Highlights:
In just three weeks the new branding and positioning messages were rolled out
Later expanded the new brand to trade shows, direct mail, ads, sales collateral
The client secured major new contracts
Acquisitions bring challenges to many aspects of marketing. In Radian's case it included determining how best to present the combined strengths of the new entity and create a fresh new image, while not losing touch with the customers that were the source of their individual success.
Radian was the result of an acquisition by Onex Corporation of LeBLANC Ltd and BMS Communications Services. The combination of the three companies created a major North American supplier and installer of towers and site products, and engineering and technical services for the design and deployment of communication networks for telecom carriers and equipment vendors. The challenge was to build a new image, leveraging from the combined strengths of each company, so that Radian could acquire major communications infrastructure contracts.
Radian had previously employed a top creative agency to develop a logo but had been unsuccessful in using the agency to develop an acceptable visual language and collateral to support the roll-out of the new brand. The acquisition had already been announced and it was imperative that the new name and brand image be introduced as soon as possible.
Hale! Marketing stepped into the gap and rapidly created a range of images for use in all corporate collateral, at trade shows, and on the corporate web site. Simultaneously, we completed the look and feel design and implemented a full intranet-based navigable branding guide. We completed stationery templates for all 23 North American offices and designed mailers to inform clients, vendors and employees of the acquisition and to underline the combined strengths of the new organization. The corporate brochure was the initial realization of the new image and positioning, and was created to firmly place Radian at tier-one level. All the work was completed within three weeks.
The brochure, direct mail, and ads were all used to introduce the new corporate brand to existing and new customers. Messages were tailored to reassure existing customers while presenting the added capabilities and increased strength of the new organization.
We then went on to provide Radian with the creation and production of a complete hierarchy of sales literature, including writing, design, and production of a series of customer success stories focused on specific target market segments.
We also supported Radian's attendance at major industry events with several trade show booth designs, production of booth graphics, and the design and production of a promotional DVD.
During the entire engagement, Radian operated with minimal in-house marketing capability.
Project components:
Corporate identity visuals
Corporate brand guide
Corporate brochure
Corporate presentation
Corporate video
Corporate folder and stationery
Customer success stories
Product data sheets
Pre-show mailers
Show booth design
Show booth graphics
Awareness advertising
(Hale! Marketing did not develop the Radian website)
