Underground utility locating services are unique and require a specific level of training for various types of employees. Working with Staking University, a utility locating training organization, JMS Marketing was assigned to feed on the credibility of Staking University to build the brand of its sister media companies, Planet Underground TV and Planet Underground Magazine.
Target
This project targeted not only the underground utility companies, but contractors of large commercial developments, and landscapers. In addition, a secondary audience of companies feeding into this market (Heavy Equipment Manufacturers, Engineers, etc.) was targeted to increase sponsorship and advertising revenue for the company.
Challenge
The founder and owner of Staking University is very well known throughout the industry, yet his team assigned to build the sister companies was not. In addition, sales development materials were inconsistent – as were the logos. Absolutely no vector files were available and only low, pixelated files were available.
Solution
To enhance branding as quickly as possible, JMS Marketing first recolored and reformatted the Staking University logo, then created several options for the Planet Underground TV and Planet Underground Magazine icons. In addition, new typography was created to maintain consistency between all the brands and a “broadcast signal” icon was utilized throughout all the media products for the company.
To expand optimization and build traffic within YouTube, each video episode received branded thumbnails introducing the segment. All episodes were scheduled strategically and promoted within The American Locator Magazine and throughout YouTube.
Result
Logos were developed and included complete brand guidelines to assist in maintaining brand consistency. Through the duration on the campaign, they also saw positive results including:
