Montpellier and Allcooper Group have enjoyed a fulfilling relationship which involved full use of Montpellier’s integrated service to great effect. The company wanted a complete re branding exercise with new logo, new public relations campaign and new website. Montpellier achieved all three, combining functionality with style.
“The brand, developed by the Montpellier team has allowed the business to be seen as a major player in probably one of the most competitive B2B markets on the business scene today. It also gives us the confidence to upgrade our client prospecting which has resulted in new accounts, including Capita, Microsoft, EA and other bluechips.”
Martyn Smith – Director
Allcooper has built a strong brand image across Gloucestershire having successfully operated in the area over the last two decades. A trusted and respected name in the competitive industry of commercial and domestic security services, Allcooper’s brand is based on integrity and reliability. As the group entered a period of growth and change, which has seen Allcooper branch out into commercial and domestic security, fire alarms, burglar alarms and key pad entry systems, the management recognised that the company’s corporate identity had to evolve with the business.
Allcooper came to Montpellier with the aim of building the company’s reputation as the leading fully fledged integrated service provider in a cluttered marketplace.
• To create a fresh, new corporate identity that reflected Allcooper’s traditional strengths in the marketplace whilst reflecting the company’s expansion into full integration.
• To create corporate branding that reflected the brands image as a trusted company. “Some one you could lend your house keys to”.
• To demonstrate to customers how Allcooper could offer the best service and design solutions for intruder & fire alarms, CCTV & surveillance, access control, gas detection, data networking, IP, telephony and more in the UK and Europe.
• To provide a corporate identity that was professional and polished, and allowed the business sectors to go head to head with established brands such as Chubb and ADT in the security and fire protection sectors and Pandi in the IT and converged technologies sector
Allcooper was very keen to weave its key issue of trust throughout its corporate identity and for Montpellier PR to create a logo that encapsulated this. Montpellier adhered to the challenge and created a wedding band that represents the marriage between the client and Allcooper. A key element of the brand is the primary strapline ‘Trust is everything’ to underpin the internal and external communications messages. Montpellier came up with six other straplines which Allcooper will rotate by means of using them as titles and statements; this builds on the existing foundations of the company and helps strengthen the brand and its values.
Montpelier’s creative team, under the direction of creative director Roger Taylor, deliberately looked to position the brand as a stand alone entity, rather than go along the tried and trusted routes adopted by many of Allcooper’s blue chip competitors. The brief was challenging, given the requirement for a brand that people would connect with, yet stand alongside international competitors.
Montpellier’s sister company, Montpellier Interactive designed and built a website which would become an electronic portal through which home or businesses users could research the brand in complete confidence. This large, easy to use website showcases the client’s position and the wide range of services that Allcooper offers, while strengthening the brand’s key values. The new branding was successfully launched in April 2007 to coincide with Allcooper’s 20th anniversary celebrations.
This campaign showcases Montpellier’s rebranding qualities with clients which, time and again, ensure that the consultancy team deliver creative and effective solutions to specific and often challenging issues. The account team seized the opportunity to deliver a programme which has transformed the perception of Allcooper while remaining loyal to its traditional client base.
Importantly from the client’s perspective the evaluation of the brand has best been gauged by customer feedback which has been extremely positive, in addition to the full backing of strategic partners such as Norbain and other leading security appliance manufacturers.
Already, the converged IT business has exceeded its budgeted income by a factor of three. New accounts have also been acquired such as Capita, Microsoft, and EA.