Objectives/Unique Selling Proposition
Rocky Mountain Wireline Service (RMWS) is a one-stop shop for all cased hole wireline services. From cement bond logs to swabbing, they do it all. They have been servicing Oil and Gas operators in the greater Rocky Mountain Region for over 30 years.
RMWS’ ability to deliver efficient solutions to stems from their experience and proven track record. They are well-equipped – literally. Their large fleet of wireline trucks, cranes, and trailers insures truck availability to help their clients respond to emergencies and work within the confines of tight schedules.
Our objectives concerned RMWS’ need to increase their reach, expand their audience, and develop brand awareness and engagement through production of marketing materials and spoken, written, and visual company language based around a redefined brand vision. They especially wanted to focus on pivoting and evolving the brand based on the recent incorporation of environmental, green machinery into their fleet.
RMWS’ unique selling proposition included many facets, but at the end of the day we found that it boiled down to “Striving to Be the Golden Standard”. Customers know that RMWS is trustworthy, reputable and offers quality service. Every time.
We began by conducting a thorough review of RMWS’ marketing activities and existing assets. We wanted to understand where they were starting from, and have a clear sense of the direction we were moving.
To further elevate their brand value and create awareness for the revamped brand, we sat down with leaders from RMWS for our proprietary one-day enciteful™ Session – an opportunity to cultivate strategic, meaningful ideas all in the name of enhancing the brand. The session not only allowed us to immerse ourselves in the existing RMWS culture, but also helped us to understand their overall business goals, key competitors, and strategic platform for the future.
After the session, we developed a Brand Brief consisting of a complete SWOT Analysis, Industry Report, Experiential Mapping Report, Customer Profiles, Brand Vision, Brand Position, Brand Difference, Brand Benefit and Brand Promise.
After completing work on these messaging deliverables, we decided that logo re-development was the logical next step in our process. We wanted to focus on RMWS’ desire to be more green and environmentally-conscious. We felt our addition of the leaf icon to their visual identity was a subtle way to speak to their sustainability story.
We kept their red and yellow brand colors consistent, because they already had a significant amount of brand awareness tied to the existing color scheme that we didn’t want to lose. We also developed a supplemental “badge” logo since they use promotional products as a large part of their gifting program with clients. The industry that they are in has a certain expectation of gifting, and the quality of products plays a big part in how they are seen in the eyes of their clients, competitors and the industry as a whole.
The RMWS target audience was broken into three pieces: the guys they were selling to, potential employees, and the general public that lived in the areas that they were working.
On the customer level, they were going after decision makers: petroleum engineers, VPs of Operations, and sometimes COOs and CEOs at smaller companies. These were generally college-educated, “suit and tie” types of guys who are motivated by new technologies and new ways of doing business.
The ideal employee, however, looked a little bit different. Like our previous segment, overwhelmingly male, but not 100%. They were generally in their early 20s, but came from all different backgrounds and walks of life.
The general public was their most challenging target. They needed to focus one educating people and making a difference in a non-confrontational way. Geographically, these people fell largely in Boulder and Broomfield, and were more environmentally-conscious.
We created ideal customer personas to represent these people, and give RMWS a more clear picture of the targets they were trying to reach.
Work for RMWS was a success and received a lot of positive feedback from employees and the general public alike. After unveiling the new brand identity and applying it across the company’s communication touch points, RMWS engagement grew by a wide margin.
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