CherrCo engaged Extra Mile Marketing to develop new branding, design a new website, and execute a comprehensive marketing and sales plan targeted towards commercial markets and end-consumers.
CherrCo, the largest cooperative of tart cherry growers in North America, had a series of fruitful seasons leading to a surplus of product. They approached Extra Mile Marketing to help generate demand, expand sales, and reach new markets. Our goal was twofold: Educate end-consumers about the unique nutritional and culinary benefits of tart cherries, and establish the CherrCo brand as the highest quality supplier of tart cherries. Through a strategy session, we identified the top priorities: market research, new messaging and branding, website remodel, and sales support materials.
EMM developed a 2-year marketing plan, which included a full restructure of the CherrCo brand, newly defined target audiences derived from market research, a detailed go-to-market execution plan, and a business analytics strategy to leverage inventory and sales data. The initial launch phase of work focused on a nation-wide campaign to raise awareness on the benefits of tart cherry consumption, the CherrCo brand, and available products to further the company’s national (and international) reach. To accomplish this, EMM developed a go-to-market plan that involved creating material for all touch-points of the customer journey with clear paths to purchase for retailers, distributors, and end-consumers.
EMM started by designing a modern website targeted to their commercial buyers and end-consumers. The website featured customized content and dedicated landing pages for each target audience. To enhance the user experience, EMM streamlined the paths to purchase, created a consistent look and feel with new branding elements, and produced three professionally shot videos. To establish CherrCo as a well-known, quality supplier, EMM created standout retail packaging, blogs, and a social media campaign plan. More, CherrCo members were provided a corporate marketing plan to expand their B2B buyer demographic, including tradeshow strategies, buyer personas, and sales incentives. In addition, EMM delivered sales materials including a solution sheet, a library of high-quality messaging, photography, and social media guidance.
The remaining portions of the strategic go-to-market plan includes targeted digital ads, social media campaigns and contests, testimonials, and a branded eBook available for customer download.
Check out the website we created, here!