A retail franchise financing and development firm seeking to grow by bringing a powerful value proposition to a broader market.

Marketing Strategy

Challenge: Deliver market awareness and internal alignment for a company ready to compete against well-established brands.

Rand Inc. Solutions:

• Developed a comprehensive understanding of the company's business model and objectives; their culture, history, and values; and the needs of their expanded target audience.
• Worked closely with the client to define brand attributes and develop a unique position versus the competition.
• Worked closely with the internal team to ensure understanding and support of the new brand direction.
• Developed key messaging to ensure that all communications are executed consistently.
• Developed marketing strategy to address business objectives, with Brand Architecture as the foundation.
• Developed integrated communications plan to efficiently and effectively deliver message to all targets through an ongoing marketing “rhythm.”
• Operated as company’s internal marketing organization.

Communications Planning & Execution

Challenge: Sustain awareness through ongoing communication of value proposition to key targets.

Rand Inc. Solutions:

• Leveraged Brand Architecture to create an “umbrella” campaign theme for all tactics
• Planned and executed a multi-channel integrated campaign leveraging print, electronic, and direct tactics to drive brand awareness and communicate value proposition

Results:

• Company has more than tripled its revenue in the past three years
• Company has expanded and diversified its operations
• Martin Capital is now a recognized leader in its market space