2013-12 December Newsletter
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The document provides information about updating a company logo to better reflect technological progress. It discusses how the marketing team worked for over 6 months with various designers to modernize the 30-year old logo. They received input from employees and aimed to portray the company's strength and use of cutting-edge technology. The new logo was launched digitally and will be gradually implemented across various branding materials over several years to complete the transition from the old logo.
2013-12 December Newsletter
- 1. We need your help! We need your help to keep the MPW website content fresh and current. In order to climb search engine rankings, drive traffic and continue to generate leads, we need an ongoing stream of new material. So if you’ve got an idea for a feature article, case study, feature photo or video, please let your marketing team know. We’ll take it from there! w w w. m p w s e r v i c e s . c o m MPWLEADER It’s Christmas Time! Enjoy the holidays with your family and friends. Be safe! From within our leadership and vision we will find our future December 2013 BRAND/NEW Technology, momentum facilitate change in MPW’s logo App of the Month Air Wings - Paper airplanes with guns! Multiplayer ac- tion game! Life is not all about work... Have some fun! December 17th is National Maple Syrup Day! Make some pancakes and indulge! Change is inevitable. In the metaphorical blink of an eye, our modes of communication, transportation, entertainment and commerce become outdated. With the concept of brand evolution in mind, MPW decided this year that its logo should be modernized to reflect the company’s growth and use of cutting-edge technology. It simply wasn’t acceptable to market advanced services like automated lancing using a 30-year-old emblem. A transformed symbol would more accurately portray the current and future MPW Industrial Services. “I hope the new version of the logo reflects the strength and technological progress of MPW,” says Marketing Coordinator Ryan Cullins. “That was my goal.” Continued...
- 2. Logo continued from page 1... Throughout the logo-modification process Cullins, along with several other designers, executed the design work, which was overseen by Marketing Director Michael Zimmer- man. MPW’s executive team reviewed concepts and made rec- ommendations for more than six months. “Our technology can be the most advanced in the world, but if our brand image looks antiquated, then our custom- ers might get the impression that we’re out of touch with technol- ogy and then look elsewhere,” says Zimmerman. “It’s important to keep our logo contem- porary and har- monized with a style that’s appeal- ing to our target markets.” Cullins says that although the new logo has been al- tered in many ways, he considers it to be an updated version, rather than a completely new symbol. “Basically, we took the old logo, deleted the drop-shadow and separated the letters,” Cullins says. The colors were modified as well: the yellow was deleted, the blue was darkened – it will now match MPW’s uniforms – and deep red text was applied. Cullins sought input not just from the marketing and execu- tive teams, but from nearly anyone who would listen and reply. Some days he wandered around the Hebron offices, conducting popularity polls between different versions of the logo. Feedback regarding the updated form of the brand has been almost entirely positive; Cullins notes a general sense of enthu- siasm among MPW employees. “We expect the excitement of the new logo to be transferred to customers,” says Cullins. “If this project can generate discus- sion about the technological capabilities and breadth of servic- es provided by MPW, then we’ve achieved our objective.” Ironically, after 155 drafts, the final version of the new logo was created by accident. It happened when Cullins was reshaping the block letters and inadvertently inserted the blank line with- in the ‘P’ character of the logo. The result was a machine-made look that reflects MPW’s industrial culture. Conjuring images of the late Bob Ross of the PBS television series The Joy of Painting, Cullins humbly refers to this as his “happy accident.” Although the execu- tive team approved the updated logo in early November, the much more labor- intensive process of implementing and incorporating the mark has just begun. The marketing team is currently creating branding guidelines that will help direct a united company voice regarding logo usage at MPW and across its divisions. Zimmerman says employees should not use the new logo until the guidelines are authorized and issued to MPW staff. The marketing department is aiming to launch the logo digi- tally before the end of the year. This will include updating the brand on MPWservices.com and its social media accounts, de- veloping standardized email signatures, letterhead, digital-form templates, sales and marketing collateral, automotive decals, uniform patches, hardhats, business cards, signage and more. Large equipment, trucks and trailers will receive updated logos as they are obtained or repainted. According to Cullins, it will likely be several years before the new version of the brand is completely integrated and the older version is fully discarded.
- 3. 1st: Devon McCartner 2nd: Debbie Stanton 3rd: Adam Pearl CONGRATULATIONS!!! At this time of year, we pause to remember a “Date Which Will Live in Infamy.” During this holiday season, please keep our military both here and abroad in your thoughts and prayers. Anniversaries • 20 YEAR LINDER, JEROME D. • 19 YEAR BLAND, MARK • 13 YEAR GARVIN, JAMES J. MURPHY, THOMAS D. • 11 YEAR BURKE, LEWIS • 10 YEAR STRINGER, JARRETT ETHAN • 9 YEAR DAMRON, SUZANNE JANNETTE • 7 YEAR HAMILTON, TODD ALLEN JENKINS, CHARLES A. BUCKLER, HEATH A. COMER, MICHAEL TYRONE HOLBROOK, GARY LEE • 6 YEAR LEE, JORDAN TYLER • 5 YEAR PERUGINO, PATRICK PHILLIP II ROBINSON, ELIZABETH LOUISE WILSON, WILLIE W QUEEN, BILLY J II As MPW begins to build its social network, be sure to “like” and fol- low us on Facebook and LinkedIn. MPW Industrial Water Division Earns GE Partnership Award MPW Staff Report CHICAGO — GE presented MPW’s Water Division with its Partnership Award on November 7 at the sixth annual GE Channel Partner Training Road Show. MPW earned the award based on a focus on utilizing the full breadth of GE’s product offerings, a demonstrated growth in year-over-year purchases and two to three years of demonstrated volume purchases. It was MPW’s first GE award, although this was only the second year for the Partnership Award. Jared Black, MPW’s General Manager of the Industrial Water Division, and Engineering Manager Justin Pierce accepted the award. Pierce said the award is a testament to the entire Industrial Water team, includ- ing its sales efforts and the execution of its overall business operations. The GE Channel Partner Training Roadshow, hosted this year at Embassy Suites in downtown Chicago, is an invitation-only event for GE’s key channel partners. To learn more about MPW’s Industrial Water Division, go to http://www.mp- wservices.com/water. 2013 Pittsburgh Chili Cook-Off Winners!