Turning Complexity into Clarity
Background
World Class Industries is known for providing high-quality complex assembly and kitting. From total supply chain management to strategic assembly deployments, WCI has the industry experience, technical know-how, global supply network, and qualified teams to make it happen. What they truly provide for their customers is value, but they were unsure how to communicate that value to the market.
Their Challenge
As a custom supply and assembly provider, WCI struggled to convey the strength of their service to prospective clients who already held assumptions about outsourced assembly operations. They were challenged with differentiating themselves and showcasing their white-glove, integrated strategy that includes parts sourcing, supplier relationships, and assembly services.
Service
Brand Strategy, Positioning & Planning, Audience Identification, Visual Media, Messaging, Digital, Sales Enablement
Our Action
Strategy
Starting with research into current clients and potential prospects, we created a messaging foundation that simplified a complex value proposition into a simpler and relevant one. Our research revealed that—in the world of assembly—most competitors are in a race to the bottom, competing by price and only offering basic assembly services. Our strategy? Position WCI not as an assembly vendor for label, but as a strategic partner for growth.
Creative
With the power of a unified creative platform, we were able to set WCI apart and bring distinct, compelling focus to all WCI communications. A new tagline, “Putting It All Together,” emphasized the unique ability of WCI to deliver more holistic solutions rather than just simple assembly. By leveraging competitive insights, we were able to find white space and help our client deploy insightful content that effectively communicated the value of WCI as a partner—not just another vendor.
Performance
With the tagline “Putting It All Together,” we created branding across all marketing communication and lead-generation materials to distinguish WCI from its competitors. By leveraging on this advantage, the client’s website experienced improved site performance with Google Analytics showing an increase in the amount and quality of user traffic. In fact, metrics were up across the board with more visitors viewing more pages and staying longer. A 16% increase in new users confirmed that new people were finding WCI.
Communicating the Insights
“We’ve found Red Letter’s process is helping us better articulate what we do, provides clear differentiation in our messaging, and more effectively positions us to market and sell to the global OEM’s we work with.” - Ryan, WCI Director of Business Development
Here’s How it All Came Together
Unifying their message across all platforms, we created a series of social posts and graphics that allowed WCI to reach beyond its existing lead base.
We made the complex simple with clear branding and messaging for a website that allows potential clients to get an at-a-glance understanding of WCI’s unique offerings. By developing consistent and portable tradeshow materials, we helped WCI representatives create conversations with potential clients.
