Supporting North American expansion through strategic marketing

Verdot has designed and manufactured custom solutions for over 70 years, with more than three decades in the bioprocessing space. They are specialists in designing and manufacturing downstream purification solutions for the biopharmaceutical sector.

Verdot is a fast-growing company that has secured investment to see them into their next growth phase. As part of this, they have successfully launched new products to bolster their capabilities, and have also begun establishing a North American operation while recruiting new hires into the business.

The priority for Verdot was to review its company vision, value proposition, and brand identity. We focused on what makes the company different from its competitors to bring them to the forefront of customers’ minds as a downstream processing solution.

Verdot was also focused on reframing its expertise by refreshing the brand identity to support its expansion into the North American market. This rebrand needed to reflect Verdot’s increased global profile and highlight its value to customers. The company came to us looking for an expert partner to bring their vision for the Verdot® brand to life and guide them through their marketing journey step-by-step.

This partnership was their first major marketing investment; therefore, maximizing ROI and seeing positive results was essential.

We began with a small-scale research project to understand where they had been and gain a clear sight of where they needed to go.

The goals of this research project were to:

• Gain internal insights by connecting with industry subject matter experts (SMEs)
• Conduct competitor analysis
• Complete a digital audit
• Review existing market research
• Host a brand workshop with key stakeholders

We developed a brand platform to bring to life Verdot’s vision of having a brand that encompassed its value proposition, messaging, and visual identity. It was key to differentiate Verdot from competitors and establish a powerful presence in the market. The refreshed brand has a modernized identity that is able to distinguish itself in the bioprocessing equipment industry..

A new website was developed using our RAPID web development package which enabled Verdot to meet their rebrand launch timeline without sacrificing quality. As part of this package, we established a PPC campaign to drive traffic and raise awareness in their target audience of North America in addition to their established audiences. Furthermore, our design team produced a portfolio of assets to support the new Verdot® brand launch and provided collateral that will give Verdot a solid foundation as it continues its growth trajectory.

We then supported the website launch with a PR campaign around BPI / Biotech Week Boston. The aim was to increase brand awareness and generate conversions from their new site; utilizing an event as a vehicle for increasing a brand’s share of voice is a tried and tested method that the ramarketing team deploys.

The English-language website was developed in less than three months. The Verdot team felt supported throughout the development with clear communication and timelines.

Since the site’s launch in September 2023, we have generated:

• 16.5K sessions from 9K users – up 259% from the previous year
• 39 conversions – 33 website form submissions and 6 from email campaigns
• 55K impressions and 769 clicks to the website via PPC campaigns
• Organic visibility stayed consistent despite launching the site under a new domain
• Increased search queries to the site with 13 branded and 269 non-branded terms
• Secured 14 pieces of coverage
• Generated 121 brand mentions in key publications
• Reached an estimated readership of 516.8k through PR coverage