grenk® remanufactured toner & ink cartridges BRAND MANAGEMENT (CONCEPTION TO PRODUCT MANAGEMENT)
The grenk® brand was created in 2008 to differentiate our ink and toner from others available on the market. We had a different way of thinking, and since the market had erupted with a concern for environmental impact, we knew we had a winner with our green ink and toner product line.
The social media portion of the marketing plan included the utilization of key brand ambassadors of the blogging community. We held online contests, provided free product to bloggers in exchange for their honest review, and built a true community to support our dealers who were certified to carry the product line.
Responsible for:
- Create the brand story, structure, marketing materials, social media branding and packaging that told the story. It needed to be fresh, clean and green.
- Create a marketing packet for those chosen to resell the grenk® product line. Dealers were screened and trained with materials I created to ensure they fulfill the brand promise. Internally, the Carbonneutronics™ Index was created to provide exact amounts of cartridges kept from the landfill. This certified number could be used in end-user marketing and proof to fulfill green initiatives.
- Create and carry out integrated marketing plan for the brand utilizing all brand marketing channels available including social media, online and traditional advertising avenues.
- Management of advertising agency to create Flash-based website and graphic design on supporting collateral.
- Manage social media and interactions including blogger relationships.
Results:
- grenk® brand voted by Blogger’s Choice for “Best Green Option in Printing” in 2009.
- Brand protection obtained through completing the registration of the trademark in 2008.
- Became an EPA WasteWise® Partner to support the program launch.
- Dealers won business selling a differentiated product that allowed actual accounting for the number of cartridges kept from a landfill and financial savings over purchasing a newly-built cartridge.
- Voted Recharger magazine’s “Best New Product” in 2009.
Website: www.grenk.com
Marketing Booklet: Download grenk® booklet in PDF
Video: grenk short version of video