THE MARKET DYNAMIC
The client was operating within an industry whose image was characterized by the public as being composed mostly of movers who were not punctual, careful, courteous, presentable, responsible or professional when it came to moving an individual’s or company’s belongings. Contracts were driven by price and crews were constantly being turned over leaving many inexperienced movers on the job.
The main marketing challenge was to completely change the public’s bad perception of moving companies and their crews to one that embodies professionalism, responsiveness, customer sensitivity and experience. We needed to re-brand the company in such a way to neutralize the bad industry image and attach a new professional image to the client’s company.
First and foremost, we needed to reposition the company as a “The Professional Mover” serving the New England area. In order to achieve that image, we created a new corporate logo and positioning line “Supporting Your Every Move” and applied it to all marketing support tools including stationery, trucks, uniforms and promotional materials. A newly designed web site was used to launch the new branding. All visuals and copy focused on delivering professional, experience, responsive and caring messaging.
The new campaign was recently launched, the results of which are being monitored.
The client’s many Brand Logo application needs dictated the development of both a vertical and horizontal version of the Brand Identity System. The graphic icon of the system was created by stylizing a “G” in the form of a corrugated box which is the main transport vehicle used to move customer belongings.
The vertical version of the Brand Identity System proved to be the best application In developing the new stationery program for the client. An electronic letterhead was also produced as part of the program. The corrugated box “craft” color and dark brown were used as the color palette for the program.
A series of graphic icons were designed to represent each division along with a universal industry icon to represent the mover personnel. These icons were used throughout the marketing materials to showcase each type of service offered.
A multi-fold service brochure was developed for each type of service. This allowed sales people to “target” messaging and pertinent content directed at the specific needs of each customer profile. Each headline and background photo changed to reflect the particular service that was offered.
POST CARD MAILERS
This series of post card mailers was designed using the same content market differentiators / the goal of these post cards was to create leads for the sales force and to enable them to engage potential customers in each of the targeted markets.
It was decided to design and produce a complete line of employee apparel items that would quickly create new Brand Awareness out in the field directed at both present customers and potential customers who noticed movers and support people doing their jobs.
Since the moving company’s truck fleet was the closest link between the company and its customers, the industry and the public…a major investment was made into purchasing new trucks and repainting old trucks so that the new Brand Identity Image could be professionally displayed.