|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
ExecConnect America
Case History
Situation: Two transportation industry experts launched a company featuring a new premium motorcoach service. The service targeted business travelers who traveled between two cities that were within 300 miles of each other. The test markets were Pittsburgh and Cleveland.
The company hired Hunter to develop the identity, positioning and brand for their new service and then develop strategies to take the brand to market. The company hired Hunter in April 2002 with a very aggressive launch date of July 2002.
Objective: Create a world-class brand for this new service.
Strategy: Establish the brand as the first in a new category of transportation by using our proprietary On-Target Process™ including consumer research, developing the corporate identity, positioning, and branding for the new service.
Outcome: ExecConnect America service was launched in Pittsburgh and Cleveland in July 2002. The brand was positioned as “first class business travel at an affordable price.”
The service has experienced steady growth in ridership since the launch with an impressive customer retention record. The goal is to launch the next markets in 2003. Long-term goal is to be a national service provider by 2006.
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Gallery
