CASE STUDYBrand point management in action:Schawk grows a relationship for more than two decades.The quick story. One of the strengths of Schawk’s delivery of brand point management is that it is ready to expandwith the client. Over more than two decades, Schawk has assumed and integrated much of the packaging designand all of the premedia work for a major breakfast cereal maker, today managing and producing more than 5,000creative and premedia projects every year across North and Latin America. This includes – crucially – coordinatingbrand assets across multiple delivery channels and consumer touchpoints, including not only primary packagingbut, POS, POP, promotions and more.Schawk’s delivery rests on a complete digital foundation that includes an asset library with style and agencyguidelines and online review and approval processes. And it’s overseen by a Steering Committee and LeadershipTeam that combine Schawk and client personnel. Creative and execution; multiple delivery channels andtouchpoints; and vital technological support: under a multi-year agreement, Schawk integrates a huge rangeof brand point management services for a major global company to ensure compelling and consistent brandmaterials for shoppers everywhere.
The Client Challenge The Schawk Solution The Shopper ExperienceAs the morning foods category grew larger, Schawk implemented numerous core elements There is greater visability between salesmore complicated and more competitive, of brand point management. It synthesized and marketing within the client thanks tothe client came to understand its need for workflows and processes across a wide Schawk’s influence, and as a result, thethe integration of its packaging design and strategic, creative and executional range, shopper now experiences more compellingproduction process especially because its including package design and redesign, trade and consistent experiences with the brand atbrands are viewed across multiple channels and corporate communications, couponing, multiple touchpoints. The client is capablethat include grocery, club, convenience promotional and POS/POP materials, of reacting more quickly to opportunities forand more. With Schawk’s help, it came to microsites and more. Schawk placed 40 packaging that leverages trends in consumerunderstand just how consistent the visual people on-site with the client, establishing tastes and current events, and processrepresentation of their brand equities has a design studio at the client’s headquarters efficiencies give the client more confidence into be, and how lack of consistency reduces that are supported by over 100 dedicated trying new approaches. A key to this successconsumer affinity. It needed to ensure resources across three Schawk locations. is that Schawk doesn’t approach packaging,integrity of brand assets, and it needed to find The entire process is linked via extensive point-of-sale and sales support materialsefficiencies in processes and in the creation Schawk enterprise software solutions for simply from the creative or executionalof its materials throughout North America graphics lifecycle management and workflow vantage points, as some competitors do. Weand Latin America due to constant price-and- management. Driving all of these elements is draw insight from Schawk Retail Marketing,novelty challenges from branded competitors Schawk’s focus on giving the client not just which allows us to leverage deep knowledgeand more sophisticated store brands in a what it needs but what it wants in the broader about retail on behalf of CPG clients. The workcategory where new and innovative products scheme of things. The Schawk solution gives we do directly for a range of retailers bearsare continuously introduced. Finally, it needed the client the flexibility to compete in tough, fruit in our work for this client’s “customer-guidance in the evolution and maintenance changing market conditions with flexibility, specific marketing” efforts, which focus onof these regimens as technologies and agility, speed to market and confidence. distinct store chains and channels. As amarketplaces changed and evolved and where result, shoppers are intrigued with the client’sefficiency and effectiveness are critical. packaging, and see more consistencies across channels and within brand portfolios. www.schawk.com