Solution:
Very simply, the SPARK solution was deployed in three stages. To start, SPARK initiated an online survey to 300 key customers to determine a baseline for brand perceptions and to point the way toward areas for improvement. A parallel survey was issued to employees to ferret out real perceptions of the company and to point the way toward service improvements. Once the baselines were established, SPARK developed key performance indicators to help monitor Miller’s progress towards their ultimate goal of being the best.
The second phase involved re-visioning the company’s brand and identity, combining the personal service aspects of Miller’s business with a more forward-thinking approach. The consumer research revealed that the biggest driver for customer satisfaction was the relationships they built with their individual Miller’s account representative. The original logo was about processes – not people. The new Miller’s logo (the SPARK team likes to call him the Miller’s man) was accompanied by new graphic standards.
Once the new logo was approved, a fresh new energy began to permeate the organization as a dramatic roll out of new materials began. The employees, because they’re in the uniform rental business, hosted an employee contest to design their own uniforms. New signage was installed both outside and inside the plant. New signage was designed and rolled out on the delivery trucks, 18-wheelers and other transport vehicles. A new identity package was developed that included business cards, letterhead, thank you notes and more. SPARK created marketing materials including a brochure carrier piece. This piece not only introduced Miller’s and their services, it allowed their team to customize the piece by adding inserts that spoke to that prospect’s specific industry and needs. Finally, a website redesigned for mobile compatibility completed phase two.
The final phase was the development of a multi-year strategic communication plan that tied together marketing, public relations and even social media through LinkedIn. This third phase included an ongoing quarterly e-newsletter with articles geared towards educating prospective and existing customers on the products and services in the textile rental field, specifically those that Miller’s offers. SPARK also employed a Google pay-per-click program and developed enhanced LinkedIn strategies for the Miller’s brand. The employee and consumer opinion and satisfaction surveys are conducted on a semi-annual basis and continue to offer insights that measure and impact the company’s strategic goals.
