In the world of baseball, hitting with a wood bat is as essential to the game as wheels are to a car. However, wood is fragile, it bends and breaks. Which is why in 1993 Steve Baum invented a solution to the wood epidemic that had perplexed the game of baseball for over 200 years. Baum Enterprises is a baseball bat manufacturer of composite wood bats that hit like wood, feel like wood and react like wood, but are 400 times stronger than a traditional wood bat, making them virtually indestructible.
After being purchased in 2015, Baum Enterprises needed to refresh the 22-year-old brand, while messaging the change in ownership without turning away customers or bringing the integrity of the brand or product into question. Baum Enterprises looked to us for help identifying their brand, writing their story and creating a message that would resonate with their audience.
We began by taking a deep dive into the baseball industry, researching Baum Enterprises key competitors e.g. Easton, Louisville Slugger, Hickory Bats. We then moved into their brand identity and messaging. We planned and executed their new brand including: Logo Refresh, Tag Line, Tone & Voice, Typography and Color Palette.
The next step was to apply branding across all channels to unify their story, copy and messaging on their site and on social media. We created social media content strategies to use moving forward and since launch, we’ve helped Baum Enterprises raise their account following and social presence by a combined 60% through our strategic social media management and by working with social media influencers as a marketing strategy.
This new momentum caught the attention of their partner justbats.com (an online E-commerce retailer) who we worked with to coordinate a campaign to raise awareness around their new product, White Lightning. Justbats.com was initially concerned by the engagement needed by their audience for the White Lightning campaign to succeed, but upon launch, it was highest engaged social media campaign in the history of their site.
Since implementation Baum Enterprises has seen a steady growth in their sales, social presence and following as we continue to establish Baum as a premier sports brand.
December 19, 2017