Detail / Puratos Digital transformation
Connecting digital services to customer value.
An integrated marketing program supporting the launch of MyPuratos and a broader digital ecosystem—bringing commerce, expertise and customer engagement into one connected story.
Focus / Digital Marketing · Integrated planning · Thought Leadership · Collaboration
Context / Puratos Digital Platform Rollout · B2B Industry, Retail, Artisan, and Distribution Bakery Channels · USA
THE STRATEGIC FOCUS
Connect the promise of each service with useful content, practical support and a clear next step for the customer.
01 / TRANSFORMATION CHALLENGE
Grow awareness and adoption of an evolving customer experience.
In 2020, Puratos USA launched MyPuratos, an digital platform of service providing e-commerce, technical support, ideation, and thought leadership resources for customers. Puratos had a strong global brand digitally, but the US digital and social presence needed content and consistency. The marketing challenge was to build awareness and adoption of the new digital services while also building foundational digital marketing capabilities. As the Senior Manager of Marketing, Communications, & Insights for the US, I focused the solution on strategic planning, creative content, and omnichannel engagement.
02 / Storytelling & Integrated PLan
One story. Several ways to show value.
The core focus of the integrated campaign was evolving the digital, social, and PR content to create value-based experiential customer engagement.
Content driven by customer needs: sell · connect · order · learn
SELL
Product Promotions
Content Update
CONNECT
Technical Resources
Content update
ORDER
Inspiration & Seasonal Updates
Content Update
LEARN
Insights & Trends
Content update
Lorem Ipsum
Create experiential engagement in a digital environment.
IMAGERY
Product Promotions
Content Update
VIDEOS & DEMONSTRATIONS
Technical Resources
Content update
RECIPES
Inspiration & Seasonal Updates
Content Update
WEBINARS & EVENTS
Insights & Trends
Content update
Lorem Ipsum
04 / Omnichannel Activation
Every channel a job in the journey.
The integrated omnichannel activation plan drove the story internally and externally, reaching customers at every possible touchpoint with a consistent and compelling message.
Digital Media
Introduce the digital services and make their value visible.
Social Media
Introduce the digital services and make their value visible.
Public Relations
Demonstrate the offer, answer questions and provide useful reasons to engage.
Sales Materials
Connect interest with ordering, practical resources and continued customer contact.
Internal Engagement
Connect interest with ordering, practical resources and continued customer contact.
Education through live digital content. Original creative from the portfolio.
Email connecting the service promise to ordering. Original creative from the portfolio.
Service education and sales support. Original creative from the portfolio.
Selected assets show the team’s campaign output. Portfolio credits cover groups of work and do not assign sole authorship to each asset.
05 / TEST, LEARN & OPTIMIZE
Make measurement part of the operating approach.
The plan called for ongoing evaluation, and the summary workbook tracked activity across social channels, websites, digital services, advertising and customer email. Together, they show an intent to connect activation with learning. They do not document a controlled experiment or isolate the effect of each channel.
01 / OBSERVE — Track behavior
Reach, engagement, clicks, website behavior and service use.
02 / INTERPRET — Read the signals
Compare consistent measures and identify unanswered questions.
03 / REFINE — Adjust the approach
Use the findings to inform content, channel and experience priorities.
04 / REPEAT — Review again
Keep reporting connected to the next planning cycle.
Illustrative learning loop reconstructed from the plan and tracking categories; not a claim that specific tests or optimization lifts were documented.
06 / BUSINESS RELEVANCE & MEASURED SIGNALS
A clearer route to adoption. A broader digital audience.
The program connected service awareness, customer education and sales support around digital adoption. The source workbook also records growth in selected social audiences during 2020.
Instagram followers
1,209 → 2,502 · April 1 to year-end 2020
YouTube subscribers*
678 → 935 · April 1 to year-end 2020
Calculated from the “Follower Growth - Monthly” sheet, April 1 and the year-end column labeled “EOD 2020”; rounded to whole percentages. *The workbook labels this measure “followers.” These are channel audience indicators, not attributed revenue, adoption or conversion lift.
About the evidence
DOTTI HAYNES / STRATEGY INTO PRACTICE
This work brings together digital service strategy, integrated planning, direct creative contribution and agency collaboration around a shared customer purpose.
Let’s talk about your next challenge
Dotti Haynes Marketing Services