Your brand deserves an agency that understands the unique challenges of your marketplace, your audience and your competition. It also deserves talent that reaches far beyond local. Our principals have a combined nearly 100 years of experience in marketing and advertising, for clients that range the entire US and Canada.
Buchheit is pleased to extend our support by providing a letter of reference for The Wright Group, our esteemed marketing partner for over a decade.
As a family-owned business at Buchheit, we must adhere to our policy of not disclosing specific financial figures. Instead, we are more than willing to showcase our collaborative success in terms of percentage increases and more general terms. Should you require further clarification or have specific inquiries, I am available for a call at your convenience.
Allow us to offer an overview of our longstanding partnership, commencing in 2012 when Buchheit Enterprise outlined several strategic initiatives:
Our proprietary premier kitchen and bath cabinet line, Carriage House Premier Cabinets, was re-branded and refreshed by The Wright Group. The re-branding effort, inclusive of in-store signage, instructional videos, and collateral materials, resulted in an impressive 50% increase in sales within the first year. Presently, the cabinet line has expanded nationwide through our retail stores and a network of dedicated distributors. Our collaboration has seen substantial growth, with a cumulative increase of 400%+.
The Wright Group played a pivotal role in developing our proprietary feed brand, Horizon Acres, covering poultry, equine, cattle, and bird seed mixes. The brand’s identity, sales promotions, end-cap displays, and couponing strategies successfully launched our poultry line, has helped us more than double our sales over the past decade. Originally intended for our retail stores, Horizon Acres products are now available through prominent distribution channels.
Duralawn, a proprietary premium lawn seed line for our retail stores, has evolved significantly under The Wright Group’s guidance. Initially launched in larger packaging, Duralawn has outperformed expectations, notably outselling a prominent national brand 2 to 1 in a side-by-side end-cap display. The brand’s success has led to expanded distribution and various product offerings.
Rebranding a family-owned business, respected for over 80 years.
In the heartland of commerce, where time weaves tales of endurance and innovation, stood a logistics giant named Buchheit Logistics. For over eight decades, this family-owned enterprise had etched its legacy in the annals of Missouri. The Wright Group was engaged to rebrand the company to communicate its full strength as a logistics leader.
Buchheit Logistics’ new branding captured the spirit of evolution and continuity. A sleek logo, a fusion of classic typography and contemporary lines, symbolized the company’s bridge between its rich heritage and its future aspirations. The rebranding was more than aesthetics; it was a declaration of purpose. Alongside the visual transformation, the company redoubled its commitment to sustainable practices. Fuel-efficient fleets, carbon footprint reduction, and safety became cornerstones of their operations. The rebranding wasn’t just about staying relevant; it was about leading by example. The tag line that accompanies the new brand position is Miles beyond Expectations.
“After deciding to partner with The Wright Group as we rebranded our organization, we were met with a truly creative team that was responsive to all our needs. Their planning and thoughtfulness of the entire process ensured that our project was completed with minimal disruption to our daily operations.”
President, Buchheit Logistics
To drive awareness that SoutheastHEALTH’s Heart and Vascular Services is now in collaboration with one of the top Cardiothoracic Surgery programs in the nation. Awareness was to be measured by number of impressions and website traffic driven to specific URL for this collaboration and the number of participants attending the press conference.
Creating top of mind awareness for enhanced brand performance based on image and perception data acquired after the launch of the collaboration.
To increase new patient volume to SoutheastHEALTH heart and vascular services.
The Division of Cardiothoracic Surgery at Washington University School of Medicine in St. Louis will begin an affiliation with SoutheastHEALTH Cardiothoracic Services. With this announcement we wanted to tout the clinical sophistication of the physicians, clinicians and staff of SoutheastHEALTH Heart and Vascular Services who are now collaborating with a world-renowned heart program.
Our messaging exuded confidence and ambassadorship among community constituents and patients who utilize our heart and vascular services. Additionally, our hope with this campaign was to instill our value propositions of: 1) having a heart and vascular program that encompasses comprehensive, sophisticated services dedicated to providing the highest quality of care using a multi-disciplinary approach to achieve excellence in patient outcomes, and 2) establishing confidence in choice because they are collaborating with the best because we know it’s the best for patients and their hearts - further driving home our service line positioning of why “Your heart is in the right place at SoutheastHEALTH.”
Advertising layouts across various mediums included the campaign headline “Coming Together. It’s What Sets Us Apart.” Prior to the campaign kick-off, we launched a teaser campaign to build anticipation of this announcement. The teaser creative, featured visuals of iconic landmarks from both cities. For St. Louis, we used the Gateway Arch image and for Cape Girardeau, we used an image of the Bill Emerson Memorial bridge. This was a visual representation of the bringing together of our two entities and the marriage of the value our community hospital offers with the innovation and excellence only a world-class university can provide.
Integrated digital and traditional mediums were employed to help announce this new collaboration with the campaign headline “Coming Together. It’s What Sets Us Apart.” Prior to the formal campaign announcement we launched an integrated teaser campaign including on-line, outdoor and print mediums to build anticipation of this announcement and ask community constituents to join us for a press conference.
Toyota Group North America (TGNA), headquartered in Detroit, Michigan, stands as the North American hub for Toyota Gosei manufacturing plants, overseeing operations across the continent. Tasked with addressing labor challenges, TGNA partnered with The Wright Group to develop a comprehensive recruitment strategy for multiple locations, including New Albany, Indiana; San Antonio, Texas; Batesville, Mississippi; Henderson, Kentucky; Lebanon, Kentucky; and Perryville, Missouri.
The recruitment initiative centers around TG Missouri (TGMO) as the flagship, with strategies tailored to meet the unique needs of each location. The goal is to create a cohesive brand image while making necessary adjustments based on demographics, language, and geography.
29,000 applicants visited the Work4TG.com vanity site over the course of 12 months. Work4TG.com is the only on-line access point used with our integrated marketing strategy. Specific details of pages viewed, language and user behavior can be delivered upon request.
The campaign, ongoing due to labor shortages, has demonstrated success in various channels, including social media, SEM, and geofencing. While challenges persist, the collaborative efforts between TGNA and The Wright Group have yielded promising results, engaging the target demographic and communities across diverse locations. Continual refinement of tactics remains essential for success in the dynamic talent acquisition landscape.
Broussard’s Authentic Cajun Cuisine, a burgeoning restaurant chain rooted in the heart of the Midwest, embarked on a transformative journey to revitalize its brand presence and capture the palates of a diverse consumer base. With two thriving stores and ambitious plans to expand by six additional establishments by 2030, the restaurant faced both triumphs and challenges in its culinary venture.
In 2021, the second store, located in Paducah, KY, achieved remarkable success by surpassing sales records set by the flagship store in Cape Girardeau, MO. However, the elation was short-lived as operational challenges and sub par consumer experiences triggered a rapid decline in revenues. Compounded by a less-than-stellar health department rating, the brand found itself at a crossroads in late fall of 2022.
Enter The Wright Group, a seasoned marketing agency entrusted with the task of orchestrating a comprehensive re-branding strategy for both stores. Focused on reigniting consumer interest and positioning Broussard’s as the premier Authentic Cajun dining experience in the region, the campaign unfolded across various media platforms.
The heart of the campaign, broadcasted through radio and television, celebrated the authenticity of Cajun cuisine, showcasing time-honored recipes passed down through generations. Simultaneously, a robust social media presence on Facebook and Instagram served as an interactive platform, reinforcing the meticulous preparation of menu items and engaging with the target demographic.
The campaign strategically targeted a diverse consumer profile, spanning middle-class blue-collar workers to upper-class individuals aged 26-55, residing within a 30-minute commute to the restaurant’s manufacturing facilities. Psychographically tailored for achievers seeking a premium casual dining experience, Broussard’s aimed to reintroduce the concept of fine dining to those who had not traditionally embraced it.
The media mix, spanning digital streaming, out-of-home marketing, geofencing, and search engine marketing (SEM-SEO), provided a multi-faceted approach to reach the target audience. The campaign, initiated in early December 2022 and extending through June 10, 2023, culminated in a significant surge in web traffic.
Prior to the promotion, the average number of weekly users stood at 1200. However, the peak of the promotional period witnessed a substantial increase to 2657 users, reflecting a notable percentage surge. Post-promotion, the average number of users stabilized at 1700, showcasing a sustained boost. The campaign successfully garnered 100,000 new users, marking a significant expansion of Broussard’s on-line presence.
In summary, Broussard’s Authentic Cajun Cuisine, in collaboration with The Wright Group, not only overcame operational challenges but also revitalized its brand image. The campaign’s success is evident in the increased web traffic, demonstrating a renewed interest in the restaurant’s authentic Cajun offerings and positioning it as the go-to premium casual dining experience in the Midwest.
Combining these programs creates a comprehensive grassroots marketing strategy that taps into different aspects of customer interaction. It covers on-line and offline channels, leverages influencers and affiliates, and provides engaging content for your audience. Additionally, these programs can work synergistically, with the ambassadors program driving on-line sales, the sampling program boosting in-person experiences, and the video series enhancing brand storytelling.
We pride ourselves in providing dynamic creative and targeted communication, as well as executing flawless design, production and interactive programming. We are a cohesive team and we are ready to tackle any size project. Reach out to us today.