Mellano & Company Flowers
Beauty without Compromise
As a 92-year old company, Mellano & Company has built a very successful traditional wholesale floral business. However in the digital age, they were falling behind. They were in need of a strategic partner who would lead them boldly into the digital-driven marketplace.
Insight
We began with an online presence audit, followed by in-person discovery trips across the country to different location hubs. Fueled by a deep understanding of their core values, we discovered that while Mellano plays many roles – as a Farmer, a Wholesaler, a Florist, a Distributer, and in some cases a Buyer, there was one thing that has led to exceptional customer loyalty for almost a century – a deeply held core value of delivering quality products at any cost.
Solution
We worked on a number of key branding and marketing initiatives to further the brand. We first began with redefining the brand message to clearly voice what Mellano is all about.
Equipped with a new brand message, we redesigned the website experience to be simple in educating new visitors and guiding potential leads to the appropriate funnel.
Branding work also included print advertising, trade show signs, and vehicle wraps for trucks fleet / trailers.
On a monthly level, we flew the production crew to capture content on the farm, in the market, as well as at special events. This footage, photos and interviews are then processed, distributed and repurposed in multiple channels based on a 360 marketing strategy.
In addition to branding and production work, based on the strategy our writers also produced articles for the Mellano blog. We managed all the social media channels using growth strategies and influencers to increase the reach.
Mr. Flower Fantastic posts on Instagram is a prime example of using influencers to expand the reach of the Mellano account and increase their number of followers.
One of the campaigns we ran focused around the Myrtle greens product line. We worked closely with our social media team in developing both organic and targeted promoted posts as Instagram stories to expand the reach.
Results
• A refreshed brand with clear messaging and direction for the modern digital age.
• Increased sales of targeted products through focused promotions.
• Renewed excitement both internally and with customers about the Mellano brand.