VersaCold’s performance driven culture is brought to life through a comprehensive, fully integrated marketing program.
VersaCold logo

VersaCold’s performance-driven culture is brought to life through a comprehensive, fully integrated marketing program.

Established in 1946, VersaCold has grown to become Canada’s largest supply chain company focused exclusively on the handling of temperature-sensitive products. After successfully working with BryanMills in 2014 to launch its new “performance driven” positioning, VersaCold once again retained our services to ideate, build and execute a fully integrated marketing program.

The redesigned VersaCold website moved away from the brochure design of the past and into an engaging mobile, responsive experience that is not only best-in-category, but also best-in-class. The design is bold, showcases original photography and presents a full-browser, enhanced visual experience. The customer’s journey takes centre stage as each page is built to effortlessly guide visitors through the website in a way that is customized to their specific needs.

VersaCold’s corporate brochures were redesigned as a “system” that focused on their six integrated service solutions. In keeping with the large, bold imagery and language of the website, the company’s story literally unfolds in front of your eyes.

Additional sales tools such as individual service solution inserts, RFP templates, and PowerPoint templates embodied the newly created visual design across all platforms, creating an integrated marketing voice.

The VersaCold website was strategically designed to be a key lead generation and sales conversion tool by featuring interesting content that guides prospects into workflows designed to re-engage, track and qualify leads as they make their way through the sales cycle. At the core of our comprehensive inbound marketing strategy is VersaCold’s weekly blog that utilizes the latest Search Engine Optimization strategies to increase organic traffic and draw people through the website. The content shared through the blog engages the customer and helps to position VersaCold as a thought leader in its space.

VersaCold’s social media presence was expanded into LinkedIn, Twitter and Facebook to create an effective distribution engine for its content and to allow for interactions with prospects, community, industry leaders and the media. To utilize the strengths of each social media platform, a consistent and timely social media calendar is created monthly by BryanMills to work within an overarching marketing campaign.

Extensive advertising and public relations strategies were developed to increase brand exposure, draw in visitors to the website, heighten media awareness and increase engagement with VersaCold across North America. Additionally, a strong search & display advertising strategy was launched to provide measurable results through geographical and targeted placements that are capable of reaching VersaCold’s diverse audience.

Since launching the website in November of 2016, VersaCold has seen significant ROI:

  • 235% increase compared to last year in average user time spent on a website page
  • 65% increase compared to last year in average session duration

Since managing marketing and communications, they have seen further increases in ROI:

  • Over 1000 new LinkedIn followers since taking over management of their account
  • 1000+ media mentions

We continue to support VersaCold in the areas of content marketing, social media management, website management, public relations and advertising. VersaCold’s partnership with BryanMills ensures that they have a comprehensive, integrated marketing program that is as performance driven as they are.

TORONTO OFFICES

1129 Leslie Street
Toronto, Ontario  M3C 2K5
P 416.447.4740
 

18 King Street East, Suite 1500
Toronto, Ontario M5C 1C4
P 416.447.4740