FOSS National Leasing

FOSS National Leasing
CASE STUDY
Foss National Leasing
The Client
Foss National Leasing provides financing and fleet management services
for a wide range of organizations, both large and small. Services include
fuel purchase management, repair oversight and driver monitoring—all
crucial factors in controlling fleet costs and reducing downtime.
The Challenge
A fragmented brand presence and an unfocused marketing effort were
out of alignment with the very positive experience reported by the Foss
client base. So while Foss enjoyed happy customers, a good reputation
and gradual expansion nationwide, the company was missing out on
significant growth opportunities. We determined they needed a consistent
brand image that aligned with the company’s key attributes and customer
perceptions, backed up by a comprehensive marketing strategy and fresh
tools built upon solid brand pillars.
The Solution
Following an extensive analysis of Foss’s competitive landscape, we
conducted a wide-ranging, hands-on investigation of the Foss brand and
internal culture. This multi-phase initiative included an audit of existing
marketing initiatives, employee interviews and video-based brand
conviction sessions where we focused on determining the heart and soul
of the Foss identity. From these initiatives, we were able to develop a
clear picture of the Foss image, projected through its brand and marketing
efforts, and its disconnect with the company’s high level of service and
innovation—backed by how the company was perceived by its customers.
Armed with this information, we developed a comprehensive marketing
plan that included a refreshed brand identity and supporting tagline,
advertising campaigns, brochures, program sheets and a new website built
around the thoroughly researched needs of the company’s client base.
We also developed new copy that simplified the messaging around the
specialty leasing programs and focused on the many customer benefits.
The new tagline, “Driving Innovation,” became the touchstone of the
company’s identity and all marketing initiatives.
Our research also revealed that Foss’s competitors were perceived
largely as faceless, technology-driven entities without a sense of personal
contact, while Foss customers appreciated the company’s approachability,
willingness to solve problems and original thinking. The Foss culture is
very much based on personal service and establishing connections, so
we emphasized this focus in all of our marketing materials—particularly
the website and corporate brochure. Warm, casual photos of senior
management were placed alongside quotes that reinforced the theme of
responsive, customer-first operations. Wherever possible, we reinforced
205 – 55 Water St.
Vancouver, BC
Canada V6B 1A1
T 604.688.4321
F 877.396.6130
RedRocketCreative.com
FOSS National Leasing
CASE STUDY
The Solution – continued
this image of Foss as an organization of helpful, approachable people
rather than simply technology or processes.
The result of the marketing strategy and rollout was a fresh Foss image that
aligned with positive customer perceptions. These initiatives also revealed
the warmth, personal service and innovation that have helped this company
grow and become one of Canada’s largest and most respected fleet
management providers.
“Red Rocket really helped us focus our marketing
efforts and maximizing the returns on our marketing
budgets. They did this by taking the time up front to
get a real understanding of our industry and where
we were positioned within it before a company
message was constructed.”
Jeff Hartley, Foss National Leasing
205 – 55 Water St.
Vancouver, BC
Canada V6B 1A1
T 604.688.4321
F 877.396.6130
RedRocketCreative.com