When we first met with the guys at Ballpoint we were looking for an upgraded presentation package for our clients. We didn’t expect what we got. What we got was an entirely new image. We didn’t know how much we didn’t know about marketing our brand.Gayle Hill,
2016 AAF Pensacola District ADDY Awards
Waste Experts began business in 1997 as Old Seville Expense Reduction (OSER) in Gulf Breeze, Florida. Their management team consists of Nick Johnson, CEO; Jennifer Boyles, CFO; and Gayle Hill, VP for Business Development. Waste Experts built a reputation as one of the top waste management companies in the country by focusing on quality customer service. They currently provide waste management services to companies all over the United States in over 6,500 locations and generate $11 million annually in savings for their clients.
Waste Experts had never spent money on advertising, and their marketing director had been recommending Ballpoint for about a year before they actually met with us. Even though their customer service was incredible, they realized their brand image did not match their reputation.
Waste Experts came to Ballpoint with an antiquated brand. Their main concerns focused on an outdated website, lack of uniform marketing materials and issues with client retention.
The Solutions Ballpoint Proposed:
Waste Experts is a service-based company dependent on strong customer service, and we determined that their excellent reputation in that area was what differentiated them from their competitors. We wanted to play to that strength and decided to infuse the website with a personal touch and personal feel with photos of staff and a complete rebrand with an aggressive timeline, including:
After all the decision makers were briefed, Ballpoint received authorization to proceed with the entire recommended scope of work.
The problem with the brand was it was hard to spell, it was hard to say, and the acronym (OSER) had no meaning. After developing key search terms, phrases and tag lines, we presented three tiers of branding options: (1) little change, (2) aggressive, and (3) bold. They chose bold. That required them to make a significant investment in a new url.
We wanted to focus on the people of Old Seville, the “Waste Experts” who provide the excellent customer service. Ballpoint created and produced a uniquely-crafted animated brand video, a live brand video, and interviews with their staff. We also created a video loop for their trade shows.
Ballpoint wanted to, once again, emphasize their friendly and personal customer service, so we took headshots and facility staff photos to use on the website, emails, and marketing materials.
Based on our analysis of their current messaging and communications processes, we gave them valuable perspectives and recommendations to keep their clients engaged through content marketing. We also provided them with a plan for regular contact with customers, along with a strategy for each interaction. They were given clear and compelling calls to action, such as “Clean It Up Now” and “See For Yourself.” Also delivered were digital and traditional print ads.
We consolidated their outdated email lists to provide a more accurate mailing list; we created two different newsletter campaigns (brand launch to all potential and current relationships + trade show email campaign asking people to come by and meet them and check out their new image). We did a follow-up email to the list of gathered email addresses from the trade show with the messaging, “Thanks for coming by the booth.” A press release about the brand launch was created. Three monthly blogs were prepared for posting on their website.
Ballpoint set up new social media platforms and provided training to staff for maintaining social media. We created and provided graphics and images they can use in future posts. Our social media specialists wrote and optimized six posts, each with custom images highlighting the different elements of the brand launch.
Gayle Hill, Vice President of Business Development, gave Ballpoint a wonderful testimonial of the work we did for Old Seville Waste Experts:
Ballpoint is driven to give their customers more than they expect, and that’s unusual in today’s market. Today you get what you pay for, but with Ballpoint you get way more than you ever expected.Gayle Hill,
This is a great example of strategy, content and creative coming together to give a client the utmost confidence in their decision about transitioning and changing their identity