SUCCESS STORY
Outsourced Marketing and Brand Team for Manufacturing Management Consultancy
“PLUG AND PLAY” GROWTH AND BRAND ENGINE
Client: Celero Optima/ On-Time Edge
Project Timeline: 2018-Present
Services Provided: Brand Experience Design, High ROI Marketing Systems + Winning Culture
The Challenge
Celero-Optima was a highly successful consulting firm focused on improving the planning and scheduling process at complex manufacturers. In layman’s terms, Celero helped companies gain a competitive edge through superior on-time delivery. However, the leadership at Celero felt that their outdated branding and confusing name could end up hurting their ability to attract new customers.
The Process
Michel Babineau, CEO of Celero-Optima, engaged The Moving Company to complete a full naming and branding exercise that would better reflect how Celero helped its customers. In getting to know how Celero helped their customers, The Moving Company kept hearing how everything came back to on time delivery, and if customers were able to improve on time delivery, they would ultimately grow revenue. The concept of “on-time” became the central rallying point for our client, leading to a no-brainer new brand name of “On-Time Edge.” Along with the new name of On-Time Edge, The Moving Company created a new, sleek visual brand for the company, drawing a lot of inspiration from Formula 1 racing and the complex manufacturers On-Time Edge serves. Additionally, though only originally engaged for the rebranding, The Moving Company has become On-Time Edge’s exclusive outsourced marketing partner, providing full-service support for all stages of the marketing funnel.
Problem Solved
When On-Time Edge announced the new brand to their customers, Michel received multiple responses about how great the new name was and how accurately On-Time Edge has captured the needs of its customers. One customer even remarked that he was happy to see someone owning the aspect of on time delivery and that they understood what manufacturers worry about.
Once the new brand launched, The Moving Company was able to dive head first into developing and executing custom marketing strategies to help drive new leads and convert prospects into loyal customers. The Moving Company has created hero content from scratch that resonates with prospects and customers and a signature webinar series to inform and drive new leads. Supporting this cornerstone content, The Moving Company launched LinkedIn ads that convert 20% of the time. One content campaign in particular, marketed over a 6 month period, generated 400 leads, 15% of which were sales qualified and ultimately created a pipeline value of $500,000. Lastly, we helped On-Time Edge transition their website and CRM to HubSpot, to serve as the single source of truth for website content, automated ad campaigns, and lead funnels. With one platform to connect all marketing campaigns, On-Time Edge is able to not worry about the individual marketing activities and focus on their consulting expertise.
In the end, The Moving Company’s marketing support helped the On-Time Edge team achieve YoY growth, even in 2020. The brand and marketing engine have helped grow revenue from 1.5MM last year to a projected 3MM in the next year.
