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Branding, Projects, Social Media

August 13, 2018

Strategic Development of an Umbrella Brand

THE CLIENT

Ellefson Transportation Group (ETG) is the parent company of several relocation and storage service companies in the Augusta, GA area. Their portfolio of services includes residential and commercial relocations, records management, secure document and e-scrap destruction, and containerized relocation and storage.

 

THE CHALLENGE

Develop a strategy to rebrand their existing portfolio of businesses underneath their parent company “umbrella brand” this would include developing marketing programs to help cross-promote and cross-sell the various business segments to new and existing clients, under one name.

The brand strategy should be focused on the rich local history and established experience of the organization and encompass all facets of their marketing programs including print media, websites, social media, lead generation  and community and employee engagement.

 

 

THE SOLUTIONS

Visual Brand Enhancements
We worked to developed brand standards & visual guidelines for their brands that would feel connected and cohesive when presented together, but that allowed for the uniqueness of each sub-brand to shine through. Using these guidelines we have continued to reformat and improve their print and digital design  including projects like:

  • Designing and developing cohesive branded print resources and marketing collateral
  • Working with a developer to re-design subsidiary brand websites
  • Working with a developer to create a brand portfolio site
  • Designing branded displays for trade shows and tabletop events

Goals: Increase Brand awareness, brand recognition and brand sentiments in local market place. Create cross-brand awareness between parent company and subsidiary brands to allow for a wider range of cross-promotion and cross-selling of all business segments as a one-stop shop solution for B2B and B2C clients.

 

Social Media Enhancements:
Prior to working with ke design studio, the social presence of Ellefson Transportation Group was limited and their approach and strategy were not defined. We worked alongside their team to develop a posting cadence, define topics for content creation and curation, and create strategies to engage their customer base and encourage employee engagement across all social channels.

Goals: Improve quality and regularity of posting. Encourage internal engagement and promote ideas of thought leadership and employee advocacy among staff. Use social channels as a means to drive traffic to internal websites.


Brand Messaging Enhancements:
In an effort to improve brand messaging approach, we initially focused on strengthening and building upon their long-standing reputation and company traditions. During our time working with ETG we dug into their archives and worked to write out the company history and find creative ways to display that, both internally, and online. Additionally we worked with ETG to:

  • Define their brand voice and positioning based on their mission, vision, & value statements
  • Defined a content development strategy
  • Created dual purpose content – externally: resources for customers and online audience, internally: tools & selling resources for sales team.

Goals: Develop a standard for brand voice and messaging that clearly communicates company culture and history.

 

THE RESULTS

While we still work with this client on a regular basis, over the course of our first 3 years working together, we managed to make significant strides in developing and implementing marketing strategies and programs that delivered noticeable results for their organization including:

  • Increased in web traffic and conversions
  • Increased in social media metrics
  • Increased brand awareness
  • Improved employee engagement
  • Year-over-Year revenue stream growth

View samples of some of the projects we have completed for Ellefson Transportation Group here.

If you have questions about our work or services, or are interested in partnering with us to up-level your branding and marketing initiatives, we’d love to hear from you!

 

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