Datum Storage Systems
Location: Central Pennsylvania
Reach: Regional
Demographic: Architects and Designers
Abstract //
Datum Filing Systems has been a trusted manufacturer of filing systems in the United States for decades and a client of ours for over three years. When we got involved, the brand was visually outdated and was no longer a strong representation of the values that grew the company over the past ten years. Branding overall was losing its focus on targets and was not representative of the growth both internally, in thinking and approach to their products and clients, and would certainly not support the forthcoming expansion initiative Datum was strategically planning to undergo.
Key Challenges //
- Create an updated look without alienating the brand's roots and history
- Position the brand to speak to current audiences and begin a dialogue with prospective audiences representing growth initiatives forthcoming
- Poise the brand for expansion over time
- Arm in-house designers and marketing team with new brand-pumping materials to help transition to the updated brand and message.
Do it with Vigor //
We extensively analyzed competition and other companies engaging similar target markets to start a new visual direction for the brand that would position Datum uniquely amongst its competitors. We had to remain sensitive to incorporating elements of Datum's historic brand identity while expanding the reach and message through the look.
We also helped launch "Datum Design" to attract and engage a larger pool of qualified dealers. We leveraged content from this campaign and additionally reached out to dealers by replacing the antiquated Datum Dealer Newsletter "What's in Store" with a fresh, new and exciting electronic version that linked these dealers directly to more information and, more importantly, to the brand. This electronic conversion also enabled the company to track results for each campaign. It was a tangible cost savings that enabled them to reinvest the saved funds into other effective marketing initiatives.
We also permeated the brand across any touchpoint we could get our hands on—from trade show booth design to a breadth of freshly redesigned, compelling marketing and dealer support print initiatives designed to collect disparate factions that had now grown nationally back into the Datum family that would allow efforts to be augmented in the coming years. Safety in numbers, retention and loyalty were our focuses.
Vigor Services //
- Brand identity development and design
- Web development and design
- SEO consulting
- Content strategy consulting
- Event planning, event development
- Interactive and web development/strategies
Results //
Datum has saved over $40K annually through introducing electronic communications to replace the old bi-monthly printed mailers. Additionally,engagement and conversion rates are climbing with dealers. The company has also begun their expansion initiative. Look for future case studies that cover progress.
