Portfolio for CDI CORP.

We've customized this portfolio for you. It showcases some of our favorite (and award-winning) positioning work. Enjoy!


 

GOODYEAR® AVIATION: TECHNOLOGY ADVANCEMENTS
Strengthened the brand perception by focusing on a position of technology innovation leadership. Specific advancements, such as Kevlar® brand fiber reinforcement, thicker tread, and antioxidant polymer compounds dramatized that position in a targeted print ad campaign and aviation show trade booth.

 lg goodyear aviationads2


 

GOJO®/PURELL®: EARTH-FRIENDLY INNOVATION
The company’s legacy of sustainable practices and Earth-friendly innovation helped launch the world’s first Green Certified hand sanitizer. A dimensional press kit, interactive sustainability report, regional PR events, plus online and print advertising expressed this leadership with friendliness and humility and without a hint of greenwashing.

 

lg gojo sustainability2

 


 

PURELL®: ADVANCED HAND SANITIZER
As inventors of the category, the PURELL® brand stands for skin health that promotes overall well-being. Launching their Advanced line — which kills more germs while protecting skin — extended this mission in a meaningful way, supported by a website and digital advertising, public relations, and the first of annual hand hygiene summits.

 

lg PURELL AdSeries4

 


 

REPUBLIC STEEL®: STEEL REPUBLIC STEEL
As part of a rebranding initiative and a commitment to positioning the company around special bar quality steel, Republic Steel assumed a stance of leadership that repositioned all others as inferior “wannabes.” The provocative and irreverent campaign consisted of print, outdoor, newsletter, website, and public relations that led to and extended beyond Republic’s 125th anniversary.lg republic flyers3


 

GUIDESTONE®
PROPERTY & CASUALTY PROGRAM:
KNOWING THE CHURCH COMMUNITY
This insurance division of GuideStone Financial Resources, a leader in investments and retirement plans specifically for churches and their staff, were positioned as the only P&C that knows the church community. A whimsical and fresh print and direct marketing campaign “spoke their language” and featured a series of safety tips to underscore the subject matter.

 

lg gsfr property casualty


 

RTI INTERNATIONAL METALS: ADVANCING TITANIUM
This leader in advanced processes, in particular adding value to titanium, were positioned with the theme “Advancing Titanium™.” Collateral, advertising, public relations, publications, government presentations, and industry trade events helped underscore RTI’s superiority for the most advanced applications.

 lg rti annual report

AWARD-WINNING WORK

Goodyear

Leadership through technology.

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Aultman

Leading our community to improved health.

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PURELL

Protecting us from the spread of germs.

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Smith's

Tradition you can taste.

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Artisa

Live Life Uncottaged

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BellStores

Keeping the family on full.

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CSE Federal Credit Union

The Local Alternative

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GOJO

Leader in skin health and hygiene.

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Baja West Coast Kitchen

Fresh food with a West Coast vibe.

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Old Carolina

Authentic Carolina-style barbecue.

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Custom Auto Body

Custom to the rescue!

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NILodor

Invented Pet Odor Control Technology

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MID'S

True Sicilian pasta sauce.

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Baird Brothers

Old school hardwood. Modern accessibility.

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Stark Community Foundation

Connecting people to the causes they care about.

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Stark County District Library

Where everything is free®

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DRB Systems

Transforming the car wash industry.

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Smoke The Burger Joint

Burgers smokin' with attitude.

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Beese Fulmer

Stay rational. Invest long term.

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JOMAC

Powerfully Light

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MCTV

Going the extra smile.

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Republic Steel

Steel Republic Steel.

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Second Harvest

Serving the community.

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Specialty Pipe

Their speciality is being the best.

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Trumbull Metro Housing Authority

Building a solid future for those in need.

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Fair Housing Law Center

Fighting for Equal Housing

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Kimble

The Future of Waste Management

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Massillon Museum

Art & History Come Alive!

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Bird Technologies

The RF Experts

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Verisk 3E

Intelligent compliance. Sustainable progress. A safer world.

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POSITIONISTVIEW® View All Subscribe

Find your brand positioning: Play your Cs to win in marketplace April 17, 2019

Do you ever feel like you’re throwing a wad of spaghetti against the wall and hoping some will stick?That is no way to win in the marketplace.The business with the right strategy and the commitment to carry it out inevit...

The Magnificent Seven: Best marketing books ever April 03, 2019

If you want to get better and better at running your business, you would do well to read a few of the best marketing books of all time.Hewlett-Packard co-founder David Packard famously said, “Marketing is far too importa...

Brand categories great for selling, lousy for unifying our world March 21, 2019

The numbers are mind boggling.Our amazing brains are wired with 100 billion cells, which researchers have found on average send signals 10 times per second. Each brain cell connects to 5,000 other brain cells, which mean...

Winning, compelling content inspires audience to engage, buy March 07, 2019

In a recent column, we quoted marketing guru Seth Godin’s profound observation, “Content marketing is the only marketing left.”Yes, compelling content marketing is that important.Content includes many tactics, from blogg...

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