When Sargento combined their food ingredients and food service divisions into one, they also established an Innovation Division. It became increasingly important for Sargento to fully close the loop between marketing and sales for all facets of the new structure. With a new CRM in place, Sargento needed to plan, populate and implement communication strategies to reach the target audience. Additionally, the new approach to innovation required that the internal team understand all steps involved for effectiveness and efficiency.
Conectiv partnered with Sargento to develop multiple communication tools to raise awareness and educate current and prospective customers about the customization of their products and services. The first step was account-based marketing using the new CRM email software. By creating a robust photo library, templates, positioning, messaging and score structure, Sargento was able to connect with targets while tracking their opens, clicks, and leads for marketing ROI. The strategically scheduled automated responses assisted with nurturing all relationships.
In support of the Innovation Division, Conectiv scripted and created a series of instructional video animations launched at the National Sales meeting and housed on the intranet for personnel training and development.
ClientSargento Food Service & IngredientsServicesPrint, Branding, Market Research & Strategy, Digital, Video
