Eight concepts and over a dozen modifications later, a full vinyl wrap design was selected that would cover every square inch of the vehicles. The bold, flowing design was to be the signature graphic that would appear throughout all of CDC's visual media.
Even the roofs of the vehicles displayed a large sales message in order to capitalize on the thousands of office workers staring down from the thousands of high-rise office buildings. The delivery trucks and vans passed beneath these buildings each day.
A phased in campaign
CDC phased in the newly-designed trucks and vans over a 4-month period. The company immediately received favorable comments about the trucks.
New collateral sales materials, from brochures to product guides, were also created, incorporating the same graphics as the ones used on the delivery fleet. The sales and product information itself was culled and simplified, and now contained more user-friendly information.
A more detailed equipment guide
For instance, the brewer equipment guide not only contained a model number and an image of the product, but suggested applications and capacity specifications, as well as a ratings matrix for each brewer type.
The equipment guide supplies customers with all the information necessary for them to make educated choices about what best suits their needs.
The company is currently in the process of upgrading both its internal inventory, ordering, and distribution system, and e-commerce Website.
These projects will support the new marketing initiative.
The Website will offer a fresh look that continues the new graphic signature, is rich in content, and, most importantly, is simple to navigate.
Website to offer interactive features
Besides the basic "meat and potatoes" content, the Website contains several animations, interesting facts, and "Break Time," a section that features several interactive online games, custom-designed to further promote CDC; a customer is relaxing during his or her own coffee break.
Future Website development will include full e-commerce capabilities for current customers and visitors, as well as an archival database that will maintain an order history for regular customers, expediting the reordering process.
An ongoing internal computer inventory and routing system upgrade will also increase convenience and efficiency; it will integrate the convenience of bar coding and hand-held scanners.
Despite all of the new marketing activities, the underlying message remains the same as it has always been: CDC provides great service and an increasingly widening selection of quality products.
Friedman's goal was to package that message in a memorable and likeable fashion. It was reinforced when he saw the UPS ad, and the inspiration he got from UPS's campaign led to his decision to re-brand his own company.
The effort has paid off. Within the past five years, CDC has grown to a $52 million business, almost doubling its sales from 1999. An additional 34,000 square feet will be added to accommodate the growing OCS and vending services.
As the marketing plan moves forward, CDC is extending its reach through print publications, trade shows, coffee events, and community service.
For a company to succeed and stay viable in a changing and highly competitive market, Friedman believes management must continuously review and revamp its marketing strategies, take advantage of new technologies, and stay informed about what is happening currently and what is projected for the future.
While Friedman has built one of the largest OCS companies in the nation, he recognizes that to continue to meet the needs of a more demanding customer, he needs to constantly reinvest in the company.
Today's OCS market is one that demands strong name brand recognition, backed up by a high quality product and service organization.