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Two automotive technology companies, DST, Inc. and MacDonald Computer Systems, were merging into a new entity called DSTMacDonald. Both companies had similar missions and disparate management philosophies. Our role was to develop a new brand image, design a new collateral program and trade show exhibit, and launch the New Company at the industry’s largest trade show. Our tagline, “Better Tools. Better Knowledge. Better Profits.” became the focus for the marketing efforts and launch of the sales strategy. All sales efforts revolved around these three promises and a sales manual supported the philosophy. A comprehensive PR campaign delivered awareness and led to significant sales opportunities.
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Strategy
