SCAA-Rebrand-JZULLO-1.0

Rebranding SCAA Pty Ltd
Rebrand by Jayden Zullo
Sales Manager at Secure Communications Advisors Australia
PH: +61 403 981 114
EM: jayden.zullo@gmail.com
Company brand and workflow overhaul
::: Rebranding SCAA ::: Rebrand by Jayden Zullo, Sales Manager PH: +61 403 981 114 EM: jayden.zullo@gmail.com
JAN-AUG2015

OVERVIEW
Rebrand Rebrand project began in January 2015, the original SCAA brand had undergone a refurb
around 2010 however it had fast become dated. A number of objectives needed to be achieved
as listed below.
The final objective was to take the new brand into an industry specific advertising campaign in
conjunction with existing client marketing.
Major works needed to be done in the areas of:
 Company messaging
 Target markets
 Logo
 Website
 Documentation
 Advertising

MESSAGING
Rebrand Registered trading name SCAA Pty Ltd, acronym SCAA had no meaning
Registered trading name changed to Secure Communications Advisors Australia (SCAA) which
retained original company name for existing clients, Secure Comms to be used as company name
in all new client acquisition
Company only focused on telephony, new strategy designed to target all areas of client’s IT by
exploring and engaging into six divided pillars:
Devices: Notebooks, Servers, Printers, Point of Sale & Handheld Devices
Phones: All telephony including VoIP, mobile, softphone and video conferencing
Software: Windows, Linux, VMWare, Office, EDI, FMS, WMS, ERP,
Networking: Advanced Wireless Systems, Switching, Routing, WAN & Internet Services
Security: Security Testing, Endpoint Device Management, IP Cameras, ID Cards
Service: Installation, remote support and monitoring, 24/7 helpdesk, Managed Services

TARGETMARKETS
Rebrand
Company had relied on word of mouth and reference site marketing which had resulted in 80% of
all clients falling into the professional services category. Portfolio was split to assign focus IT
solutions to a designated industry split:
Manufacturing and Logistics: Networking products including specialised wireless; Security
products such as ID cards and IP cameras
Retail and Hospitality: Device products such as mobile POS; Phone products that
integrate with mobile POS
Professional services: Device products such as endpoint computers and printers; Software
packages from operating system to email
Corporate enterprise: Phone solution using high end VoIP; Services contracts which
outsourced most IT requirements
Education and Govt: Phone tender responses; Services contracts for on-site and remote
IT requirements
Healthcare: Networking products such as specialised wireless; Security solutions including
integration to staff and patient monitoring software

LOGO
Rebrand
Major design flaw in original logo was the
gradients which made printing consistent logos
difficult and the pinwheel around the globe
which made centring logo difficult
New logo shows products sold, colourful and
easy to adapt to a variety of stationary due to
clean even lines

WEBSITE
Rebrand
Original Homepage
 Generic look
 No call to action
 Stock images

WEBSITE
Rebrand
New Homepage www.scaa.com.au
 Unique look
 Browse by industry or product
 More text for SEO

WEBSITE
Rebrand
 Horizontal scrolling
 Branded images
 Call to action phone number
 Animated tiles which flip
between product image
and vendor logo

WEBSITE
Rebrand
Original sub pages
 Total site only 6 pages
 Content such as about and
clients stacked onto single
page
 No mention of products in
detail
 Contact us single page with
phone and email only

WEBSITE
Rebrand
New sub pages
 Filled with text content for
SEO
 1300 number on every page
 News section added
 Email for more info button at
end of content
 Saleable and clean for use on
mobile or desktop platform
 Cycled real on-site photos in
galleries

WEBSITE
Rebrand
New sub pages
 Product vendor pages with
button links to YouTube
videos
 Product tours which break
down to individual product
pages
 Keyword rich for SEO
including SKU in url

DOCUMENTATION
Rebrand
Original quote doc
 Bland in appearance
 No indication of other
services
 Missing details around client
and terms and conditions

DOCUMENTATION
Rebrand New quote doc
 Outputted from Microsoft CRM
dynamics
 Prices linked to Xero inventory
reports
 Alludes to additional product
portfolio
 Integrated finance calculator
 Expanded descriptions
hyperlinked to SCAA website
on relevant SKU (drives traffic
to website and gives customer
a chance to visually see
product)

DOCUMENTATION
Rebrand
Original proposal doc
 Bland in appearance
 Formatted as a letter
 No indication of other
services
 No break down into sections
of details

DOCUMENTATION
Rebrand
New proposal doc
 Colourful and full branding
 Complete proposal with
overviews and commercials
 Details product breakdown
saved as templated for easy
addition with images
 Terms and conditions
included with rate card

ADVERTISING
Magazineandonline
‘Logistics & Material Handling’ and ‘Manufacturers’ Monthly’ magazines and websites
For over 53 years, Manufacturers’ Monthly has lead and informed Australia’s manufacturing industries with its
highly credible editorial environment and its acclaimed analysis of issues affecting manufacturing. In-depth
analysis coupled with targeted circulation to senior and operational managers sets them apart from its rivals as
it provides its readers with the essential information they need to make informed business decisions. To ensure
maximum reach and longevity of your advertisement, each edition of Manufacturers’ Monthly is sent to our
newsletter subscribers as a digital magazine and is also housed on our website:
http://www.logisticsmagazine.com.au/home
http://www.manmonthly.com.au/home

ADVERTISING
Magazineandonline AVERAGE NET DISTRIBUTION PERIOD ENDING MAR’13
18,170 SUBSCRIBERS
NSW 35% Senior Management 45%
VIC 34% Engineering & Technical 20%
QLD 13% Productions/Operations 15%
SA 7% Inventory Controller 10%
WA 6% IT Management 5%
ACT/TAS/NT/OS 5% Purchasing Manager 5%
INDUSTRY BREAKDOWN
Metal Products 25% Engineering Design 5%
Food and Beverage 21% Petroleum & Chemicals 3%
Machinery & Equipment 17% Rubber & Polymers 3%
Other Manufacturing 17%

ADVERTISING
Strategicplanobjectives Campaign activity schedule
Full quarter advertising campaign with a mix of print, online banner and case study articles in magazine, one
website and newsletter; total of 4 months
May:
Half page - Manufacturers Monthly; Online case study with links;
Banner ad on www.logisticsmagazine.com.au and www.manmonthly.com.au
June:
Half page - Logitstics Materials Handling; Case study in the magazine (also published online);
July:
Professional article online; Banner ad on www.logisticsmagazine.com.au
and www.manmonthly.com.au
August:
Half page - Logistics Materials Handling; Half page - Manufacturers Monthly;
Whitepaper download (lead generation with full contact details supplied);
Material submission deadline: 1st April 2015

ADVERTISING
Strategicplanobjectives
Print ad for ShoreTel product solution of interest and partner value add

ADVERTISING
Articles written ShoreTel product solution of interest and partner value add
Whitepaper - Unified communications paving the way to a successful merger

ADVERTISING
Animated Online banner and newsletter advertising size and placement

SCAA-Rebrand-JZULLO-1.0

Recommended

Recommended

More Related Content

Similar to SCAA-Rebrand-JZULLO-1.0

Similar to SCAA-Rebrand-JZULLO-1.0 (20)

SCAA-Rebrand-JZULLO-1.0