CHALLENGE

APAC Customer Services created the business of Customer Relationship Management. They were the undisputed leader for 25 years. By the early to mid 90's, they began losing market share to niche competitors. And by the late 90's their stock price had fallen from a high of $54 to just over $2 per share.

The client gave us the responsibility to accomplish a total corporate re-branding campaign. We agreed with the need to re-build APAC's brand equity, but we also saw two problems that required immediate attention: 1) Increase sales, 2) Get the stock price over $5 per share before the company lost its standing on the Nasdaq. Moreover, the employees' profit sharing plan was tied to the stock price, and morale was down, which was affecting productivity.

Management agreed with our assessment, but due to lagging sales, we were asked to accomplish all three efforts (re-branding, spur sales, and increase stock price) with the original brand building budget. In addition, we were asked to produce the entire campaign, concept to completion, in less than six months.

SOLUTION

Our strategy was to re-establish APAC Customer Services as the leader in the field of Customer Relationship Management. We decided to attack the market with a stunning corporate brochure and print ad campaign that would serve quadruple duty: 1) Build APAC's brand equity; 2) Spur sales; 3) Create a positive "buzz" about APAC in the financial community to get the stock price up, and 4) Improve company morale, thus improving productivity.

RESULTS

The brochure and ad campaign was stunning. It had strong "WOW" appeal, and created a buzz within the company and on the street. The campaign separated APAC from their competition, while clearly articulating their brand promise and performance. Sales people were invigorated and couldn't wait to take the brochure to pending and prospective clients. The ad campaign opened the door to new sales calls, and deals started closing. The financial markets responded almost immediately. When the campaign launched in September, APAC's stock was selling for about $2.97. By December, the stock price was $16, and employee morale was high. Through an enormous effort, a campaign that should have developed over 9 - 12 months, went from concept to completion, including printing, in just over 4 months.