Customer-first thinking had ensured Fischer Paper’s success. But watching out for brands like Cumberland Farms, Chipotle and Panda Express had also put the packaging company’s own messaging and materials on the backburner. (The way, way back-burner.) Fischer partnered with KW2 to bring their brand into alignment.
Selling solutions instead of paper.
Fischer’s service has always inspired loyalty. At least 100 Fischer customers have worked with the family-owned paper packaging company for a remarkable 20 years or more. They all consider Fischer a rock-solid packaging partner, not an interchangeable vendor. But for the uninitiated, paper packaging is still more commodity than relationship.
To increase Fischer’s marketshare, KW2 would have to tell food manufacturers, distributors, restaurant and convenience store chains a new value story. We needed to update the company’s website and materials to reflect Fischer’s capabilities and can-do spirit. And we had to start shifting every conversation from price and products to unmatched service, custom solutions and Fischer’s commitment to taking care of the little things.
Brand new and totally timeless.
A family-owned business that’s 3 generations strong, Fischer’s legacy is built on trust. So that’s where our design process began.
We updated the color palette instead of upending it. We explored a series of marks inspired by reliable retro style and the company’s heritage, before settling on a design that tipped its hat to the print production process. And we modernized the brand’s look and feel across mediums with big headlines, simple grids, a playful new icon set and crisp photography.
From customer-first to audience-first.
Finally, KW2 developed a cross-platform communications plan led by content strategy and a flexible website design. Food manufacturers and distributors, for example, have widely different needs. Now, Fischer can deliver precisely-calibrated messaging to specific industry segments—throughout their digital ecosystem—and track every click.
Other improvements? An accessible product catalog and integrated case studies that clear the pathway to quote and purchase. Templates and an easy-to-use site CMS that make testing new content and tactics a snap. And robust event and goal tracking to help Fischer accurately measure successes and make smarter, faster business decisions.
"When Fischer Paper began our search two years ago for a marketing firm, we knew we needed an agency that was a cultural fit with our own organization - where people matter, where how we conduct business is as important as results, and where the desire to get better is ingrained. I looked back at my notes just the other day from my first interview of the KW2 team. I had listed the three defining elements I found: a desire to build authentic relationships with their customers, genuinely pleasant and nice people, and a commitment to the continuous improvement of their own and their clients' businesses. I was not wrong. It's a pleasure to work with them."
Bill Fischer, VP of Marketing, Fischer Paper Products