top-mellano-1920x696.jpg

Beauty without Compromise

Mellano & Company


top-mellano-1920x696.jpg
 
 

Challenge

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.

 
 
1.jpg
2.jpg
3.jpg
4.jpg
 
 

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.

 
 
Audit.jpg
 
 

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.

 
 
 
screen.jpg
 
 
 

Branding work also included print advertising, trade show signs, and vehicle wraps for trucks fleet / trailers.

 
 
Truck.jpg
Truck-2.jpg
Magazine-55-1.jpg
Banners-2.jpg
 
 

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.

 
 
5.jpg
6.jpg
7.jpg
8.jpg
 
 

In addition to branding and production work, based on the strategy our writers also produce articles for the Mellano blog. We manage 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.

 
 
iphone-Layout.jpg
 
 

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.

 
 
iphone-Layout-2.jpg
Article-1-2.jpg
Article-2-2.jpg
Article-3.jpg
Article-4.jpg
Article-5.jpg
Article-6.jpg
 
 

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.