Strategy • Branding • Design
Web • Promotion
Johnson Controls is a global, diversified multi-industrial firm, $42B in revenue, with offices in 1,300 locations serving customers in 125 countries.
Bee-line was retained in 2006 to help facilitate corporate efforts in developing, integrating and measuring the effectiveness of enterprise-wide marketing and communication efforts. A major goal of the campaign was economic development and attraction of a professional workforce to Milwaukee, Wisconsin, as the company was seeking to grow an incremental $15B in revenue and needed a marketing campaign that also had to double as a recruitment campaign.
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Activities included:
Global brand strategy and planning
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Identity development and implementation
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Advertising & promotion
Translation of materials into 32 languages
Facilitation of annual “Vision Week” global employee communication events
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Public and media relations, social media
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Global web environment, www.johnsoncontrols.com
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Brand research, measurement and analytics
The results included:
A new corporate vision, brand architecture, portfolio development process, and brand health metrics to improve management of current brands and acquisitions/divestitures of new properties.
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An elevated company profile, including a 400% increase in global media coverage, 30% recall of new campaign tagline, comprehensive brand guidelines, and brand implementation across 1,300 locations in 75 countries in 18 months.
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A modernized and internationalized web presence, with a 20% increase in web traffic and online ad/search click-through rates of up to 30%.
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Improved employee understanding and scores on brand-related pride/morale to exceed 85% positive ratings.
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10% – 50% savings in local execution of materials, improved continuity and consistency of marketplace image, and faster developing cycles.
Are you a Fortune 500 company that is paying that big city agency too much for too little? We are Bee-line. We are big where it counts. We’re a boutique firm that has all the capabilities of large agencies without the oversized price. We don’t have ping pong tables here, but we do have a full staff of passionate experts ready to get the job done with huge ROI. That’s where size does matter.
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Contact us today.
