Building a Brand on Storytelling

About This Project

Before storytelling was a thing, Merry Ann built a company around compelling characters and events from the past to engage kids, parents and teachers. Buckboard Provisioning Co. brought web-based ordering and fulfillment to the school and nonprofit fundraising model.

The company offered an alternative to candy and wrapping paper fundraisers with a healthy product line based on Old West history.

Launching a new brand

As co-founder and president, Merry Ann developed the Buckboard brand from initial
concept to an eCommerce business with a line of 27 healthy products, from original-recipe batter breads to organic 100% fruit spreads.  She handled marketing and outreach for the brand:

  • Identity development
  • Trademark and patent searches
  • Web content
  • Sales collaterals
  • Events and trade shows
  • Public relations
  • Direct mail
  • Ad copy
  • Newsletters

Results

Merry Ann was honored with a 2007 Silver ADDY® Award for the company’s product packaging and the Gazetteer newsletter. Buckboard Provisioning was sold in 2008.

Sales Collaterals

Buckboard brochure storytelling promoting Old West products

Storytelling copywriting


Direct Mailers

Buckboard direct mailer storytelling
Buckboard direct mailer 1 storytelling

Custom Ecommerce Website

Buckboard web content website screenshot


Award-winning Storytelling Newsletter

Buckboard Gazetteer copywriting using storytelling


Folder for Sales Collaterals

Buckboard presentation folder award-winning design

Buckboard presentation folder award-winning copywriting
Buckboard presentation folder award-winning copywriting

Media Coverage

Media relations coverage in The Oregonian
Buckboard public relations daily newspaper coverage

Project Summary

Recognizing parent frustration with junk food fundraisers as a business opportunity, Merry Ann co-founded Buckboard Provisioning Co., an eCommerce business based on storytelling, with a line of 27 healthy “Old West” products.

Skills

  • Branding
  • Communications Strategy
  • Copywriting
  • Media Relations
  • Website Content

Testimonial

“Recently I bought a number of your organization's 'provisions' to benefit my neighborhood school, Roseway Heights, in Portland. I was extremely impressed with the quality of the product and the simple beauty of the packaging. The teas and mixes for baked goods are excellent. It's such a welcome change from plastic tubs of mass-produced cookie dough! I really felt good about supporting local growers and distributors.”

Kelly McDonald Customer

Category
Ad copy, Branding, Communication Strategy, Copywriting, Direct Mail, Public Relations, Storytelling, Taglines, Web Content