Founded in 1962, Package Industries is a family-owned and -operated manufacturer of pre-engineered steel buildings. They have become the #1 provider of high-quality steel buildings in New England, offering the Package Steel Building System™ exclusively through their builder network, which represents some of the best contractors in the Northeast.
The Package Steel Building System™ is among the easiest to erect in the industry because it uses fewer components than most, and each component is carefully detailed to ensure a proper fit.
Today, steel buildings are being advertised—on the Internet, radio, and television—by large sales organizations using famous celebrities. These companies are brokers buying from other manufacturers looking for better margins, not better buildings.
At Package Industries, engineers and manufactures steel buildings in their own facility, using the highest-quality materials. When compared to their major competitors, their buildings consistently erect faster and stand up better to the harshest weather conditions of the Northeast US.
Bergeron Creative conducted a Brandstorming™ session with the Package Industries leadership team to determine how to strategically position the company for growth. At the Package Industries annual dealer conference, we facilitated an interactive session to discover how the company could better support these dealers’ marketing efforts.
We determined that two branding programs needed to be developed: one B-to-B and the other B-to-C. The B-to-B program was developed to help Package Industries develop a larger dealer base to market and sell their buildings in order to ensure continued sales growth. The B-to-C program was developed to help dealers market Package Industries buildings to prospects and customers in order to grow their businesses.
The Package Industries brandmark needed an update, but it already had brand equity in the marketplace. Our solution was to create a new logo, capitalizing on the equity of the old mark. We designed both 2D and 3D versions of the logo. A new tagline, “It’s just a better Package,” reinforced the company’s preemptive brand position as the only manufacturer of easy-to-erect steel buildings designed for the Northeast.
The print campaigns launched in two tracks—B-to-B and B-to-C. The B-to-B marketing materials targeted contractors who may be, potential dealers of the Package Steel Building System™ with the theme “Learn to Steel.” The campaign consisted of direct mail and collateral describing the advantages and benefits of becoming a dealer.
The B-to-C marketing materials were used by existing Package Steel dealers to develop new business with the themes “Why Not Steel Buildings for Your Business” and “Steel Your Next Building.” The campaign included direct mail and collateral developed to solicit leads and business for Package Industries dealers.
Bergeron Creative developed websites were developed for the company in two tracks—B-to-B and B-to-C. The Package Steel website is a B-to-B site created to attract and generate new dealer leads. An ecommerce section of the website was developed to sell building parts and components to contractors. The website was programmed to take full advantage of organic SEO.
We developed a Package Industries B-to-C website template to allow Package Steel Building System™ dealers, who were not all technically savvy, an easy way to create a web presence. The website allows dealers to add their logo and change the colors to match their brand. The site comes with a complete Package Industries portfolio of buildings.
Bergeron Creative created a B-to-B advertising campaign themed “It’s just a better Package” and placed the ad in metal building trade publications to target prospective dealers and architects. The ads feature dealers who expounded on the advantages of the Package Steel Building System™ and the benefits of a business relationship with Package Industries.
Since the implementation of the B-to-B campaign, the Package Steel dealer base has grown, along with revenues. The company had the largest increase in sales for the third quarter in the company’s history. In addition, Package Steel dealers report the B-to-C campaign has helped them increase sales as well, and they look forward to continuing their partnership.
Miriam Sanderson, Treasurer at Package Industries, says, “I’ve been struggling with what to write as my recommendation for Bergeron Creative. How can I sum up succinctly, what impact Al Bergeron work has had on my business? It goes deeper than websites and marketing materials.”
“Al started working with our company over 25 years ago when my father was still living and active in the business. It was hard to impress him when it came to advertising, and Al Bergeron was the guy to do it. Since then, I’ve come to value and trust Al as a business partner and am proud to call him my friend.”
“We’ve had countless frank and invaluable discussions about strategic planning. He understands our product and our industry because he immersed himself in our organization. And if you want someone with energy—hold onto your hats!”
Call us at 617-834-4840 | al@bergeroncreative.com
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