Skeans Pneumatic and Automation Systems
Skeans Pneumatic and Automation Systems is a large distribution company with five locations throughout Western Canada.
Firstbase was contacted by Skeans to perform a business diagnostic and help improve profitability. One of the company’s primary deficiencies was that insufficient marketing efforts were taking place.
An important marketing element that was missing was a contemporary and effectively designed website. Firstbase completely redesigned the company’s previous site, which was visually unappealing and poorly organized.
A major challenge when completing the new website was finding a way to effectively organize the company’s many products in a manner that would make sense to those visiting the site. This was accomplished by separating the inventory into three main product divisions.
Additional marketing initiatives were carried out – these included a direct mail piece that was distributed to an extensive database of prospective customers.
Firstbase also assisted the company with the design of a newsletter to be used for marketing purposes.
Services Provided
- Branding
- Business Diagnostic
- Marketing Strategy
- Business Cards
- Letterhead
- Web Design
- Web Development & CMS
- E-mail Marketing Campaign
- Direct Marketing Campaign
- Newsletters
Results
The new brand and website (launched in September 2011) has helped the company achieve a stronger and more consistent message in their marketplace. Working closely with Skeans staff, Firtsbase was able to deliver a website that allowed Skeans to take control of the site content. This has given the company the freedom to add products, update news and set up e-mail campaigns directly within the website content management system which one one of the main objectives from the outset.
www.skeans.com
Rebranding
Sometimes the journey to branding a company with over 40 years of history is not a simple one. Initially Skeans was interested in seeing some logo concepts that were very different than what they were currently using. Upon doing this Firstbase quickly learned that the ties to the old brand were too strong and a modernization of the existing brand was more in order.
Utilizing one of the font options presented in our initial concepts we were able to intergate the new typeface with the existing symbol. The final logo is modern and bold with ties to the company’s history.
Brochure design
A new direct mail brochure was designed and sent to a database of existing and potential new customers. The direct mail package coordinated through Firtsbase was accompanied by a personalized letter from the company owners introducing the new brand and website.
Newsletter design
Both print and e-mailable newsletter templates were designed to keep customers up-to-date on product and company news.
Website Design
An important marketing element that was missing was a contemporary and effectively designed website. Firstbase completely redesigned the company’s previous site, which was visually unappealing and poorly organized.
A major challenge when completing the new website was finding a way to effectively organize the company’s many products in a manner that would make sense to those visiting the site. This was accomplished by separating the inventory into three main product divisions which included a custom designed and programmed drop down menu giving users easy access to all the product areas.
