Industrial Marketing Case Study: Raymond Corporation

The Raymond Corporation is a global, well-established name in the logistics and material handling business. Now 90 years old, the company had grown significantly in recent years in large part due to their strong network of independent sales and service centers.

With a concerted effort on behalf of that network, the corporate marketing team and SFA, Raymond's new brand was launched in 2011. A consistent message and look was introduced on the corporate website, through collateral, advertising and more. In tandem with this initiative was a complete overhaul of each dealership's website, an effort that was tied to the new corporate brand but allowed those companies to retain and celebrate their individualism.

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