Founded in 1978, the Eastside Group of Companies slowly evolved over time to include several divisions by the time 6P was first approached to help with branding: Eastside Collision Repairs, Eastside Heavy Truck Collision, and Eastside Industrial Coatings and Composites.
All three brands resided on a single website, and all three had different, disconnected logos and target audiences. Eastside executives realized this branding scenario was far from ideal, so 6P was engaged to address this concern.
Aside from realizing all three logos needed to change—and a fourth, Eastside Group of Companies, warranted a logo as the parent entity—in-depth interviews were conducted for each of the divisions. Following this exercise, marketing plans for all three brands were created. Each was treated individually to maximize target audience engagement, but all three shared certain elements of consistency that were also purposefully leveraged.
When it came time to rethink the website strategy, the decision was made to create distinct sites for each of the three brands and to establish an overarching Eastside Group of Companies website that would link to all others while demonstrating both visually and textually that these brands were interconnected. In concert with this branding evolution, professional photoshoots were facilitated, and high-quality corporate profiles were produced and printed for the heavy truck and industrial divisions.
This rebranding exercise has worked well for Eastside, and the company continues to rely on 6P for multiple aspects of its overall marketing program. For example, we continue to make website enhancements, design and produce printed materials, develop and maintain a full suite of PPC campaigns as well as provide Eastside with branded images to post across its social media channels.
The website strategy has proven valuable with the integration of Eastside Moray Collision & Glass, Eastside Fawcett Collision & Glass, and Zone Refinish adding to the portfolio. For all three acquisitions, separate websites were again created, with each one having a clear connection to the Eastsde Group of Companies.
