Historic family business revitalizes their brand positioning

The best way to learn about digital marketing is to share the stories of those navigating its winding path. The road to growth isn't easy, and USDP wants to highlight the fruitful efforts of marketing leaders who are forging ahead, shaping success in their own industries.

The Company: Zumbiel Packaging

Industry: Paperboard & Packaging

Location: Hebron, KY

Employees: 150+

Marketers: Allie Clark and Executive Team

Founded in 1848 and guided by the same family ever since, the nation's oldest packaging company has a long history of adapting to change. Reaching decision-makers in the food and beverage world requires sharp strategy and bold ideas—a challenge embraced by Allie Clark, head of corporate branding, who transitioned into marketing from a different role. Allie took on the ambitious task of helping Zumbiel Packaging stand out, and she knew that making an impact would require creativity and collaboration.

The Problem: Poor brand execution

Even with its renowned history and printing experience, Zumbiel struggled to communicate its capabilities and connect with prospects. Their online presence was more of a turn-off than a lead magnet. It lacked the right messaging, imagery, video, and overall brand experience to capture the attention of visitors and tell a story they wanted to be a part of.

The Strategy: Digital revival

Zumbiel partnered with USDP to clear the clutter and craft a fresh, cohesive brand experience. Together, we mapped out a strategy to reimagine their messaging, strengthen their identity, and bring it all to life through a dynamic website and targeted marketing efforts. From the first idea to the final execution, it was a partnership built on transforming how they tell their story.

The Tactics: Intentional marketing

To make this happen, we worked with Zumbiel to execute the following:

1. Story-Driven Messaging Refresh: showcase Zumbiel’s innovation and forward-thinking approach 
2. Digital Ad Campaigns: boost awareness while the site refresh is underway
3. Website Redesign: launch the new messaging and visual positioning
4. Tradeshow Booth Design: renew the road show and create excitement
5. Begin Blogging: tell stories of capabilities, culture, and events
6. Content Push: promote more content featuring Zumbiel's industry-leading capabilities for sustainability 

The Results: New momentum

The Zumbiel team hasn't been this excited about the company and the future in years. Substantial new traffic to the website, glowing feedback from customers, and new energy from employees have all been the first fruits of this new launch. The truth is, this journey is just getting started for Allie Clark and her team.

Congratulations to Zumbiel, and cheers to the next 175 years!

Take a closer look at Zumbiel