ADAPT

Rebrand and ongoing marketing

Challenge

Previously run as separate Amari businesses but sharing the same customer base, GPT (Hardware) and ADS (Roll Media) were merging to create a single source for their entire product range. As experts in creating new business ideas and brands, Armstrong was asked to get involved right at the start of the rebrand project.

Strategy

As with any new entity, we needed a strong and memorable name for the brand. Something we could use as a solid foundation to create a key positioning statement, website and more.

Creative

Our team hosted a brand creation workshop as part of the rebrand process, which helped us to launch ADAPT – Amari Digital Printing Technology – to the world. This was a case of communicating the newly formed alliance to the market, as well as internally at Amari and ADAPT. It meant a new strapline – ‘All formats, all media, all good’ – to accompany a brand-new website and suite of launch materials, followed by aggressive communications backed by supply partners.

Result

After the successful brand launch, we led an intensive digital marketing campaign, including email, paid search, organic SEO, digital adverts and third-party email marketing. We increased visibility in all search engines by 21%. Our R series printer campaign achieved SEO rankings of 2 and 3 on Google for seven terms, while ADAPT scooped ‘HP Most Mid-Volume units sold through FY18 & Q1 ’19.