Client based in
Tillamook, OR, USA
Industry
Food/Consumer Goods
Scope of Work
Marketing Planning & Organization
Business Challenge
TILLAMOOK (TCCA) has been making dairy products in Tillamook county since 1909. Over the years, the brand has successfully managed its outstanding brand equity & its unique COOP set up to live at the intersection of Heritage & Innovation. Having already become a Pacific Northwest Icon, it’s now on its way to becoming a national brand in the US.
TILLAMOOK was looking for recommendations on the marketing strategies, processes & organization that will help the brand achieve their vision as “the premium dairy brand that food lovers nationwide reach for every day.”
Deliverables
PLB LAB was asked to help the team land & gather support behind a Brand Reboot. We defined this as alignment on pieces like creative charter, 2020 imperatives, marketing function competencies, roles & responsibilities, agency & budget structure, integrated process & activation plan including objectives & key results (OKR's).
3i focus
Insights + ideas + Impact
After reporting back on a scoping phase where I interviewed all key stakeholders, we ran a 2-day full team offsite that delivered full alignment on the key organizational tools. We then quarterbacked key team leaders in the development of a full Brand Transition Plan, including OKR’s and activation plans. In my capacity as Board Advisor, I’m now also able to give ongoing advice, coaching & mentoring to the Brand team.
Impact
"PLB came on at a pivotal time as a consultant to help structure, lead and galvanize the larger brand team during a period of internal leadership transition and national growth expansion plans. With his ‘disarming brilliance’ and ‘we all fly higher together’ mindset, PLB was quickly able to help the team quickly understand the importance of a consumer-centric brand strategy, how to translate insights into an actionable plan, and ultimately how to operationalize the plan across the brand organization to create impact.”
Sue Kapllani, VP Brand Marketing Tillamook