Create market differentiation for what is classified as a small-business concern looking to be recognized as a big-business resource for federal government contracts.
First, we created immediate competitive image differentiation in an environment riddled with patriotic images by converting these images to black and white. This tactic also enhances the impact of full-color people images we used to convey Red River’s superior service attributes.
Second, we created a graphic and naming convention to guide various marketing tools—from trade show booths and the website to printed collateral. These conventions or standards were the ideal platform for the introduction of sub-brands such as a service division.
Red River experienced nearly 150% sales growth the year following the launch of these efforts.