Client
Agency
Problem
Omnitracs is a global fleet management technology provider that had grown through a series of strategic acquisitions, uniting six world-class fleet management technology companies under one single name. Omnitracs needed to seamlessly migrate these disparate brands into one power-parent brand that brought all of their employees, customers and stakeholders together with one powerful rally cry.
SOLUTION
Agency Creative conducted qualitative and quantitative research with multiple stakeholders and customers. Based on this, we developed the strategic positioning of the “Power of One.” From there we developed a logo, product nomenclature, brand architecture and a brand migration strategy. Agency Creative unveiled the new brand to the internal audience through a celebrative 1,000+ person event across multiple states with environmental branding, wall wraps, a fun animated screensaver, email blasts, mobile music landing page, mugs, T-shirts and sizzle videos.
The external campaign was launched shortly thereafter including a high-impact mailer to media outlets and eblasts to customers announcing the new brand. It was followed with a number of strategies and tactics including tradeshow marketing, display pull-up banners, recruitment graphics, vehicle wraps, customer email campaign, internal corporate identity, digital ads, print ads, product videos and branding video for the new website.
Results
Omnitracs launched their new brand to their staff at a coordinated Splash Day event that was attended by all 900+ employees. Following this successful event, Omnitracs subsequently launched the brand to their external audiences at the 2015 American Trucking Association conference. The new brand has been well-received by all audiences, effectively positioning Omnitracs as a technology force in the fleet management sector.
