Zippy Shell is a young player in the moving & storage industry that faced an impenetrable wall of entrenched market leaders. They fought back by putting a new spin on an old way of doing business.
Zippy Shell faces numerous challenges, up against everything from major corporations to smaller, localized competitors. And, if that's not enough, they suffered from a lack of brand awareness.
Research & Strategy
The first step in any new project is to dive into Research & Strategy. We conducted a workshop with key members of the Zippy Shell team, analyzed their competitors, audited their existing brand, surveyed their existing and potential customers, and interviewed their franchise owners.
After we gathered all of our findings, we took everything we learned and created a strategy document (that was over one hundred pages long) covering everything from their brand equity, new segments in their audiences, how well they supported their franchises, the effectiveness of previous marketing & advertising campaigns, and an in-depth look at their sales process and tools.
We shared this report with the team at Zippy Shell and together created a new brand guideline that was fully in alignment with what everyone felt the new Zippy Shell should embody.
Once we had a clear strategy in place and everyone on the same page, we moved into the Create phase of our process, where our ideas begin to come to life. We created everything from scratch - a new logo, visual identity system, brand colors, messaging platform, photography assets, franchise support materials, email, and marketing campaigns, and a new responsive website.
Our creative process is highly collaborative and ensures that at the end there are no surprises - only a shared satisfaction in a job well done.
ABOVE: Visual language study
ABOVE: Style tiles
We didn't just stop at pretty pictures and a shiny new logo. The Zippy Shell website is a crucial tool for everything the company does. It not only serves as a means for gaining new customers and supporting existing franchises, it is also used as a tool to reach new prospective franchise owners.
The work didn't stop there. Because of Zippy Shell's unique service offering and complex business model, we needed to build a custom platform that would allow them to not only manage the content of their new website, but their franchise pages as well. This platform also integrates into their highly customized in-house CRM to manage the various types of leads they receive.
The front-end of the new website is fully responsive and particular attention was paid to how the site works across all devices. We want to convert new customers regardless of whether they are using their desktop at the office or surfing the web from their couch.
ABOVE: The new ZippyShell.com homepage
Everything we built tied back to the goals we established in the Research & Strategy phase. We created strategies and tools that were easy to use and implement in an effort to track and measure everything from print, radio and web to television spots. Because, at the end of the day, we are only as good as the results we generate.
With the added ability to measure and analyze site performance, as well as provide relevant content to visitors, we were able to increase the total number of leads by 70% while decreasing the cost-per-lead by 22%.
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