Background
Bord na Mona was the best kept secret in the growing and changing United States residential, industrial, and municipal wastewater treatment industry. A well established leader outside of America, this quasi-state run environmental agency generates over $550-million in annual revenue. Since 1993, Bord na Mona operated a small U.S. office in Greensboro, North Carolina that was focused exclusively on the residential treatment market.

Challenge
In 2008, the company turned to Griffin when it wanted to expand its United States product marketing program. The problem was that the name Bord na Mona, which is Gaelic for Peat Bord, literally meant nothing to prospective American customers. The company faced a challenge: either change its name or infuse real meaning into the Gaelic name.

A comprehensive evaluation of the company's new product offerings quickly revealed that Bord na Mona was at the forefront of developing environmentally advanced “green” wastewater treatment solutions that returned treated wastewater back into usable water. Griffin recommended that the company keep its current name, which has strong global recognition, and rather adopt a new corporate positioning that would both reinforce its history (Emerald Isle) and amplify its core value proposition (environmentally advanced) – Green by Nature.

The new corporate positioning was launched at the 2008 WEFTEC Conference, the world's largest water environmental technology trade show, supported by new agency-created booth designs, print advertising, collateral, and a comprehensive media outreach program that included on-site management interviews with 15 industry publications over a two day period.

As a result of the campaign, the company received unprecedented editorial coverage, including a cover story in Water World and feature stories in Filtration + Separation, Pumps & Systems, Pollution Engineering, Water Waste Digest, and Water Technology – all within three months of the trade show launch event.