CASE STUDY:

Unifying The Mission Of E-Commerce

Client: Republic National Distributing Company (RNDC)

Industry: Consumer

Services:

  • Marketing Strategy

  • Media Relations

  • Market Visibility

Recognition:

  • PRSA Dallas Pegasus Award, Marketing Communications

Republic National Distributing Company (RNDC) is one of the nation’s leading wholesale beverage alcohol distributors. In 2019, RNDC introduced eRNDC, an online B2B product search and ordering experience.

As one of the first in the beverage-alcohol (BevAlc) industry to adopt e-commerce, RNDC had to educate suppliers, customers and sales associates on its benefits.

Enter Three Box. By leveraging integrated marketing tactics, Three Box sought to increase brand awareness of eRNDC, ultimately leading to increased adoption and referrals.

Read on to learn more about our strategies, tactics and results.

Three Box knew that positioning RNDC as a leading innovator in the BevAlc industry had to be backed by data that would resonate with members of the traditional wholesale industry. To inform RNDC’s campaign approach, the team closely reviewed trusted external resources within the BevAlc industry, including studies by Deloitte, NPR, World Population Review and the International Wine and Spirits Record and also conducted internal surveys with RNDC’s sales team.

Three Box then conducted an in-depth analysis of competitors, auditing digital footprints and identifying key messaging, marketing strengths and weaknesses to strengthen RNDC’s differentiators.

Three Box began with a two-pronged approach to amplify eRNDC’s awareness. First, we made strategic updates to eRNDC’s messaging and visual branding, ensuring that the new brand resonated with eRNDC’s internal team, and was understood by RNDC suppliers and customers. We then led market visibility efforts including targeted media outreach, speaking engagements and award pursuits for national, regional and trade publications to showcase eRNDC’s industry insights, expertise, innovation and excellence.

eRNDC and Three Box’s collaboration enabled eRNDC to earn more than 40 unique media placements, 182 million impressions and a 50% increase in year-over-year media coverage. Additional program results included:

  • Securing two executive interviews and one guest article.

  • eRNDC’s Chief Customer & Commercial Officer being named a 2022 Inspiring Leader by Inspiring Workplaces.

  • eRNDC’s VP of B2C eCommerce being selected as a panelist for Groceryshop 2023, a top industry event, and being named the Bronze Stevie Winner for Female Executive of the Year in the 20th annual Stevie Awards® for Women in Business.

Three Box’s work on RNDC’s brand revitalization and internal communications efforts also helped unify the brand messaging and objectives, leading to an updated brand book championed by eRNDC leadership and implementation across key assets including the website, eRNDC app, social media and internal newsletters.

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