Newmarket International pursued a successful acquisition strategy to become a global leader in providing sales and group catering software solutions for some of the world’s best hospitality companies, but found itself with a smorgasbord of corporate and product brand names in the process. To move forward the company needed to resolve its brand architecture, embrace its new employees and create a more efficient, unified customer experience.
www.newmarketinc.com
We took a step-by-step approach to understanding the reputation and equity of each brand in Newmarket’s portfolio before realigning them under a strong new corporate brand convention. By visually linking the product names to the corporate name we retained the competitive dominance of recognized market leaders while unifying the product line and expanding Newmarket’s global reach in multi-tiered service markets.
We redesigned Newmarket’s website around a highly organized information architecture that helps decision makers find exactly what they need to make a contact or request technical support. The clean design gives equal weight to multiple product lines and unites them in a visual display that communicates the full breadth of Newmarket’s suite of software solutions. A powerful content management system gives the marketing team full control over calls to action and all web copy.
We built an internal service portal to link accounting, customer service and sales support through a single knowledge base. It sits on a very flexible, extendable application platform that will grow with future initiatives. It’s also fully integrated with SalesForce.com and helps Newmarket employees deliver a superior customer experience from inquiry through purchase, implementation and billing.
Merging companies and brands created major challenges for the Newmarket sales teams. We applied the new brand architecture to a complete set of sales collateral including PowerPoint presentations, tear sheets and email signatures and customized the messaging by market segments. The updated materials reinforce the new brand position and provide a common language for the combined sales force.
