Project Description
I came to SRAM to help build their Parent brand awareness and recapture the spirit of innovation that it once had with Grip Shift. People knew Grip Shift but not SRAM. SRAM was becoming much more than a twist shift company and 6 months after I came on board they bought SACHS out of Germany, which tripled their size overnight. Now with over 90 products, SRAM was definitely much more than just the original twist shifter company. I led the charge on building equity into SRAM and getting people to stop thinking of us as “the Grip Shift guys”. Prior to my arrival SRAM was doing all creative services in house with one graphic designer. I wrote 2 print ads and quickly realized we needed some copywriting assistance. After interviewing 16 firms, we decided to go with VSA Partners, Chicago. VSA and I quickly developed a communication plan based on 3rd party independent research, a first for SRAM. To gain an understanding of core customers’ perception of SRAM’s image, products, go to market and communication efforts. We conducted 35 interviews among 4 target audiences. 14 OEM mountain bike manufacturer employee, 13 bicycle dealer employees, 3 cycling magazine editors and 5 cycling consumers. Based on this feedback we crafted our plan for moving forward. In my Selling role, I have worked with numerous brands on refining their objectives and providing solutions for the likes of Garmin, Nature Valley, Corona, Maui Jim, and Jack Link’s.
