Delivering the Exceptional
Nelson-Jameson was founded more than 76 years ago and operates as a successful family-owned business. Its past growth as a dairy distributor stemmed from industry word of mouth and long-term client relationships. The company relied exclusively on traditional and event marketing, yielding nominal recognition beyond its regional locations and headquarters in Marshfield, Wisconsin.
When a new president arrived, accelerating growth became a top priority. Recognizing the need to shift customer perception of Nelson-Jameson’s and rebrand from ‘Mom & Pop’ to a trusted industry leader, he secured board approval to expand the marketing team with a new VP of Marketing, embrace digital channels, and establish formal brand communications and public relations initiatives to drive business growth.
The goal was to increase visibility and brand awareness for Nelson-Jameson, a leading dairy and food processing distributor known in local markets but lacking established marketing practices to support national expansion and future growth plans.
The focus was also on amplifying the expertise of key employees to position the organization as a leader in the dairy and food processing industries and developing consistent messages to optimize media relations.
Challenge
The client needed a strategic partner to address key business objectives and deliver measurable outcomes in their market.
Solution
Our team developed and executed a comprehensive strategy tailored to the client's specific needs, leveraging industry expertise and proven methodologies to deliver results.
Results
Nelson-Jameson had 0.3% of the share of voice when we began our partnership and had relied on ad-hoc marketing and word-of-mouth for most of its 75+ year history. Acting as a full-service extension of Nelson-Jameson’s marketing department, Winger developed an integrated strategy and executed all its elements, resulting in increase of 733% and over 1.11 billion online readers, hundreds of thousands of media mentions, increased brand mentions by 931%. and a share of voice over 10%. As a result of our public relations efforts, organic brand searches increased from 3,800 per month to 5,900 per month, and total Potential Editorial Reach is up 2879%.
Winger’s work also elevated Nelson-Jameson’s employee visibility, positioning them as experts through effective thought leadership placements, greater website traffic, increased social media impressions and authentic audience engagement. Winger also led the marketing and media strategy for the grand opening of a new distribution center garnering regional business, television and local news as well as industry news coverage. Winger’s partnership with Nelson-Jameson earned the firm the prestigious Golden Trumpet Award from the Publicity Club of Chicago in the Media Relations – Business to Business and Business Services category for its campaign, “Delivering the Exceptional – Family Biz Steps Up.”
Editorial reach: 1.11B
Total mentions: 161K (up 931%)
Press Releases Issued: 38 Thought Leadership Placements: 12 Awards Secured: 7 Speakerships Secured: 2 Documentary Film Produced: 1 Women’s Leadership Video Produced: 1
Industry Report Placement:1
Case Study written: 1
Company Bios Created: Dozens
Blogs and Owned Media Communications: 4 Internal Communications: (letters to staff about the rebrand, new site, annual report, Foundation launch, sustainability initiatives, etc.): 10
