In business for more than 55 years, Stright-Mackay has weathered its share of storms in the burdened marine industry. Having marketed with first generation product advertising (similar to the majority of the competition), Stright-Mackay executives realized it was time to discover the essence of the company and develop new value-added brand positioning.
Impact's work with Stright-Mackay began with a Brand Discovery workshop comprising various stakeholders and key decision-makers. Supporting the workshop findings with qualitative one-on-one interviews with existing customers, Impact drilled down to the one key difference: time and time again, Stright-Mackay consistently went above and beyond for their customers. The campaign, "We go further, so you go further," was realized.
Once the new positioning and visual identity was mapped out, Impact, together with Stright-Mackay, designed a one-year communications marketing strategy, targeting existing and potential clients. Deliverables included a new website (with an online catalogue and e-commerce capabilities), print and outdoor advertising, a comprehensive product catalogue, a three-day dealer show and event, various POS collateral and extensive exhibit materials. To date, sales have increased nearly 20 per cent. Launch Site
