Multi award-winning Skipton Hire Centre (SHC) is a long-established hire company with a reputation for quality, safety, and customer care.
Following a management buyout and business acquisition, SHC Hire asked Fantastic Media to help it bring the two businesses under one group brand. Including full brand activation.
We worked closely with the management team to develop a brand that retained SHC Hire’s existing equity but make it future fit – positioning SHC Hire as an expert group rather than series of individual hire shops.
Integrated Marketing touchpoints:
The Objectives.
The Brief.
SHC Hire’s acquisition of Hartley Hire was the first step of its new ‘buy and build’ growth strategy. The brief was clear, to create and roll out a new brand proposition reflecting the addition and client benefits. The challenges were to create brand consistency and message clarity, improve visual identity, and develop and deliver a marketing strategy that appealed to larger regional contractors.
The Research.
Through our Insight Process, the Fantastic team, took a deep dive into the strengths of each brand, and a subsequent ideation session examined how to consolidate and build on them.
The Big Idea.
We used anecdotal and data-rich insights to simplify the brand, retain its visual consistency and introduce new distinctive design elements, creating a new brand that made SHC Hire distinctive and memorable. One name, one customer-centric service offering and more brand equity. In a nutshell.
The next phase involved developing the brand into clear, consistent messaging about each product and service.
The Strategy.
We then activated signage and marketing collateral for each of the nine SHC Hire sites and launched a full integrated digital marketing campaign. This campaign included advertising, social media content, a website overhaul, SEO and public relations.
You instantly get the feeling that Fantastic Media are grown-ups.
They consult on a business footing because the business owners have other businesses themselves.
Their depth of general business experience is an added value proposition on top of the marketing strategy.
-SHC HIRE
