B2B Sales Development: School Food Campaign

Project: Produce a package of premium B2B brand assets Red Rabbit’s sales team can use to upgrade their funnel, grow their audience, and fuel their expansion into the Philadelphia and Washington DC markets.

Red Rabbit is a school food catering company dedicated to providing healthy, tasty, culturally relevant food to inner city kids. They built a strong base of operations in NYC and now were looking to expand into two new key markets.

Their primary obstacle to growth was that they didn’t have any physical presence in Washington DC or Philly.

A key “closer” in their sales process was the ability to invite school leaders to one of their kitchens, where they could see the space, meet the chefs, taste the food, and get a feel for the RR difference.

But now, without any physical presence in these markets, this process was unrealistic.

And while these in-person meetings & physical demos were effective, the strategy demanded a huge time requirement of their sales team, which was holding them back from connecting with and closing new leads. 

To scale they needed to develop a set of digital sales assets that bottled the magic of the Red Rabbit story & experience they could use to raise awareness across this new market and communicate their value.

Red Rabbit partnered with BrandGenes to create a series of media assets to give leads a feel for the RR platform, build relationships with decision makers, forge an emotional bond, and cultivate that relationship into new business.

Our strategy was 3-fold:

1. A series of experiential commercials RR used to fuel an advertising & PR campaign to raise mass awareness across the Philly & DC markets, build their brand equity with this new audience, create a strong first touch point, and generate leads for their sales team.
2. A mission statement, shorts, and photos capturing their story and showcasing their mission in action RR could use to infuse emotion into their digital experience, spark engagement at the top of their funnel, and communicate their purpose with prospects.
3. Case studies and testimonials RR used to improve performance at the middle and bottom of their funnel by building trust at the sales point.

We created a cloud folder and one-pager that brought everything together their team now uses as their secret weapon in communicating with prospects.

Results

The expansion campaign was a massive success. Red Rabbit was able to integrate their business into 2 new major markets and had a record sales year, seeing significant growth in every region they support (NY, NJ, DC, Phi).

Red Rabbit used the content package to optimize their funnel’s conversion rate and would even show videos during meetings to forge emotion into their sales process and differentiate their offering from competitors.

Out of 12 Request for Proposals (RFPs), Red Rabbit closed 11 of them for a conversion rate of 92%, which exceeded even their wildest projections and resulted in them doubling their ambitious growth goals for the year.

• 40% annual growth in revenue (Goal was 20%)
• 56% increase in employees (100 to 180 employees)
• 92% Conversion Rate (Closed 11 out of 12 RFPs)