HCP conducted a series of interviews among key stakeholders within the company, assessed the existing clients, sourced new markets for consideration, and developed a branding and positioning platform combined with an extensive marketing strategy for 2017. Before the name change, Davis had two companies functioning side-by-side with two different sets of services: fabrication and conveyors sales and services. HCP advised that to grow the brand, a new name that encompasses all the services provided was justified.
Next, a series of brand options were presented and finalized. The brand guidelines were created, and all creative print and digital collateral were developed with a massive rollout schedule. With the company’s desire to promote its American-made brand and long history, the colors red, white, and blue were requested by the client, and HCP added rich metal accents to the theme to reinforce the company’s stability and power in the industry. The name hails from the CEO’s surname that has been the driving force for growth for most of the past decade.
With numerous competitors in the conveyor industry, HCP also decided to brand a domain name that would capture the overall industry instead of just a name or tagline. HCP launched Conveyors247.com to own and saturate the industry to position Davis Industrial as “The Go-to Experts” in a crowded marketspace.
The new brand was kept under wraps for six months to prepare for a big industry reveal. HCP developed a rollout calendar over a 60-day period that started with the senior leadership team conducting a companywide event for the big announcement. During that time, HCP launched the new website, corporate office design, signage, fleet vehicle wraps, stationary, uniforms, business cards, trade show booths, and an advertising campaign. In addition, HCP drafted and distributed letters to all customers, vendors, and Davis Industrial partners, letting them know of the new brand initiative before the public launch. In addition, a full media plan was developed, negotiated, and implemented for both print and digital mediums. All social media sites were branded and updated, with HCP taking the lead on content development. Lastly, the final press release was drafted and distributed nationwide through HCP’s partnership with PR Newswire.