Scrap metal merchants to high tech recycling company – the dos and don'ts when relaunching a brand that has been around more than half a century.

Donald Ward decided that a name change to highlight their pedigree in this field was required and the new name Ward Recycling was launched. The name change was backed up with a multi-million pound investment programme to ensure they were positioned to take the company forward and comply with the new legislation being introduced.

Operating in and around the East Midlands region, Ward Recycling are probably one of the largest, best equipped companies in the recycling arena. The new brand was a way in which they could communicate this to an existing client base who had regarded Donald Ward as an ‘old school’ small scale waste management company.

The name change needed to be reflected on their two sites, and across the dozens of vehicles and thousands of skips that were in circulation. The new identity was created and to guarantee that the new brand was executed in a consistent manner across the different media, a set of brand guidelines was produced. This ensured that the logo was reproduced in the right colours, scale and position whether on a vehicle cab, skip or advert. This consistency means that brand recognition is maximised and that the company projects a highly professional image across their working collateral and advertising investment.

The new brand was rolled out in a website which outlined every one of the recycling areas that the company is involved in. The new website also explained how the company had invested millions in ‘state of the art’ recycling technology. Furthermore, to reinforce this message to a wider audience, a high profile marketing campaign was carefully planned so that the brand and new website gained maximum exposure. Additionally, Ward Recycling sponsored high volume road traffic islands, Derby County Football Club and engaged in a Public Relations campaign with local newspapers.

Their advertising campaign was carefully coordinated and through non-geographic telephone numbers the results managed so that Ward Recycling could measure the return on each advertising investment.

Finally, brochures were produced to promote the services across the different sectors in which Ward Recycling operate, these were supported with a corporate capability brochure which outlines the overall strengths of the business and benefits to their customers.

“We are a family business and this is the first time in three generations that we have embarked on any form of co-ordinated marketing, so our experience in this area was very limited. Quiet Storm have provided us with help and advice on how to manage this step change in the business and their experience has guided us through this successful transition period for Ward Recycling. The profile of Ward Recycling has been raised beyond our expectations and we have been thoroughly impressed with Quiet Storm.” Donald Ward (Junior).

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