Challenge

By Autumn 2018, ROV specialist ROVOP had outgrown its initial brand story after a successful start as a company and, as such, it identified a need to improve how it was perceived in its sector and beyond.

ROVOP needed clarity and consistency of message, both internally and externally, and a platform on which to build favourability and familiarity.

In order to support this, Fifth Ring was tasked with developing a new and compelling story and implementation plan to embed ROVOP’s added value message into the marketplace effectively and to reposition the company as a key player within the global industry.

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Solution

Fifth Ring worked closely with ROVOP’s senior leadership team and applied its proven Brand Asset Management process to develop, define and articulate the new brand story.

Making the transition from local challenger to global player included producing and executing a multi-pronged solution, considering:

Key targets, messages and channels
A strategic marketing communications plan
A tactical delivery for activating the new brand

Both internally and externally, the new look and feel of ROVOP was taken to the market by deploying the following tactics:

Website build - informed by key outputs of Fifth Ring’s Brand Asset Management process, a new website was built and launched for ROVOP which marked the launch of the ‘new’ brand in the marketplace
PR - frequent PR, media and exhibition support formed an integral part of activating the brand and bringing the new story the market
Persona driven marketing - a bespoke, strategic marketing and communications plan informed by corporate and persona level messaging was developed and carried out
Collateral - all collateral was brought under the new brand look and feel and identity guidelines