Our special interest…
We have a passion for Sustainability. It's how we define it that's different. We work with you, you team and organisation to help you discover what sustainability is and how you can achieve it at every level. These days, most of our work is focused on helping others achieve sustainable outcomes personally and collectively....and we love it!
Business Challenge
Cromford Group Pty Ltd's, formally Australian Film and Pipe (AFP), new management team requested us to undertake a brand renewal for the organisation. At the time of engagement, AFP
lacked internal marketing personnel and operated using an outdated brand with inconsistent applications. The CEO had strong growth asprations,
supported by the SPEL Board and recognised the opportunity for a new brand and 'company image' to spearhead revenue growth and organisational
expansion efforts in 2010 and beyond.
Resource Advisory's engagement was to audit AFP's needs; determine a strategic response on brand; undertake all associated marketing, develop
sales tools and to ensure internal and external customer engagement.
Cromford Group Corporate Identity
Cromford Pipe Division Corporate Identity
Cromford Film Division Corporate Identity
Cromford Recycle Division Corporate Identity
Cromford Website - www.cromford.com.au
Cromford Group Stationery
Cromford Pipe Stationery
Cromford Pipe Product Catalogue
Cromford Pipe Product Catalogue Detail
Cromford Pipe Product Catalogue Detail
Services, Solution and Strategy
Resource Advisory undertook the following activity:
Rebranding
We renamed and rebranded the entire organisation to the brand with greater equity, Cromford Group Pty Ltd, with a series of sub-brands.
Business Collateral
We developed an entire new suite of business collateral materials including corporate stationery, business cards and templates; professional
photography to enhance brand image; new signage for offices and factories and a Brand Manual to ensure consistent application of the new brand.
Communications
We facilitated the engagement of all stakeholders, authored all client communications and acted as an internal marketing department for Film and Pipe divisions.
Product Catalogues
We worked with the sales team to develop new look professional product catalogues.
Events
We organised and managed a Ministerial launch function for the new manufacturing facility at Moss Vale.
Website
We wrote, designed, developed and launched the new corporate website.
Resource Advisory worked on site with the client to manage this speedy marketing and brand response, building internal capacity until cromford was self sufficient.
Outcome/Results
Within one year, Cromford doubled its revenue and reached a critical break-even target. Distributor networks were enhanced by the professional
tools that supported sales force effectiveness and sales and distribution KPI's were exceeded in line with Board expectations. Internal staff reported improved morale;
sales and marketing staff were more highly engaged and the organisation was ready to expand both organically and through acquisition.