New Market Introduction
CHALLENGE:
ETAN delivered a custom toll-by-plate operating and account management system to Miami-Dade Expressway Authority (MDX) that exceeded the accuracy and capability of tolling systems available from established toll industry vendors. The success of product was clear, but ETAN was virtually unknown in this niche market.
SOLUTION:
As a new player in a market, we needed to quickly promote our company and differentiate our offering and approach from the formidable competition–which included internationally recognized brands with decades of tolling experience. Through thoughtful strategy and planning, we drove brand/product awareness from zero to 70% among decision makers and 45% among industry consultants and influencers over a three-year period. Tactics included:
- Collaboration with MDX leadership and PR to publicize the product success
- Engagement with tolling industry trade organizations and events
- Design and implementation of a thought leadership campaign that included case studies, articles in the trade media, and speaking engagements
- Recognized for Private Sector Innovation at the IBTTA Toll Excellence Awards
- Strategic touchpoint management strategies
- Creative use of branding, graphics, and print and digital outreach
- Trade publication and event advertising
Website
Thought Leadership
Advertisement
Corporate Rebranding
CHALLENGE:
The ETAN family of companies was operated as four distinct corporate entities, each with an individual brand. This structure hindered effective characterization of the size and scope of the organization, and caused significant barriers to promoting customer engagement across the brands.
SOLUTION:
The four companies were rebranded and reorganized under a single brand to align service offerings and capabilities. This overhaul entailed the identification and rebranding of every corporate touchpoint from email addresses and signatures, telephonic protocols, logos, websites, graphics and signage, marketing collateral, and corporate and internal communications.
- Logo and identity design
- Service repositioning
- Development of Branding and graphics standards
- Collaboration with business units and internal partners throughout implementation
- Client communication strategy and planning
- Brand introduction and marketing campaigns
Community Relations
SEASON OF SERVICE
With the goal of changing the organization’s traditional approach to the holidays, we introduced the month-long Season of Service campaign.
- In lieu of a Thanksgiving luncheon, we kicked off an employee food drive.
- In place of a company holiday party, the entire staff volunteered at the North Texas Food Bank
- Instead of typical holiday gifts, a substantial donation to Feeding America was made on behalf of our customers to help combat hunger in their communities.
Employee invitations were accompanied by a branded brown paper bag they could fill with food for donation. The event was so popular among employees, we did it again the next year.
