As an extension of its recent business strategy to cultivate upmarket growth, Merchants Fleet Management needed to reposition its brand messaging and core value proposition to appeal to a more sophisticated and national audience of corporate fleet decision-makers.
Merchant’s high-touch culture of doing whatever it takes to customize a fleet solution needed to be conveyed in a way that emphasized innovation and flexibility while striking a sharp contrast with larger competitors who were far more staid and complacent in their business approach.
We communicated this differentiator through a campaign entitled “Go Further,” which positioned Merchants as the nimble innovator, constantly striving to meet its customers’ needs with creative and flexible fleet management products that larger, more established brands couldn’t possibly match.
We designed the Merchants website as the centerpiece of the campaign and to support the “Go Further” positioning. We built the site utilizing responsive design, ensuring it delivers an optimal user experience across the desktop, tablets and mobile devices, which are fast becoming the preferred on-ramp for fleet managers.
A national brand awareness campaign utilizing print and digital outlets was deployed to attract new prospects and to raise awareness of Merchants to stand out from its competitive set of larger, more established brands like Enterprise, Hertz/Donlen and GE Capital.
We paired the “Go Further” headline with visually striking images that typified an adventurous, can-do spirit. The photographs, of remote, desolate places like the desert and mountains, helped illustrate Merchant’s commitment to rise above a challenge and go beyond expectations to meet its customers’ needs. The campaign’s positioning caught the eye of Ford Motor Company who negotiated with Merchants for the licensing rights to use “Go Further” as its global brand promise.
A layer of product-specific ads and HTMLs were delivered through targeted channels to generate leads under the brand promise supported through our broad reach efforts.
Well before the industry coined the phrase “native content,” we were organically integrating our own custom created digital content within the editorial of various media channels. The goal was to provide helpful information that could educate fleet management prospects and customers while promoting the Merchants thought leadership position.