“We’ve merged with another company and things have changed” Pollock Truck Leasing

Required Change

After acquiring Tiger Leasing in Western Canada Pollock became a national player in truck leasing and servicing, it was necessary to reposition the company Canada-wide.

Solution

The process of developing the communications strategy helped the client change the way they looked at their business and their unique offering. This led to some highly creative concepts that were designed to leverage the values of each of specific customer type.

Since one of the objectives was to exploit Pollock's newfound national reach with a limited sales force, we designed a highly adaptable sales package that could be used to effectively and efficiently target specific regions over a short period. Messaging focused on the flexibility of Pollock's fleet, and the alignment of that fleet with specific business needs.

Whenever we develop a program, we try and design it so that at the end of it the client owns something. It can be an attitude, a style or – in this case – the colour red.

Results

Feedback from the field was outstanding, with some clients actually commenting prior to sales meetings “they were the ones with the red ad”. For everyone involved, it does not get much better than that.

Pollock became known as a national player, with leasing contracts and logistic program sales increasing substantially. Sold to Ryder late 2007.