Rebranding and New Website for Regional Managed Print Services Leader

The Challenge: A local 30-year office equipment sales and service company needed to shake up their sleepy market image and clearly establish themselves as a regional market leader with an ambitious sales growth plan.

The Connection: Knowing they needed a complete marketing makeover to hit the ground running, they contacted Signalfire, a full-service creative marketing agency that specializes in brand strategy, website development, and social media engagement.

The Solution: We shook them up all right—from a new name and look to a whole new marketing approach. Read on to find out how we took this client from sleepy to smashing.

Step 1: Listen

Signalfire sat down with the Martin Business Group team to learn more about their business model, customer base and market competition. Martin Business Group had an ambitious sales growth plan—but they had to raise their brand awareness and tell their story to make it happen.

Step 2: Define the Brand

What’s in a name? Martin Business Group started out life as Martin Office Supply. Over the years the name changed and the business changed and grew. Thirty years later, it was time to take their company image to the next level.

Enter… Martin Group. Clean, professional, and timeless, the name allowed them to take a “blue sky” approach to their business—with the ability to expand their product and service offerings in any direction without limitations.

The tagline. Do it right, and everyone knows what you stand for. Think Coke. Nike. BMW. The essence of a brand captured in a few simple words. During our listening sessions with Martin Group, we were impressed by the loyalty of their long-time clients. The caliber of their well-trained and highly professional staff. Their dedication to doing “whatever it takes” to service and support each and every client. In the end, it came down to one common denominator: People.

And the tagline is… Driven by people. In their own words, “…it represents both the reason why we do what we do – our family of clients – and the reason why we excel at what we do – our exceptional staff.”

Name. Tagline. Logo. Identity Material. Branding Style Guide. Phase I of the brand makeover was complete.

Step 3: Create Powerful Marketing Tools

The website. All dressed up and nowhere to go. The best brand identity won’t do you any good if you don’t have a marketing plan and the right marketing tools to execute the plan. Martin Group’s website was well past its expiration date.

A great website starts with a plan. We helped Martin Group define the goals and objectives for their site, and made sure they knew what the site needed to have and do to reach those goals.

A great website can expand and grow with your business. With a CMS platform, Martin Group has a flexible, scalable site that is easy to manage and update with fresh images, content, videos, and pages.

A great website is a 24/7 beacon and broadcast tower for your brand. Martin Group’s new website has the same clean, professional look as their corporate office. The design and content reflect their passion for service and support. It’s easy to navigate. It showcases who they are and what they do.

Step 4: Ongoing Support

A sales brochure is the next step in the plan. Establishing and maintaining market leadership is an ongoing process, and Martin Group knows they can always count on us.

Just like Martin Group, we’re passionate about service and support to help take your brand wherever you want it to go. From a new identity to a new website and every kind of marketing tool under the sun to social media platforms—we help you define your brand and achieve your marketing goals.