Marketing Case Study: St. George Logistics
It’s a long way from New Orleans to New Jersey but we made the connection through SFA’s strong relationship with LongueVue Capital, a New Orleans-based private equity firm. SFA initially worked with LongueVue to rebrand their firm, and we have since gone on to work with other companies in their portfolio including New Jersey-based St. George.
Working closely with the leadership of St. George and the partners at LongueVue Capital, SFA began the process of rebranding this 30+ year old logistics company that operates the largest network of independent, customs bonded CFS facilities nationwide. SFA conducted one-on-one interviews with key team members in sales, marketing, technology and customer support. We also spoke with customers and acquisition partners about their experiences “from the outside looking in.” We quickly realized the logistics business is a highly complex industry, requiring staff with a great deal of experience and the technology to back them up. And, most importantly in St. George’s case, a passion for resolving customer challenges.
From the beginning of our due diligence, we had touched on the idea of changing the company name from St. George Warehouse. The “Warehouse” moniker was a reflection of who the company was and how they started. But it in no way captured the breadth of service offerings they now had. In addition to the new corporate website and tagline positioning, SFA rolled out a new identity for the company and name change to St. George Logistics.
The new website features intuitive navigation broken down by the company’s core service offerings – ocean and air CFS, distribution and transportation services. Extensive contact and locations pages were added to make doing business with St. George as easy as possible. The SFA web development team worked with St. George’s back-end developers to ensure seamless integration with their cargo and warehouse management systems. This critical step provides St. George customers with 24/7 online cargo tracking, status, billing and other functionality through the new website. The new site and identity was launched with much fanfare through email outreach and public relations. St. George’s new site (www.stgusa.com) received over 46,000 pageviews on the first day of launch.Categories
- Market Research
- Creative Strategy
- Custom CMS
- Responsive Web Design
- Naming and Identity
- Tagline Development
- Digital Content Creation
- Public Relations