Bluegrass
The Climate
A Proven Recipe for Growth
Bluegrass Dairy was a family-run ingredients manufacturer located in the heart of Kentucky’s Bluegrass country. It had a customer-centric approach that prioritized close collaboration and quick turnaround times delivering high-quality flavors beyond just dairy ingredients.
But its message was getting lost amid larger competitors with broader audiences and similar claims. Bluegrass had outgrown its regional reputation as a dairy ingredients provider.
Brand Name, Brand Story, Articles, SEO, Google Ad Words, Website, Brand Style Guide, Collateral, Social Media
The Seed
An Appetite for Innovation
Bluegrass needed new branding – and a new name – that reflected its product offering and innovative approach.
We turned Bluegrass Dairy into Bluegrass Ingredients. But it wasn’t just a new name. It was a new logo, a new tagline, a new brand identity, a new story and a new mission. It was a new definition of what set Bluegrass apart.
Bluegrass Ingredients isn’t just a dairy powder manufacturer. It’s an agile ingredient innovation company.
Agile Ingredient Innovation formalizes and articulates Bluegrass’ approach – and what sets it apart from the competition. Bluegrass Ingredients isn’t just a dairy powder company. It’s a proactive collaborator focused on helping food manufacturers drive their businesses forward by developing and refining a range of ingredients.
The Growth
Bringing Agile Ingredient Innovation to Life
That new brand story was the key ingredient in a fully revamped website complete with a rich content campaign and digital marketing strategy.
Bluegrass’ innovative approach is a perfect fit for fast-changing industry where new products need new flavors to keep up with evolving customer demands.
We developed a robust content and collateral strategy around key products that showcase Bluegrass’ R&D-driven approach and showcases the company’s market impact and insights.
Content matches Bluegrass’ R&D-driven approach and showcases the brands deep insights.
Achieving real impact in the world of SEO typically takes six months to a year. Thanks to a smart combination of paid and organic search strategy, Bluegrass saw results almost immediately, jumping ahead in the search rankings for key products and notching featured snippets on trending search terms.
The Harvest
More Exposure, More Leads, More Collaboration
The impact goes beyond a flashy new website. It’s had a profound effect on Bluegrass’ business and its sales pipeline.
Dozens of content and collateral pieces
Dynamic new website and optimized web copy
5-month SEO/Google Ad Words Campaign Targeting Strategic Keywords
671%
increase in web traffic
1,000+
click throughs from content
21 Places
Average search ranking increase in first 6 months of campaign
13 Keywords
Improved rankings for relevant keywords
Custom Content Engine
That boost in exposure and visits has driven a tangible increase in new business, formulating new opportunities for product development and collaboration
“Our work with Bluegrass shows the power of a marketing plan that’s firing on all cylinders. The strategic rebrand, the steady stream of insightful content and the tactical Google Adwords campaign are driving new levels of awareness that’s translating to a tangible impact on leads and business potential.”
Jason Rocker
Principal, Braithwaite Communications
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