THE CHALLENGE
How does one of the most progressive POP companies communicate its vision and processes to the world's top brands? HMH has worked with The Carlson Group through their meteoric rise. Through a true partnership beyond communications, HMH and The Carlson Group have collaborated to create brand-building marketing solutions, as well as online business tools that have become the backbone of their organization.
THE APPROACH
Creating, engineering, producing, distributing and maintaining complex point-of-purchase programs can be a logistical nightmare. Little mistakes can quickly become huge, costly ones. With a commitment to superior customer service and a proven development process, The Carlson Group can claim what few others could: they get it done right. Our positioning line for the company says it all: Impact made easy.
Knowing what to say is easier than knowing how to say it. Nuances matter. And to get to those compelling nuances, HMH talked to customers of The Carlson Group. These one-on-one conversations helped HMH understand the underlying motivations and needs of users of this type of service. Armed with this knowledge, the resulting communications couldn't help but resonate with prospective customers.
THE WORK
With The Carlson Group's commitment to customer research and marketing, HMH helped the company build their brand from the ground up. The latest evolution includes an new logo, new identity materials, a new company brochure and a website redesign. These materials reinforce other pieces of the brand puzzle, like an online project management tool called ProjectLink™, which allows The Carlson Group's clients to stay connected to their projects anywhere, anytime. In addition, HMH created a new online inventory management system, called OnTrack™, that provides The Carlson Group's clients a streamlined way to order displays and parts. HMH helps The Carlson Group to innovate in ways that improve customer service, contribute to the bottomline and distinguish their services from their competition.
THE RESULTS
In 2003, The Carlson Group was the fourth fastest growing company in Oregon according to the Portland Business Journal. They have continued their exponential growth in subsequent years. The Carlson Group's partnership with HMH helps establish the company as an industry innovator and helps define it as a progressive leader in the POP category.
