Branding
When RK Dixon, a document imaging and management company, wanted a new brand identity we had a plan in place to help. The HRB Brand Plan™ is a process that includes setting brand goals, conducting research, determining a brand personality and setting brand metrics.
With insights about current perceptions of their brand, we were able to pinpoint RK Dixon's new brand identity. We redesigned their logo and their supporting materials. We also developed a new tagline that spoke directly to customers: "Everything just runs better."
The next step was to introduce the new brand. We organized an event at a local movie theater to introduce RK Dixon employees to the new brand. And we used PR to get the word out to the customers. Thanks to the new brand, their customers now have a better understanding of what they do and who they are.
Online Contest
Having just introduced a new brand identity to its customers, RK Dixon wanted to increase brand awareness in the Davenport/Quad Cities market. To do this, HRB developed a unique public relations opportunity: the "Make My Non-Profit Run Better" contest.
The contest was designed to highlight RK Dixon's ability to make everything run better while benefiting a local charity. We invited local non-profits to register for a technology makeover valued at $60,000. RK Dixon then called on the general public to log onto their Web site and pick the most deserving winner.
The results of the contest were staggering. Unique visitors per day increased by almost 70 percent. In addition to that, the HRB PR efforts generated an estimated public relations value of roughly $102,176.
