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Marketing Strategy

Acacia Neonatal Brand Development and Marketing Strategy

New Corporate Identity
New Corporate Identity
Brand Playbook
Brand Playbook
Business Unit and Product Portfolio Breakdown in Brand Playbook
Business Unit and Product Portfolio Breakdown in Brand Playbook

Sales Training Module in Brand Playbook
Sales Training Module in Brand Playbook
Brand Style Guide
Brand Style Guide

Acacia had been in business for over two decades when it made the decision to focus on the Neonatal market. This shift in focus would require a new brand image and marketing strategy.

As part of the marketing strategy process a Brand Playbook was created. This short but powerful document outlines the brand meaning for all the relevant stakeholders. It includes an overview of the company’s Values, Vision, and Mission. It also provides a comprehensive overview of the product offering to demonstrate how the new focus products are in perfect alignment with the market segment.

The sales approach focuses on three key areas of concern for Neonatal Nurses. Each of these concerns is addressed in the Brand Playbook by explaining some relevant statistics and then giving 30-second and 3-minute sales scripts.

To keep communications consistent, a Graphic Standards document was created and given to vendors and distributor partners.

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