CASE STUDY
Revitalizing a Brand
ALTRANS POSTAL SOLUTIONS
MARKETING STRATEGY, BRAND IDENTITY, EMAIL MARKETING, SALES ENABLEMENT, SOCIAL MEDIA, CONTENT DEVELOPMENT
THE PROJECT
A full-service mail planning and logistics company, Altrans Postal Solutions needed to revitalize its brand and ramp up outbound marketing efforts to meet growth goals.
THE CHALLENGE
Their very minimal branding was more than a decade old without any organized attempt at marketing it. In a sea of seemingly look-alike service providers, they needed to stand out among the competition and implement a sales enablement strategy to build a solid lead funnel.
THE RESULT
The company’s profile was elevated in key target markets, helping them achieve a 36.5% increase in sales in just one year. New brand identity work brought an enormous spike in awareness and increased engagement with an over 100% increase in social media activity and a website which topped 1000% traffic lift.
Revitalizing a Brand
Altrans had not made any significant marketing efforts in over a decade, relying fully on word-of-mouth referrals and repeat customers to sustain business. Its brand identity and assets were in desperate need of an update and there was no formal marketing strategy in place. Their sales process was unchanged for decades, and the lack of tech stack made implementation of any strategy challenging for its hands-on management team.
Before any sales enablement activities could even be considered, the groundwork was laid by creating an entirely new brand image and style guide that added a contemporary perspective on the brand and was a solid fit for the current industry climate. Research to assess the competitive landscape, potential sales targets and develop a SWOT analysis with critical persona identification created the foundation needed to bring this brand back to market and showcase it as a leader.
Aligning Marketing with Sales Enablement
With an effective, tested brand launch completed, it was time to help the team at Altrans create and manage a larger, more active sales funnel. We assisted with the implementation of a tech stack that would capture, track and market to the new incoming leads. This included instituting a CRM solution to manage prospects and contacts, as well as creating new automations to nurture lead development and build engagement.
Social media was an untapped landscape for the company and the team, so it was important to establish a branded presence for the company and its leadership team that would foster lead generation, brand awareness and engagement. Our work to showcase their expertise and leadership, along with the launch of a completely new website, helped increase prospect and customer engagement over 100% in social media channels and build website traffic to a 1000% lift.
It should be noted that none of this would be possible without the enthusiastic participation of the Altrans leadership team, who embraced the new technology willingly, despite some of the challenges of those shifts. This included their website, which they determined would perform better with additional tech to foster prospect and customer communications. Once launched, these efforts generated an immediate and positive response from past and current customers who became reengaged with the brand as well as interest from new prospects.
Beyond the Basics
As the program has grown, Altrans Postal Solutions’ reputation as a trusted subject matter expert grew exponentially with their target audience. Customer and prospect awareness of and engagement with the company continues to build at a rate that the leadership team finds impressive, including a 36.5% growth in overall sales in the first year.
The best marketing program evolves with time and is iterative based on new data. For Altrans, all communications, including inbound lead generating automations, are regularly modified based on data collected since the initial launch of the rebranding campaign. As the management team gained comfort with the new tactics, we have continued to expand digital channel outreach to engage key prospects and develop even better branded content that showcases their leadership in the market.
How We Did It
Altrans Postal Solutions looked for a marketing technology stack that would be reasonable to implement and maintain, but that would leverage their strength as long-established industry leaders in their space.
