CASE STUDY: Coca-Cola’s Military Channel Enlists addONE

Client
The Coca-Cola Company is the world's largest beverage company.

Situation
The Military Channel at Coca-Cola North America works with every branch of the U.S. armed forces. From bases to ships, from retail locations to foodservice and vending, the division provides marketing support wherever military personnel and their families purchase beverages around the globe. The channel addresses seven primary customers, each with separate marketing objectives and promotional calendars. The challenge? Several years ago, the company only had one full-time professional managing and executing all programs.

The addONE Solution
When addONE began working for The Coca-Cola Company’s Military Channel in 2004, the firm’s marching orders were to temporarily replace the manager on maternity leave. The arrangement proved so beneficial, that the company assigned the agency additional projects after her return. During 2005, the manager departed, and Dan Redler was named Senior Customer Marketing Manager for the channel. After assessing the scope of work, he realized he needed more troops.

“Managing the budget, workflow and deliverables took more than one person,” says Redler. “It was difficult to handle all the ads, coupons, shipping and promotional materials, while connecting the right brands to the right locations and targeting the right consumers. We needed arms, legs and muscle to coordinate the different elements, but our work flow is cyclical.” In addition, sometimes The Coca-Cola Company’s Military Channel had one-time projects. “The nature of our business,” he says, “is that customer and marketing budgets can incur hourly expenses for contractors so that we don’t have to invest in new hires and the overhead associated with a paycheck. addONE offers a perfect solution.”

The work became instinctive to addONE. “They knew what needed to be done and when,” recalls Dan. “If I wasn’t there to direct activities, the work kept flowing.” Another benefit: superior quality performance. Impressed with the personnel, he will continue to use the agency in a new role he assumed at Coke. “You can’t tell if the work is done by an addONE associate or by someone from our company. When you use addONE, your goals and objectives are met, and the associate even brings other processes and ideas that you hadn’t considered. They can do the job and add to it.”

The outside assistance enables Dan to focus on strategy rather than execution. “I can concentrate on things that bring value to our business. I can work more closely with customers, focus on where we’re not winning in the marketplace or direct my attention to needs identified by upper management.”

The relationship has been so rewarding, he enthusiastically recommends the agency. “I trust the people who work for addONE,” says Dan. “They understand marketing. They understand how to work within complex systems. They understand the importance of managing the customer and they understand the consumer as well. They can act at a strategic level and they can execute programs. Whatever you need them to be, they adapt to get it done. Most of all, they believe in our company and want us to be successful.”

CASE STUDY: Things Go Better with addONE

Client
Atlanta-based Studio oneOone is a full-service marketing agency established more than 25 years ago.

Situation
Studio oneOone has a long-term association with The Coca-Cola Company, including an ongoing assignment to produce regional coupon programs. “Our clients disliked undertaking these initiatives because they involve detailed execution, and if errors occur, the liability and cost is enormous,” says Sharon Davidson, principal, Studio oneOone.

The agency had worked with its client contact, Rhonda Lytle, to streamline processes and simplify the program. Eventually, she left Coke and began doing contract work. When Sharon discovered Rhonda worked with addONE, the women shared a “light bulb” moment. Rhonda could continue with the agency on an interim basis to help manage the program. Studio oneOone wanted her expertise, but there wasn’t enough work to support a full-time position.

“We knew Rhonda, and we knew her work ethic,” says Sharon. “We jumped at the opportunity before she could accept another assignment. She’s THAT good, and reflective of the seasoned, highly competent, personable marketing professionals that work with addONE.”

The addONE Solution
addONE assigned Rhonda to the account. She continued to improve the coupon program until the processes – from concept to production to implementation -- became seamless. “Our customers no longer cringe when they have coupon programs. It’s one less thing they have to worry about,” says Sharon. “Our job is to help make their life easier.”

And, because of Rhonda’s inside experience at Coke, she was able to provide greater strategic direction to the client and the agency’s creative team. Thanks to her expertise, as well as her network of contacts, the program became more appealing to other internal clients at Coke. As a result, Studio oneOone grew its business.

“Rhonda has been an extraordinary resource filling an important gap, but she also helped expand the account and produced incremental businesses,” says Sharon. “It’s really been a huge win for us; we’re excited about what future opportunities will bring. Based on the standards of the people who have worked for us, addONE knows exactly the type of professionals we need. We will definitely use their services again.”

CASE STUDY: addONE Earns Wings Flying Missions for Coke

Client
The Coca-Cola Company is the world's largest beverage company.

Situation
The Coca-Cola Company’s Army Air Force Exchange Service (AAFES) sales team serves the resale system for two branches of the armed forces, which operate 2,300 supermarkets, convenience stores, and other retail and foodservice outlets inside U.S. military installations worldwide. It also coordinates activities with 160 bottler contacts. When the department reorganized, as part of a budget-saving measure, it did not fill the key position of Marketing Manager.

The addONE Solution
Peter Goulbourne needed a wing “man.” Although the Senior National Account Executive forged customer and bottler relationships outside the company, there was no liaison to gather reconnaissance about brand and promotional strategies within the organization. The former Marketing Manager handled those tasks, but the full-time position was no longer funded. Coke turned to addONE to take on the responsibility, in addition to other assignments the firm already conducted for the department.

Melissa Packman, addONE founder and Chief Executive Officer, assumed the role. “She provides a valuable service,” says Peter. “Melissa acts as a conduit between our team and the company’s brand folks. She finds out what programs, materials and funding are available and helps develop promotional packages that are in line with brand strategies. addONE does so much work for the company in other capacities, she sees the synergies and connects the dots. I’ll say, ‘give it to me in one page,’ and she does. Melissa boils it down and lets me know whether it will work for our customers.”

Peter also appreciates her dedication and work ethic. “With Melissa, I have a person that I trust. I refer to her as a ‘diamond’ – and I use that word sparingly. She never says ‘no’ or ‘I can’t;’ she says, ‘let’s see what we can do.’ If I share an idea, it never dies. I don’t have to explain everything in painful detail and she makes herself highly accessible. She gets it and anticipates issues -- even if they are not articulated. Melissa knows how to fill in the gaps and typically over-delivers.”

In addition, Melissa and other addONE associates help execute the programs. “addONE members are a critical component of our team,” says Peter. “Without them, we couldn’t deliver about 75 percent of our promotional work. Their assistance allows me to brainstorm new ways to build business with customers and deepen relationships within the bottling system.

“Without a doubt, I highly recommend addONE to others,” he continues. “The people who work there not only understand the Coke system, they understand marketing and consumers. That skill set is valuable across many industries. If you want something done exceedingly well the first time, addONE does more than get the job done.”