BRAND DEVELOPMENT
Established and led marketing plan, strategy and brand development for Yellow Jacket Oil Tools from launch phase.
BRAND DEVELOPMENT
Established and led marketing plan, strategy and brand development for Yellow Jacket Oil Tools from launch phase.
project SCENARIO
Yellow Jacket Oil Tools is an innovative, market leading manufacturer of oil and gas perforation hardware/ downhole tools. A market disruptor established in 2012, Yellow Jacket quickly gained market share to become the largest manufacturer in its sector, worldwide. I led the development of Yellow Jacket Oil Tools as Marketing Director from 2013 - 2015 and provided freelance marketing support dba LALM Marketing LLC from 2017 - 2021.
action taken
Launch phase— competitive analysis, marketing plan development, content strategy and marketing communications
action taken
Launch phase— competitive analysis, marketing plan development, content strategy and marketing communications
BRAND LAUNCH DELIVERABLES/ WORK
Yellow Jacket had great products and a viable, potential market, but they needed a marketing plan, content strategy and communications tools to increase awareness of their products and new brand. I helped Yellow Jacket do just that.
project breakdown by service
strategy
Competitive Analysis
Marketing Plan Creation
Content Marketing Strategy
communications
Rebranded Website
20+ Product Brochures
Trade Shows, Events, Sponsorships
Banners, Booths & Signage
Other Digital Marketing
Branding
Redesigned Logo
Developed Brand Aesthetic
marketing strategy DEVELOPMENT PROCESS
check out the competition
When creating marketing strategy for a new brand entering an established market, competitive analysis is crucial. Understanding the competitive landscape, allows for more strategic brand positioning and marketing. Yellow Jacket competitive research was used to identify best practices, develop product differentiation, and to improve overall marketing strategy.
2. establish marketing plan
Competitive research revealed the most likely venues to reach potential clients, including trade shows, events and digital marketing opportunities. Determining these key marketing investments, their timing and costs formed the foundation of the marketing plan, the blueprint to execute marketing strategy and guide for marketing budget and project planning.
3. create strategic content
Yellow Jacket content marketing, key value proposition and SEO strategy were also informed by competitive research. Analyzing how competitors describe their products and position their brand, led Yellow Jacket to develop a customer centric, value proposition to differentiate its products from competing solutions. Product terminology variations were identified and used to build robust, key word content for improved SEO.
BRAnD DEVELOPMENT & marketing communication tool CREATION
LALM Marketing produced a portfolio of digital, print and event marketing communications tools to convey Yellow Jacket Oil Tools brand and product messaging and led a logo rebrand and logo icon development.
brand development
The following brochures document the Yellow Jacket Oil Tools brand aesthetic progression. Yellow Jacket represents innovative, superior product design. We transitioned the color pallet to reflect the advanced technology of Yellow Jacket hardware. Earthy, brown hues and dark backgrounds were replaced with fresh, white negative space and charcoal grey hues.
original
by BrandTackle
transitional
design by BrandTackle, content and design direction by LALM Marketing
NEW DESIGN
by LALM Marketing
logo redesign & PRODUCT ICONS
Redesigned the icon (yellow) portion of the Yellow Jacket Oil Tools logo and developed product feature icons.
Primary Logo Mark— The logo text remained unchanged and as originally designed by BrandTackle. | Secondary Icons / Product Marketing— developed to identify product features that increase productivity, safety and durability: conceptualized by LALM Marketing, designed by BrandTackle
Tradeshows & events
Tradeshows & events
trade show marketing
Designed multiple trade show booths and trade show marketing materials and coordinated trade show participation logistics and budget.
Results
Results
yellow jacket growth
As a new brand, Yellow Jacket Oil Tools sold their first order in December 2012. Due to their innovative, high-quality products, Yellow Jacket quickly became a strong manufacturer in the oil well perforation hardware market segment, serving major clients and leading global production for key products.
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