The NEFCO logo Designed by Calypso

THINK
NEFCO is a rapidly emerging North American biosolids leader, with significant geographic and service expansion throughout the U.S., Canada, and Mexico. Calypso was approached by New England Fertilizer Company, aka NEFCO, because it wanted to revitalize its company name, logo, and brand identity as a key component to enlarging and energizing its business development efforts. Calypso understood NEFCO’s immediate needs to reinvigorate its business, raise the company’s visibility through the development of a strategic branding initiative, and advance the reach and impact of its corporate persona to drive the company to a nationwide industry leadership position. Our strategy was to harness previous company successes and demonstrate how this experience – coupled with new technologies, strategic alliances, and other initiatives – will move the company forward.

An Ad for the NEWEA Journal and Stationary System

CREATE
Calypso assisted NEFCO by creating a messaging platform that positions and characterizes NEFCO in a clear, compelling, and consistent manner for use in all strategic marketing communications and as the foundation for all creative executions. Positioning statement, value propositions and core messages were developed after a branding research phase that explored the company’s current reputation and self-beliefs alongside that of the competition. A comprehensive naming exploration phase resulted in the decision to use a well-known acronym for the company in place of a corporate name change.

DELIVER
Upon the adoption of the new corporate naming and messaging, Calypso conceived a memorable, nationally relevant tagline for the corporate name NEFCO and created a new brandmark including the logo symbol and logotype that reflects the look and feel of the company. A comprehensive manual of brandmark guidelines was developed to ensure that internal and external marketers of NEFCO are complying with the new graphical and messaging standards. Calypso developed a cohesive set of corporate identity materials such as corporate stationary, business cards, and presentation template. Prior to the adoption of the new logo, Calypso crafted a transitional trade show booth and brochure. A new website is currently under development.

Calypso Develops Positioning and Advertising Campaign To Differentiate Immigration Law Firm from its Competitors

THINK

GoffWilson, a top-ranked immigration law firm based in Concord, New Hampshire, asked Calypso Communications to develop a strategic communications plan that would position the firm as a nationally recognized immigration law firm and the legal brand of choice for immigration issues and projects. GoffWilson wanted to drive business growth and elevate its reputation for quality legal product characterized by knowledge and experience; personal attention; industry network; staff excellence; technology innovation; and efficient cost structure.

CREATE

To position the firm and differentiate it from the competition, Calypso Communications conducted a comprehensive audit and analysis of the immigration law competitive landscape on a statewide, regional, and national basis. Using primary and secondary research, the analysis was used to position GoffWilson in the industry and develop a successful branding initiative. The analysis formed the basis for message development and implementation of an integrated communications plan that included a print advertising campaign, media relations, and speakers’ platform support.

DELIVER

Calypso developed a striking series of print advertisements highlighting relevant facts about current immigration trends. With the tagline, ‘Don’t be surprised, be prepared,’ the ads set GoffWilson apart from the look-alike institutional advertisements of its competitors. Initially targeted to New Hampshire law and business publications, the campaign supported the firm’s growth strategies in financial, high-tech, hospitality, and healthcare industries. To further enhance GoffWilson’s reputation, Calypso also implemented a media relations campaign focusing on the firm’s specialized expertise.

I am so impressed by the September GoffWilson ad. Everything about this ad makes it pop off the page. First, I love the use of color on the one person in the ad in an otherwise black and white photo. Plus the headline really grabs you by playing on one’s perceptions and gross assumptions. This ad is both attention grabbing and thoughtful. I am sure this will be very effective for GoffWilson.

Heidi J. Copeland, Vice President, Millyard Communications Inc.

www.goffwilson.com