Brand communication strategy and design for Pack & Send - Australia’s number one parcel courier and freight reseller.
Pack & Send provide packing and freight delivery solutions across a vast network of franchise service centres in Australia, New Zealand and the United Kingdom.
Percept were engaged to review their brand communications and evaluate their positioning in the market.
After conducting an extensive workshop and brand audit we developed a communication strategy that refocused the brand. The idea was to build better customer relationships in the business sector, especially in the growth area of e-commerce. We also looked at leveraging their existing retail reach as the brand had already established good market equity.
Using the existing brand look and feel and retaining their logo was essential from Pack & Send’s point of view because they were conscious of the roll-out costs for their franchisees. Percept decided to focus the repositioning efforts on the brand positioning and tone of communication, helping the franchisees grow their customer base with a slant toward a B2B audience.
The investment in the brand communication strategy paid dividends as this shifted their core business to customers who would provide a lot of repeat orders.
Creative work included; copywriting, photography and the design of their company brochure, a suite of marketing collateral, product brochures, digital eDMs and radio ads.
Pack & Send have had great feedback from their franchisees on the new brand communication strategy and the opportunities that have been created as a results has generated not only new business, but quality new business.