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MORE POWER TO YOU
Waterous Power Systems
The Challenge
Waterous Power Systems is Canada’s largest distributor of major engine and transmission brands from MTU/DDC, Mercedes Benz, Allison Transmission, and GE Energy. Waterous wanted to re-invent their brand image in order to position themselves more competitively. With over 400 employees, 11 branch locations, and a corporate history that reaches back nearly 100 years, the Waterous brand needed to project and reinforce the leadership position they continue to hold in Canada. The issue of brand development and equity was further complicated by the recent acquisition of Midwest Power Products, which also had to be branded as a part of the group of businesses in Saskatchewan, Manitoba and Ontario markets.
The Solution
We assessed the existing Waterous Power Systems brand, the competitive landscape in their market space, and developed the customer-focused MORE POWER TO YOU brand foundation - a brand promise built on a common turn of phrase that we turned to their advantage: it denotes not only a quality of the innovative products they sell, but their total focus on customer service, satisfaction and empowerment. It was a message that also spoke to internal stakeholders as the corporate ethos that describes how Waterous treats its employees: by empowering them with the tools and knowledge they need to deliver. We took this brand promise and radiated it out through the marketing collateral we developed, and through it unpacked the brand on the levels of look and feel, language, tone, and even website navigation; in this last case, making the corporate website more user friendly and customer focused, all inline with the MORE POWER TO YOU brand foundation.
The Result
Waterous continues to competitively position itself as the products, parts and service leader in target markets with MTU/DDC, Allison, Mercedez Benz. and GE Energy product lines. The MORE POWER TO YOU brand foundation has helped them keep their brand image in alignment as the essential promise behind all branded communications, including outreach into the very competitive labour attraction market. Inline with the brand, we created a hugely successful labour micro-site, coupled with a Canada-wide promotional program aimed specifically at attracting new labour to the company. After approximately 19 months of being live, the Waterous Power Systems careers micro-site has had over 123,000 hits from people interested in careers at WPS.
Tasks
• Brand & competitive research
• Brand platform development & execution
• Web, interactive, CMS and database development
• Marketing collateral development
• Campaign development & execution
• Key message development
• Project management
• Creative development (offline/online)
• Media recommendations and distribution
• Web analytics
