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Terex

Strategically and graphically supporting a heavy construction equipment manufacturer during an aggressive acquisition period

Marketing Goals

Terex, a Scottish heavy equipment manufacturer, was aggressively acquiring other equipment companies to expand their North American construction and road building equipment offering. The challenge was to efficiently integrate these new brands into the existing Terex portfolio and communicate their benefits to a market focused on price, reliability and performance. Another obstacle that needed to be addressed was product photography that was typically photographed in parking lots.

Our Solution

We developed branding strategy that leveraged the equipment’s existing brand equity and attributes, and seamlessly tied them to the Terex brand and the key wants and needs of the heavy equipment buyer. Messaging focused on the ability of the equipment buyer, operator and contractor to “deliver more” of what “their” customer needed.
Equipment photos were clipped and products placed into working environments. The new images, graphics and messaging were integrated across all Terex touch points internally and externally as a consistent communications platform.

What We Did

  • Brand Strategy
  • Product Specification Sheets
  • Print Advertising (English and Spanish)
  • Co-op Ad System
  • Public Relations
  • Communication Templates
  • Media & Dealer Launch Events
  • Tradeshow Materials
  • Sales manuals
  • Online Literature Ordering System
  • Banner Displays & Signage
  • Email Templates
  • Direct Mail

Results

Terex acquired more than two dozen brands over a two-year period and successfully integrated them into the Terex family using the strategy, design and messaging support we provided. They were able to quickly position themselves as a new powerhouse in the highly competitive heavy equipment market and efficiently assimilate acquired brands into the stable of associated products and services.

Let’s Transform Your Business

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Brands We've Worked With

  • Dr Pepper
  • Viva Day Spa
  • Hopdoddy
  • Consero
  • New Holland
  • Austin Radiology
  • Ship Station
  • Austin Technology Council
  • Terex
  • Airgas
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