overview

Two experienced entrepreneurs contacted VIA Marketing about providing advertising and marketing for their as yet unnamed start-up business. The business would be creating ground cover from recycled tires. The clients were very knowledgeable about the recycled rubber industry and had thoroughly researched the competition.

agency’s task

The client’s objective was to have product and marketing materials ready by the spring landscaping season, which was less than five months away. VIA was asked to create the following.

• A logo and letterhead package for the company
• Logos for two products – landscape ground cover and playground ground cover
• A tagline for the products
• Package designs
• Sales sheets for wholesale customers
• Brochures for the retail customers
• A direct mail piece aimed at landscapers
• A large adhesive, point-of-purchase label

The stumbling block was that the client had not received legal approval for the company name and had not finalized a trademark search for the product name.

timing is everything

It was several weeks before the company name and product names were finalized. Once that was done, VIA began in earnest to develop the marketing materials.

A clean, corporate logo was created for Advanced Ground Care, LLC. Stationery was developed using this logo. Product logos for Endura Premium and Endura Safe ground covers were developed. The Endura logos were strong enough to be visible on packaging in crowded retail settings and immediately convey the differentiation between the Premium and Safe brands. It was determined the tagline would be “we’ve got you covered year after year.” It’s simple; it emphasizes the unique selling point, and it uses wordplay to make it memorable. Package designs incorporated the actual bagged product into the layout to convey either landscape or playground use. Sales sheets and brochures for each of the products and a direct mail postcard were produced to reach the wholesale, retail and landscaper markets. After much searching, a vendor was found who could produce the large 26 x 19 self-adhesive label at an affordable unit cost.

conclusion

Working within the client’s time frame, VIA was able to help Advanced Ground Care successfully launch their new product. It has been well received and they are manufacturing and shipping at capacity. The key was VIA working quickly and efficiently without compromising quality or creativity. By starting with nothing, VIA armed Advanced Ground Care with the tools necessary to enter the market and compete effectively.