Optima Graphics, owned by Taylor Corporation (a multi-billion dollar private company that has grown into one of the largest printing-based companies in North America, and also operates in Europe and Australia), provides high-quality products and services centered on visual engagement primarily to customers in the American Trade Show industry.
We were engaged to guide development of their Strategic Vision and Brand Strategy. We began with in-depth qualitative interviews with their executive team and customers.
The Strategic Vision included creating a detailed current and future profile of all aspects of the company, including: business concept, driving force, customers, brand, products, geography, marketing and promotion, organizational structure, culture, financial performance, etc. And, finally, to determine the Critical Issues on which the company must focus to achieve the Strategic Vision were identified.
The objective of a Brand Strategy is to create a Brand Promise that, when effectively expressed in the marketplace, will result in profitable organic growth, i.e., more customers buying more Optima Graphics products and services more often.
We began by using the qualitative customer interviews to deepen our understanding of their relationship with Optima Graphics and competitive brands. Next, we uncovered customer’s underlying needs and motivations, and determined how we wanted the Optima Graphics brand to evolve in the future. Lastly, we created a Brand Promise that was compelling, believable and distinct in order to drive growth that was consistent with the Optima Graphics Strategic Vision.
- Kevin Kirbey, CEO, Optima Graphics
- Tim Broadhead, Amsterdam
- Dave Brown, VP of Sales, Optima Graphics
- Gary Camarato, VP of Marketing and Creative Development, Optima Graphics
- Christine Kimack, VP of Operations, Optima Graphics
- Larry Lorenzen, Taylor Corp.
- John Mattes, Taylor Corp.
- Jason Moreau, Amsterdam
- Bruce Noe, VP of Finance, Optima
- Robin Talbott, VP of Customer Support, Optima Graphics