Repackaging a legacy product

Background
Bradford makes reusable and recyclable industrial packaging. Reusable has become Bradford’s dominate offering while their recyclable paperboard line runs a distant second.

A brand awareness survey, conducted by Borns, revealed that customers believe Bradford is competitive, reliable, and provides exceptional service.

Based on the strong feedback and because paperboard complements reusable packaging, Bradford decided to reinvest in this part of its 5th generation enterprise.

Solution
Bradford hired an account manager and contracted Borns to establish a paperboard lead generation program.

Borns profiled Bradford’s ideal customers and built a database to target the most viable segments and geographic markets.

The paperboard section of Bradford’s website was optimized by Borns. Web traffic increased 162% and organic search results dramatically increased 2,233%.

Borns releases a direct marketing campaign intermittently to allow Bradford time to follow-up with each campaign recipient.

Results
After each release about #300 prospects, Bradford gains 5 to 7 new customers.

The Bradford sales manager says, “We are definitely busy over here and the campaigns helped us there.”

Bradford has added new equipment and expanded capacity at a second facility to keep up with the demand.

Bradford Packaging - direct mailer

Bradford direct mail package

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Bradford Packaging - paperboard - follow-up email

Bradford follow-up email

Bradford Packaging - paperboard web page

Optimized paperbrad.com