Consolidated Graphics: CGXSolutions Communications Program
2008 ReBrand 100 Winners > merit
Industry: Printing/Copier Manufacturers - Below: Before Image, Rebrand Images, Summary, Credits
Summary: Industry Setting - CGXSolutions was created as a business division of the nation’s leading commercial printing company, Consolidated Graphics. CGXSolutions has proved not only to be a viable business, but is also Consolidated Graphics’ fastest-growing segment and has become a true differentiator for the company. Challenge - 1. CGXSolutions clients don’t know about all CGXSolutions products. 2. Clients don’t understand CGX, CGXSolutions and “XYZ” printing company connection. 3. Clients are easily overwhelmed by the technology of CGX Solutions. Strategy - 1. Develop a core messaging platform, a creative strategy and a phased communications plan to uniquely position and brand the division. 2. Conceptually illustrate various service offerings. 3. Include awareness and educational components as they relate to motivating sales reps, potential distribution channels and prospective customers. 4. Aggressively use CrossMedia to promote new services and events. Result - From launch at a major tradeshow: Direct mail recipients visited their personalized CGXSolutions website, and of those, 83% registered online to visit the tradeshow booth and submitted an informational form. Those who registered and visited the CGXSolutions booth later requested follow-up, in-person presentations. Over a four-month period, CGXSolutions made more than 120 new business presentations utilizing its new messaging and brand image, increasing company sales overall by 14%. Credits: Client: Consolidated Graphics - www.consolidatedgraphics.com Brand Strategists/Designers: Savage Branding & Corporate Design - www.savagedesign.com Creative Director: Paula Hansen Designer: Ruth Ann Johnson Writer: Scott Redepnning Illustrator: Craig Frazier Printer: Western Lithograph [back] |
