Sargent
Background
Sargent was born on 1 July 2007 when Four Wheel Drive Hire Service, Australia’s leading specialist four wheel drive vehicle rental provider and Sargent Truck Lease, a leader in light and heavy commercial vehicle leases and rentals to the Australian market, officially completed a merger. Sargent is a national company providing rental, leasing and maintenance solutions to the commercial and retail markets. With a network of 21 locations strategically placed across Australia and their head office in Brisbane, their coverage is amongst the widest in the industry. Brio Group was engaged at this stage to create a new brand and brand message.
We created
Corporate Identity / Stationery / Corporate Style Manual / Brochures / Advertisements / CMS Website / Multimedia Presentations / Tradeshow Displays / E-Newsletters / Direct Mail
Teams Involved
Brio Design
Brio Digital
Brio Advertising
Objectives
To create a brand that would be launched to the market though a series of planned strategies, incorporating advertising, trade displays, marketing collateral and vehicle livery. The aim is to roll out a ‘staged’ release to let current customers know what was happening and then to build confidence with prospective customers in their expanded capabilities.
Strategic Approach
The joining of these two strategic allies was an opportunity to position Sargent as a leader for vehicle solutions in the commercial and retail sectors thoughout Australia. Our objective was to create a brand that retained the roots of where these companies had grown from and the breadth of experience of close to 60 collective years in providing fleet solutions. We suggested firstly to show clearly what was the result of the merger and then build a marketing focus around the “what is in it for me’ approach and build up the confidence that Sargent has worked for businesses like theirs and understands intimately the importance of fleet solutions to their commercial and retail customers business growth.
Results
Sargent agreed with our approach and we defined the new corporate mark and rolled out the launch strategy through advertising in industry publications. The positioning statement ‘for wheels that work’ was developed and is now a valuable part of Sargent’s brand message. All existing customers were retained after the merger and market share increased in every state of Australia. The opening of 6 new locations nationally in the last two years is a clear indication of a steady growth and expanded market share. Sargent is seen as the second largest player now in the truck hire and lease market and number one for many specialised areas of vehicle supply. With the rate of growth and many competitors copying some of Sargent’s marketing strategies it is only a matter of time before they are number one for all areas of their business.
Design
Digital
Advertising
