Brand Strategy | Transportation and Logistics

Driving Improvement

The Challenge: A Shifting Focus Requires A New Message

In 1993, two Stanford engineering grads envisioned RFID technology tracking fleets of commercial vehicles. Since then, I.D. Systems has provided its customers with award-winning Vehicle Management Systems. But it realized tracking and collecting data was just the beginning. With the explosion of wireless, big data and the internet of things, I.D. Systems is also a leader in Asset Intelligence. By analyzing massive amounts of operational data, it can streamline even the most complex supply chains.

I.D. Systems needed to appeal to two very different groups of buyers. And it wanted to shift focus from specific products to its solutions, services and data analytics. How could it do this, without confusing its message? It was a transportation and logistics marketing challenge.

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The Solution: Multiple Markets, Different Buyers, One Brand

I.D. Systems continues to be a pioneer in tracking commercial vehicles via RFID hardware. It engaged us to redesign its website while positioning them as a true innovator in machine-to-machine solutions. Accommodating both specialties required a change to its primary messaging.

First we had to adjust the I.D. Systems brand story. Our team collaborated on ideas to intersect, rather than differentiate, the two vertical markets. This led to a clear, cohesive message and drove an overall re-branding. We designed a new website with a modern, responsive user experience. We based the navigation on I.D. Systems' solutions, services and analytics—not its products. Our team crafted compelling content for buyers at every stage in the sales cycle. Finally, we executed a successful lead generation campaign to draw visitors to the new site.

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The Result: 2 Industries + 1 Message = More Conversions

Having different buyers and more than one line of business doesn’t have to result in a fragmented, confusing message. Our fluid website design and content convey a unified brand and message that resonates with each of I.D. Systems' audiences.

And the buyers are responding. With the new website's messaging, I.D. Systems reports a 70 percent increase in conversions from site visitors.

LIZ THRAILKILL
“Despite our tight timeline, they had the capacity to go as fast as we wanted without sacrificing quality. You’ve done an incredible job of telling our story and laying our products and solutions out in a unified, coherent way. It’s been phenomenal.”
LIZ THRAILKILL

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