Zealana

An innovator dedicated to spinning and elevating New Zealand’s superior, natural fibers with the exceptional properties of New Zealand Brushtail Possum fiber Woolyarns was at a crossroads in the U.S. market. It needed a marketing and operational assessment of how to up its marketing game, reconfigure operations to retailers and grow sales.

Objectives

  • Devise a U.S. growth strategy for the Zealana product line.
  • Develop U.S. marketing, PR, social/digital strategy plan to drive sales growth.

Execution

  • Executed market and customer profiles.
  • Redefined messaging and story framework used in all content, inbound and outbound marketing and sales.
  • Shifted from a third-party sales model to a direct distribution model.
  • Expanded direct eMarketing and web content to support retail and customer distribution.
  • Built a lead generation model that increased sales 25 percent in 6 months.
  • Managed and executed marketing, communications, and sales for the U.S. retail and consumer channels.

Audience

Retail/Wholesale
Consumer

Category

Fashion
Makers
Lifestyle

Solutions

Retailer Marketing
Consumer Marketing
Lead Generation
Marketing/Sales Programs
Integrated Communication
Public Relations
Digital Media
eMarketing Campaigns

Results

 

Facilitated transition from third-party distributor to direct distribution model for U.S. market. Developed and managed ongoing content for retailer marketing, U.S. communications and public relations. Supported wholesale and independent yarn reps.