CUNO/3M Water Filtration Products
view as PDFBetter Water Means Better Business for CUNO/3M
BUSINESS CHALLENGE
CUNO Commercial Products, recently named 3M Water Filtration, is the best in the business at the science of filtering water, pure and simple. For quite a while, however, they were not necessarily the best at positioning their strengths to the marketplace. The challenge? Reach a diverse audience base with multiple, differentiating messages, even as the company refocuses its brand due to a recent acquisition by 3M.
SOLUTION
Build an integrated communications plan to deliver messages across a broad market spectrum. Start by developing a brand image and messaging that engages each target audience.
- A new brand image for Aqua-Pure Commercial Products that builds upon equity in the residential market
- Broadened messaging
- argeted vertical markets: Quick-Serve Restaurants (QSR’s), hospitality and fine dining, as well as architects and specifiers
- cunofoodservice.com delivers targeted marketing messages and provides in-depth information and materials for CUNO’s distribution channel
- Customer-centric promotions create in-store presence
- Public Relations builds exposure and credibility
- Cross-media advertising
- 3M acquisition strengthens the brand
RESULTS
With a unified brand, 3M Water Filtration has leveraged its cross-media communications plan with efficiency by increasing overall market exposure without adding to its annual marketing budget.
In addition, traffic to cunofoodservice.com has increased over 400%, and visitors are staying longer, viewing more pages and have access to more information than ever before.
Now, with the strength of the 3M brand and a consistent graphic expression, 3M Water Filtration is poised to further increase its brand awareness and recognition in the market is serves.
