Fast-Growing Commercial Construction Leader Demontsrates ‘Best Value’ with a Digital Rebrand
For more than 40 years, Cooper, Inc. had been a trusted provider of historic restoration, materials handling and secure facilities construction. To date, the company’s brand presentation didn’t match its actual capabilities. Cooper’s leaders selected Borenstein Group to craft a new tagline, enhanced messaging and visual identity, along with a responsive website and digital collateral.
Marketing Challenge
For more than 60 years, Cooper, Inc. has served the Washington, DC area as a premier materials handling and specialized construction service provider for clients ranging from the US Army Corps of Engineers and the Department of Homeland Security to Visa and the World Bank. When working for clients like these, where security throughout a project is crucial, there is little room for mistakes or anything less than excellence. While Cooper has a long history of providing quality services to clients in both the public and private sector, their client-facing marketing brand presentation did not effectively showcase their advanced services, or proven performance operating in high-security environments. Cooper leadership recognized the need to revitalize the brand in order to achieve the next level of success, and tasked Borenstein Group with the research, strategy, creative execution and technical delivery of an engaging and modernized Cooper, Inc. brand across the full suite of digital and print media.
Strategic Solution
Using its proven branding methodology “Making Creativity a Science,” Borenstein Group approached the mission by first benchmarking and aligning internal and external brand identity beliefs to craft a unique message that would resonate both internally with Cooper employees and externally with current and prospective clients. Using this baseline research and conducting competitive market analysis, Borenstein Group worked with the Cooper management team to create and develop a comprehensive brand strategy that would both express the current Cooper service offerings while allowing for future growth to market changes. Creating a unique and strong tagline to set the tone for the new brand, Borenstein Group articulated Cooper’s value proposition with a concise and confident statement: “Demand Excellence. Expect Precision.” Borenstein Group’s creative team then got to work developing a powerful visual identity for Cooper that would be instantly recognizable within the industry, modern, fresh and iconic. Borenstein Group designed and developed high-impact marketing collateral that showcased the new brand’s fresh new look and strong identity. TBG designed and developed a sleek new website with an interactive user-friendly interface and cutting-edge graphics properly showcases Cooper’s capabilities. The site, built on a WordPress CMS platform, enabled Cooper communications personnel to preform routine updates quickly and easily. Borenstein Group’s skilled copywriters crafted insightful web content that not only articulated Cooper’s merits, but was optimized for search engines to elevate the company’s organic search profile.
Results
Cooper’s refreshed identity strategically reinforced the company’s proven value and expertise. The new Cooper, Inc. is strategically positioned as a trusted choice for secure constructions services and materials handling. This rebrand allows Cooper to expand its client base, and earn new business across the spectrum of government agencies and within the private sector. Cooper now has a clear, strong value proposition that boldly showcases the company’s extensive experience and proven skill amidst the noise of the competition.
