Developing a New Brand and Digital Marketing Formula for Medallion Labs
What Olive Did For This Client
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The Client
Founded more than 150 years ago as the internal food testing laboratory for General Mills, Medallion Labs has earned an excellent reputation by blending rigorous science and analytical testing with stellar customer experience. Today, Medallion Labs continues to serve as the lab of record for General Mills while also supporting thousands of other food and ingredient companies worldwide.
The Challenge
With no significant changes to their brand platform or marketing materials in several years, Medallion Labs found themselves playing catch-up with competitors. Even more concerning, an outdated website and digital marketing strategy resulted in poor site traffic and low brand awareness. In other words, they needed to completely overhaul their marketing foundation, so they hired Olive & Company to manage the transformation.
The Solution
Based on insights gathered through research, analysis, and stakeholder interviews, we developed an updated brand messaging platform and digital engagement strategy for Medallion Labs. This strategy was then brought to life through a new website experience and content marketing program.
Once launched, the revitalized brand, web, and marketing foundation properly positioned Medallion Labs as an industry leader. Soon after we completed our work, however, an internal shift at General Mills resulted in a much heavier prioritization of inbound sales leads from outside food companies.
To support this new vision, we quickly adapted the Medallion Labs website to better attract, engage, and convert audiences. We also restructured their digital strategy with paid search and paid social advertising campaigns, SEO improvements, and in-depth measurement and analysis. These elements all worked together to fill their sales pipeline with quality leads and set up Medallion Labs for continued growth.
As their focus has continued to evolve, we’ve been able to help Medallion Labs keep pace by providing UX and digital strategy consulting, and by helping them refresh their brand and website once again.
Project Highlights
- Conducted interviews to gather brand perception insights from key internal and external audiences.
- Designed and developed multiple website iterations on the WordPress platform to maintain alignment with business priorities and goals.
- Created a new logo and brand identity system to reflect a new brand strategy foundation.
- Performed a comprehensive digital marketing audit and assessment.
- Developed audience personas and updated brand messaging strategy.
- Created a comprehensive digital marketing strategy that focused on thought leadership content, paid search and paid social, and continuous SEO improvement.
- Provided UX consulting services to help guide the planning and development of an online customer portal experience.
Services Provided
- Brand Strategy Development
- Visual Identity Design
- Digital Marketing Audit
- Web Design and Development
- SEO Strategy and Implementation
- UX Strategy and Consulting
- Marketing Collateral Creative
- Blog Writing and Management
- Digital Advertising Management
- Reporting and Analysis
