Helping a Leading Company Make its Mark
CHALLENGE
After nearly 50 years under the stewardship of the Clifford family, Ventura Transfer Company (VTC), the first bulk handling and transportation company in California, hired a new president and CEO, Brian Oken. With the mandate to increase revenue, profit, and improve brand equity while maintaining VTC's 133-year legacy, Oken sought to expand VTC’s operation base from a predominantly regional presence to a broader national profile. The previous brand was not in sync with who they are, what they stand for and what they promise to deliver. Oken recognized the need to overhaul VTC’s corporate image and brand identity, requiring a new logo and supportive marketing materials to help align VTC’s priorities with those of their customers.
SOLUTION
In order to sustain a competitive advantage, rebuilding a recognizable brand to reflect VTC’s new strategic direction was necessary. Grabiner/Hall was retained to create the corporate identity, develop the new company website, provide ongoing public relations services, and manage the re-launch of the new brand identity into the marketplace. Messaging needed to communicate VTC’s value proposition: a hassle-free experience, top-notch customer service, technology upgrades, and an ongoing customer survey process. G/H’s team kicked into high-gear: organizing website content and flow, honing VTC’s unique selling proposition, uncovering story opportunities that enabled company goals to be communicated, sifting through multiple levels of services and producing concepts that appeal to the target market.
RESULT
VTCÕs web site leads in its market. The new corporate identity has united internal staff, increased morale, and enabled editorial placements in key on and off line publications. Ongoing public relations efforts have provided several placed articles focused on VTCÕs innovative solutions, expertise and quality service. These placements have published in trade publications, newspapers, and online- nationally and internationally. A new customer survey process has launched, providing valuable insight into customer needs, attitudes, and pragmatic content for marketing programs.
Media Inquiries:
Kande Hall
Ph: 310.364.1100 ex106
Fx: 310.364.1222
Twitter: KandeHall
Email: Kande@grabinerhall.com