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CASE STUDY: Ryder Shop Tour Communications Campaign
Communicating Value
How do you communicate value to a prospective or returning customer?
Like so many other companies, Miami-based Ryder System – a global supply chain and transportation management company – faces this challenge every day. Recently, Ryder’s Fleet Management Services group concluded that communicating its value proposition was particularly challenging during the RFP process when new and returning customers tend to be focused almost exclusively on price.
When management learned that one Ryder Fleet Management Services location increased sales by guiding prospective customers through a sophisticated, fact-filled shop tour, they were eager to adopt this best practice company-wide.
Recognizing the need to provide shop managers with the tools necessary to conduct customer-focused, sales-oriented tours, Ryder turned to see see eye for help in creating a brand for the internal best practice program's communications materials. We developed a questionnaire for Ryder’s Corporate Communications team to use with shop managers to uncover key selling points. We then designed a logo and developed the tagline "Value They Can See," which was featured on internal promotional materials. We also provided print and electronic implementations of the artwork. The Shop Tour communications campaign was rolled out to Ryder Fleet Management Services facilities nationwide in the fall of 2003.
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Confidence breeds confidence. An atmosphere of trust and confidence breeds more of the same. Employees who feel good about their workplace can be a company's best informal sales team. see see eye can help you develop communications programs and materials that are part of an overall program that helps strengthen employee confidence in your organization.
What's in a name? see see eye was founded in 1992 as Collateral Communications Incorporated.
We wanted to shorten our name, but weren't in favor of using an acronym. Do you see the connection?
For more information, contact Don Mitchell.
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see see eye is an award-winning graphic design firm that develops stakeholder communications for Fortune 500 and other companies. The firm uses strategic creative design and effective message development to produce Web sites, magazines, annual reports, brochures and other investor, customer, employee and community communications. Additional information can be found at the company’s Web site, www.seeseeeye.com.
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