2nd Case Study
Kubota Canada
National Re-imaging Program 2005-2009
Objective
Introduce and update new corporate brand into the Canadian market at new and existing dealers, elevate brand recognition by providing solutions to incorporate new brand logo image into new and existing signage, generate interest among dealers to participate in new image.
Background
Teksign was approached to provide new concepts and proposals to incorporate new brand image within signage program based on digital images provided by head office. Drawing on our experience in dimensional sign fabrication Teksign decided to utilize the “buckle” emblem from Kubota’s tractor grill and incorporate it into a vacuum molded acrylic face which was them metalized to match the chrome finish of the tractor grill.
Once a “concept” had been developed and approved, fabrication and engineering drawings were rendered and all final specs provided for costing and manufacturing.
| EXISTING PYLON | NEW PYLON (CONCEPT) GRILL EMBLEM |
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| CONCEPTUAL DRAWING | |
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| INITIAL FABRICATION DRAWING | |
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Teksign developed a marketing and order form to be distributed electronically to all of Kubota’s dealers from which signage components could be ordered directly through Teksign’s sales department. Photographs and surveys of each dealer location were supplied by the dealers or Teksign’s wide network of installation agents and photo composites of each location were provided for dealer approval.
| ORDER FORM (HARD COPY & ELECTRONIC VERSIONS) |
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Site Changes/restricted signage
As not all dealers required complete new signs, standards were developed to incorporate the new image while maintaining manufacturing standards to ensure smooth transitions into the existing signs.
Manufacture, Inventory, Permit Acquisition, Distribution and Installation
To manage efficiencies various elements were manufactured in advance, stored and shipped from inventory upon demand. Site specific requirements were processed including permit application and acquisition. Teksign was able to keep costs low and at the same time provide responsive delivery dates from receipt of dealer orders. Signage was installed coast to coast using our national network of subcontractors.
| EXISTING PYLON SIGNAGE |
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| NEW PYLON SIGNAGE |
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Project Reporting
Regular reporting to Kubota’s Corporate Headquarters consisted of a detailed report listing all dealers in Canada along with the status of each location. Red flag locations indicated a requirement for Kubota’s Regional Sales Manager to contact the dealer. This basic reporting tool proved very effective in maintaining momentum in branding all dealers where a sign would be permitted. Teksign’s ProgramWorks software was also effective in allowing personnel around the globe the ability to witness the progress made on the re-imaging initiative.
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