Unify Single Brand Across Multiple Websites
Chemical distribution leader KODA Distribution Group (KDG) needed to launch a massive new branding campaign that included a new logo, tagline and colors – carried across all of their regional operating companies. CompleteSpectrum provided key services in project management, site development economies of scale and site optimization for six built-from-scratch websites, to bring the new brand strategy to life digitally.
Developing a Cohesive Brand that Communicates Leadership and Depth of Holdings
KODA Distribution Group (KDG) is the leader in specialty chemical distribution in the U.S. and Canada. KDG is organized around industry verticals including: Canada (through the recent acquisition of Unipex Solutions Canada), CASE (Coatings, Adhesives, Sealants & Elastomers), Specialty Ag, CARE, Life Sciences, Construction, and Industrial (Plastics, Lubrication & Metalworking). End markets include technical centers: Inks/Graphic Arts; Plastics; Construction and Coatings.
KDG’s new brand efforts were focused on driving key messages around their market position, and unifying acquired brands under one cohesive corporate identity.
KDG needed to rapidly build their corporate website and regional websites based on a new brand created by KDG leadership. Each site needed to consistently present products and information customized for each respective distribution company, while maintaining brand uniformity. Along with the corporate flagship brand website, each regional company’s website would need to address their specific market emphasis and business relationships with customers and suppliers, while also integrating the new KDG brand and focus: “Specialty Focused, Technically Driven.”
Additional challenges included:
- Expanding product information and presentation
- Increasing market segmentation
- Providing supplier presence and focused calls-to-action- all mapped to lead generation goals for the websites.
Securing a Trusted Partnership
With Complete Spectrum’s comprehensive understanding of KDG’s industry and strategic market position, KDG found a full service partner that could easily ramp up and deliver a multi-site development project, launching six large websites within a five-month timeframe.
Through targeted presentations and meetings, CompleteSpectrum provided key services in project management, site development economies of scale and site optimization for six built-from-scratch websites, to bring the new brand strategy to life online.
Strategic Approach and Project Efficiency Leads to Rapid Deployment
The project began with an abbreviated portion of our exclusive CoMarket process, and a comprehensive analysis and customized CoCreate solution for the client. Through our extensive experience with large-scale website development and project management, we were able to appropriately address the need of KDG’s leadership team.
Launch of New Brand Across Multiple Websites
Utilizing our proven CoCreate process, we developed KDG’s websites on an accelerated project timeline – successfully coordinating with content providers in several business units and implementing advanced product database presentation.
CoCreate Marketing Services, included:
- Content Development
- Creative Design
- Web Design/Digital Strategy
Our partnership added value for KDG by developing each website on a platform with a robust, easy-to-use content management system. This enabled the smooth transitioning of site maintenance and updates to the client’s regional companies post-launch, one of their critical requirements.
The sites that CompleteSpectrum delivered include:
- KODA Distribution Group
- E.W. Kaufmann
- GMZ, Inc.
- T. Hutchins
- Ribelin Sales, Inc.
- Monson Companies, Inc.
Market Segmentation and Positioning
With a clearly focused online presentation of product offerings, KDG was better positioned to target market segments and present a comprehensive solution to their end markets. The launch of unified websites with the new identity solidified KDG’s new branding initiative- helping to reinforce their position as the industry’s leading specialty chemical distributor in the United States. Additionally, the websites were built on the user-friendly WordPress platform and CompleteSpectrum handed off all control of the websites to the client, enabling KDG to easily make changes and maintain the sites going forward.
Ongoing Strategic Partnership
Following the initial brand launch, we continued to work with the KDG team to deliver on ROI.
Due to successfully meeting the project’s milestones and budget requirements, KODA Distribution Group chose to enlist CompleteSpectrum’s continued support with rolling brand out via new websites for their three newest acquistions – Marcor Development, Red River Specialties and ADAPCO.
Represented projects reviewed above are no longer managed by CompleteSpectrum.