Re-Branding Schwenn
Schwenn Services recently went through a very intensive re branding process. An outside consultant was brought in to analyze Schwenn Services (Former Schwenn Mechanical) as a business, as well look at how our employees, customers, vendors, and general contractors viewed our company. Mary Maloney, President of Global Brand Equity & Marketing, dug deep and her findings are what laid the foundation for our new brand.
After many intense interviews with Schwenn’s employees, vendors, customers and general contractors a few things have changed:
1. Name Change: We have formally changed our name from Schwenn Mechanical to Schwenn Services.
2. Developed a tag line: Mechanical * Electrical
3. New Logo:
4. Focus: Decided that we would stick with Commercial mechanical and electrical work and work in the residential field opportunistically.
5. Elevator pitch: WE’RE THE SUPER SUB OF CENTRAL FLORIDA. WE SPECIALIZE IN COMMERCIAL MECHANICAL AND ELECTRICAL CONTRACTING.
6. Company Description: Schwenn Services, “the super sub of Central Florida ,” specializes in mechanical and electrical contracting for commercial clients, particularly fast-track construction that requires short schedules, high intensity design/build and right-sizing jobs in distress. The company has been family owned and operated for over two decades and prides itself in personalized service and outstanding quality work. They have never missed a deadline. The company’s portfolio encompasses a wide variety of industry success stories and aesthetically pleasing design/build jobs, namely banks, hospitals and health care facilities, government office buildings, schools, law firms, places of worship, movie theatres, restaurants and high-rise condominium complexes.
7. About Schwenn Services:
Schwenn Services (formerly Schwenn Mechanical) is the “super sub” of Central Florida providing mechanical and electrical services for a variety of commercial clients.
Building owners, developers, property managers, general contractors and construction management firms throughout the US
Unlike other subcontractors, Schwenn thrives on short schedule, high intensity design/build projects and right-sizing jobs in distress.
Often called upon to provide aesthetically-pleasing solutions built to specification, the company’s portfolio encompasses a wide variety of industry success stories, namely with banks, hospitals and health care, industrial, government office buildings, computer IT and clean room facilities, schools, law firms, places of worship, movie theatres, restaurants and high-rise condominium complexes.
Owned and operated since 2003 by two generations of the Schwenneker family, the company is headquartered in Orlando , FL.
For more information on who to contact for new construction or a renovation consultation, please call 407-895-7550 visit: www.schwennservices.com
8. Designed a marketing strategy:
What is a brand?
The inclusive identity (name plus key differentiating thought) of the company, product or service which lets the audience sort it out from the competition. A strong brand elicits an emotional response.
How do you Build a Brand?
Create Distinction
Be Relentlessly Consistent
Become Brand Champions
“Branding From The Inside Out”
Our Approach
1. Perception Discovery Analysis (PDA) telephone surveys
2. Key Messaging Handbook
3. Marketing Strategy & Execution tactics
Goal
1. To baseline customer satisfaction
2. Cull for foundational key messages
3. Gain clarity around buyer preferences
Methodology
1. Inside & outside telephone surveys
2. Assessed key areas of our marketing house: brand, demand generation, measures/metrics, communication, customer loyalty, website
Perception Discovery Analysis Results
1. The Schwenn name resonates deeply.
2. Customers gave clear direction on how to/how not to market to them effectively.
3. Employees overall love working for Schwenn and validate Schwenn has work to be proud of, outstanding stories to tell.
4. 83% of customers are satisfied and are likely to provide outstanding case studies.
5. The foundation is strong and steady. Schwenn is equipped to scale.
Our Target Audience
1. Building owners
2. Developers
3. Property managers
4. General contractors
5. Construction management firms
6. Engineers
7. Architects
8. Non-competing subs (e.g. plumbing contractors)
