NEW MARKET INTRODUCTION

CHALLENGE:
ETAN developed 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 the industry’s established vendors. The success of product was clear, but ETAN was virtually unknown in this niche market.

SOLUTION:
As a new player in the tolling industry, 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:

  • Product brand development – name, logo, collateral, website, advertising, booth graphics, PR strategies, presentations, social media and email campaigns, 
  • Recognition for Private Sector Innovation in the International Bridge, Tunnel and Tollway Association’s (IBTTA) 2017 Toll Excellence Awards 
  • Engagement with tolling industry trade organizations and events
  • Design and implementation of a thought leadership campaign that included speaking engagements, content creation, articles in the trade media, and cultivation of  partnerships with existing clients and tolling/transportation advocacy organizations
  • Strategic touchpoint management strategies
  • Creative use of branding, graphics, and print and digital outreach
  • Editorial contribution in the trade press
  • Product and event advertising
Website
Product Video
TRADE MEDIA

Trade Press Coverage, Transportation Technology International, 2016

Contributed Content, TollTrans Magazine, 2017

Advertisement, Transportation Technology International, 2017

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 created significant barriers to cross-brand promotion. 

SOLUTION:
The companies were rebranded and reorganized under a parent entity, allowing for the alignment of diverse 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.

COLLATERAL