What makes this brochure (Exh.2) particularly unique is its effectiveness in supporting the highly strategic and successful 360° Facility Life Cycle™ services business development initiative (Exh.3) conceptualized by Weitz senior management. The objectives are to create a turnkey, branded service offering that clearly differentiates Weitz from the competition and to drive an internal cultural shift from “chasing” to “making” work. The brochure is a key part of the plan, arming business development and technical professionals with a tool to explain the services and benefits to prospective agricultural clients and helps to educate internal clients for cross selling purposes. The distinctive colorful wheel graphic (Exh.4) now appears in advertising, trade show banners, hard hats, and promotional items, and is often referred to when discussing the finer points of each life cycle phase. The brochure successfully supported securing client meetings (Goal 30 meetings/Actual 44) with prospects and/or as an educational tool. Sales of $1.5 million were recorded the first year, and many positive comments on the brochure were received from both internal and external clients. ROI was $1,478,788. As part of the copywriting interview process, CEO & President of key client Ozark Mountain Poulty, agreed to offer a significant testimonial that now appears on the brochure. An associate with Feed & Grain magazine commented, “The brochure does an excellent job describing what you have to offer. I feel it makes people question what is 360° Facility Life Cycle™, and by getting them curious ultimately gets them to want to learn more.”
The Weitz Company 360° Facility Life Cycle™ Brochure
Category
Brochure > Brochure-Print Only
Description
The Weitz Company / On Target Marketing & Communications
Des Moines, IA
Winner Status
- 2nd Place