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Making The Brand Transition From Small Business To Major Player

Small businesses flourish with hard work, thrift, and aggressive prioritization. When success arrives, though, and they achieve a greater market share, these companies often need to polish their public image and refine their branding. That was the challenge facing Color Resources International (CRI) after sudden business growth outpaced other considerations.

INDEXX's dedicated marketing division was charged with rebranding CRI to better fit its position in the market and its potential for expansion. The objective? To trade in homegrown packaging for a sleeker, more corporate-leaning identity. After in-depth sessions revealed the company's needs and aspirations, INDEXX redesigned CRI's marketing collateral, along with its website and its tradeshow booth, to more powerfully coordinate performance and appearance.

Simultaneously, CRI was planning its role at one of the chemical industry's definitive trade shows. To increase attendance, INDEXX generated a direct response marketing campaign. Mailers were sent out, complete with a QR code and a customized URL, and a video produced by INDEXX was posted on a specially-created landing page to share the story of CRI and its capabilities.

The response was tremendous. Of the 200 highly-targeted mailers sent out, 60 recipients visited CRI's trade show booth, their presentation was incredibly well attended, and approximately 10 projects are in the process of being booked as a result. In addition, the company bolstered its reputation within the industry and raised its profile with peers and colleagues.

Martha Schemm, Director of Marketing and IT, shared afterwards, "We were extremely happy with the high return rate we experienced with the trade show campaign. Thanks to INDEXX, our corporate identity more closely matches who we are, and we couldn't be more pleased with the outcome and the business we've obtained since then."

For more information on how INDEXX
can guide your business growth and image,
call us at 800.252.8227.

Customer Solutions

"We were extremely happy with the high return rate we experienced with the trade show campaign. Thanks to INDEXX, our corporate identity more closely matches who we are, and we couldn't be more pleased with the outcome and the business we've obtained since then."

Martha Schemm,
Director of Marketing and IT
CRI
303 Haywood Road, Greenville, SC 29607
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