Asphalt Roofing Industry
Rebranding / Marketing Collateral / Sales Support Material
THE CHALLENGE
To take an established 33 year old recognized leading industrial brand in its geographic market Eastern Canada, North and South Eastern, Midwest USA. Acumen was sought to re-energize and inject new life into the mature brand, by creating and developing a new distinctive brand identity and tagline to be used as the visual identifier to its segment, vertical and target markets. Also, that would build upon the product’s past success and increase brand name awareness and recognition to the marketplace.
THE SOLUTION
Acumen Marketing Communications presented the company with a dynamic, cohesive and integrated branding and marketing communications multipronged approach. Through repositioning the brand, as an environmentally friendly product, and clearly communicate the brand story through its messages and its marketing materials and print advertising. To create, develop and design a new distinctive brand identity and hallmark, that would standout and clearly communicate the message and demonstrate the product key attributes and benefits, to its current, past and prospective customers throughout its branding, marketing collateral, sales support materials and trade show exposition.
THE RESULT
As a result, the company’s primary product was able to increase brand loyalty and generate new and more interest, through demonstration of more value to its existing industrial channels, distributors. That would ultimately drive new marketing and sales opportunities for its in-house sales force last year.
Stevedoring Industry
Marketing / Sales Approach and Collateral Development
THE CHALLENGE
To take an established Stevedoring business that was founded in 1930, that has multiple locations in the Maritimes, Eastern Canada and the US Gulf Port, which wanted to develop a cohesive marketing and sales approach that would lay the building blocks to foster new growth opportunities for expansion. The company chose Acumen to assist in the development of a comprehensive marketing and communications creative strategy that would produce a distinctive marketing identity and increase brand recognition to its stakeholders. That would drive sales in the highly competitive stevedoring industry.
THE SOLUTION
Acumen Marketing Communications presented the company with a comprehensive and integrated marketing and promotional plan, strategy and tactics that would allow it to exceed its business, short and medium term objectives. We recommended that they use a multipronged approach to develop, create and design the initiatives, tools and materials; such as, a marketing kit that would clearly communicate the key benefits, and emphasize, and showcase the depth and variety of services, thereby positioning it as an established business to prospective customers and as a progressive thinking organization to its existing clientele. Also, another element was a trade advertising campaign that consisted of a series of print ads. That were crafted and executed to increase name recognition, remind and reinforce to the target market and audience of the key advantages, and benefits of the company services.
THE RESULT
As a result, the company was able to penetrate and develop new business opportunities that aided its continuous development and maximized its growth to industry, existing and new vertical markets. Finally, the company was able to develop, drive and secure more sales annually. |
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