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.

THINK

Not only was the University System requesting a more than tripling of its capital budget authorization, it was looking for a six-year authorization instead of the traditional biennial budget authorization. To complicate matters, the state legislature was grappling with a $200 million budget shortfall to fund K-12 education programs.

CREATE

Calypso designed and implemented a public relations program for the University System that included branding, message development, advocacy outreach and training, media relations, and advertising.

DELIVER

In June of 2001, the state legislature authorized a 6-year, $100 million capital spending program, more than tripling the state expenditures for USNH’s capital budget.

Our [public relations] campaign was well conceived and well executed, and Calypso’s role in strategic consulting and communications was critical. This resulted in an unprecedented financial commitment to public higher education.

Bruce W. Keough, Chair, USNH Board of Trustees

www.usnh.unh.edu