When InSinkErator scrapped its old product line in favor of all new models, the company needed an efficient way to deliver targeted messages to its many key audiences.
First, we designed an interactive communications strategy based on a detailed analysis of all of InSinkErator's audiences. Then we created a modular library of content that could be customized for each audience and delivery platform, while remaining consistent with the brand and new product messaging. This “build once, use many” approach paved the way for a successful, cost effective new product launch.