Oct 08, 2003

LEAP Tapped as Agency of Record for Corporate Rebranding of CJ Krehbiel Company

by: lfi-m in News

The C.J. Krehbiel Company, a full-service printer of books, catalogs, directories, magazines, manuals and other materials, has selected LEAP (LEAP), a digital marketing agency, to provide Brand Strategy, Interactive and Advertising for their company. LEAP is providing creative services including naming, identity design, website development, collateral design, copywriting, advertising and media planning and consulting services.

The C.J. Krehbiel Company (CJK) and LEAP will be working over the next 12 months on developing a new Brand Strategy for the company. The work will involve updating existing materials, development of new materials and focusing on the website as the central tool for digital marketing and communications. The campaign began with an ad announcing the rebranding debut in spring 2004. Utilizing a sepia photograph of the founder, "CJ," and photographs from the original company in 1895, the ad features the headline "A Printing Legacy Evolves."

CJK's complete in-house capabilities and advanced press technology allow them to offer great flexibility in printing. Their ability to print in a variety of formats and signatures and to produce full-color work ensures the uniqueness and success of their client's projects. In addition to standard sizes, their unique trim sizes increase the recognition of printed pieces while avoiding extra costs and turn-around time. Their complete in-house bindery is one of the largest in the Midwest, able to accommodate even the most unique of requests. Hardcover adhesive and smyth sewn, saddlestitch, wire-o, spiral and mechanical binding are just some of the choices.

"The CJ Krehbiel Company is thoroughly focused on providing consistent quality for the customer without sacrificing efficiency and that's an integral ingredient for any successful brand community," says Ran Mullins, Vice President Branding Strategy for LEAP. "CJ Krehbiel has really connected with their customers' needs. By listening carefully and responding quickly, CJK has become known as a trusted brand with strong integrity and more than 130 years of service. This level of brand equity provides LEAP with the challenge of expanding on that success and developing a new client base outside of their existing brand community."

About LEAP
LEAP is a digital agency with an integrated philosophy at its core. LEAP delivers integrated experiences that connect on brand promise and achieves true integration by ensuring brands become a seamless part of the consumer lifestyle, not an interruptive one. LEAP has developed a depth of expertise in the consumer product and retail, financial services, food and beverage, healthcare, business-to-business, and fashion and entertainment markets.

LEAP has offices in Louisville, Boston, and Cincinnati. Find out more at www.leapagency.com.