It’s all in the details, so give them what they want.
PARC’s primary market is the amusement and water park industry. As a contender in a niche industry, they needed to find a way to engage their target market with more personality and emotion. Although the company excelled at getting short-listed during the new business RFP process, they were missing some opportunities due to lack of brand personality. They hired us to reevaluate their brand, determine the reasons why they were not succeeding, and find ways to engage their audience during the presentation phase to rebrand their image, shift perceptions and help them win.
While PARC had unmatched service offerings, their brand story needed to be revamped because this was not be communicated effectively. Instead of telling their story in a clear and concise way, they had too many elements that did not flow. This created a lack of effective communication, from their presentation materials to their pitch. Their brand needed to convey why their company was the best selection for the job in an interesting and engaging way. Their overall brand lacked consistency and cohesion at every level, which reflected in the way they were perceived.
Once PARC described their issues, we stepped in and took a good look at their presentation, recognizing the lack of unity in the materials, structure and delivery. We created a series of several brand prints which unified their materials and gave the audience an opportunity to connect with their story. We also developed strong visuals that focused on fond memories at amusement parks to evoke emotion, introducing the “human” side of the company, and inserted quirky, off-the-cuff job titles like “Chief of Smiles” and “Safety Sheriff” into the materials and presentation that resonated with the target decision maker being focused on core service offerings at the park level.
With the implementation of the rebrand, PARC’s story began to connect with their audience, allowing them to standout from the competition and win contracts. Through our retooling efforts, we created a blueprint for success, branding their company in a way that defined who they were and what made them unique. By creating a unified look, capitalizing on the brand and enhancing their image, they were able to build on the blueprint, repurpose the materials, fine-tune their presentations and tailor each delivery for future opportunities.