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Brand Development
ARENDS developed a comprehensive branding program for Systech, beginning with a new umbrella name for an expanding product line. INTEGRA conveyed integrity of both product and company, and the intelligence and integration of smarter and easier to use IT solutions for concrete producers. |
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Teaser Campaign
A three-flight teaser strategy set the stage for a major unveiling at the World of Concrete trade show. Each communication focused on a key brand attribute, articulated the brand value proposition and fueled interest among specifiers. All without revealing the new brand name. |
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Collateral
Timed with the unveiling event at World of Concrete, a six-page insert with CD demo appeared in key trade media during the show. The strategy immediately extended the promise of the Systech brand, demonstrating an INTEGRA system solution that was advanced, reliable, and fully integrated. |
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Trade Show
An all-new exhibit at World of Concrete unveiled the INTEGRA product series. Strategically blended graphics and messaging positioned Systech apart from the competition as a desirable brand on the move. |
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Sales Collateral
Data sheets explaining features and benefits fulfilled a high volume of inquiries for the new INTEGRA software suite. Key among these were explanations of customer support – especially parts and service availability found to be critical to the market segment – and critical to long-term brand success. |
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Web Site
ARENDS revamped the company’s web site, elevating the Systech brand by reinforcing the value proposition of intelligence, integration and integrity. The new INTEGRA series was further detailed, with downloadable information and contact forms for industry partners, end users, and editors. |
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Advertising
Spread ads deployed post launch provided evidence of movement in the marketplace toward INTEGRA and the customer values upheld by Systech. Phase Two of the branding program secured Systech’s position as the category’s leading innovator, with a growing base of winning customers. |
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