United Scrap Metal provides companies with the liability protection and peace of mind they deserve by offering innovative recycling programs. Established in 1978 as an independent, privately held scrap metal recycler, USM has grown to become one of the largest and fastest growing full-service recyclers in the country.
THE CLIENT
Background
Mariola Unlimited was brought in to help position the company to better reflect their expansion into new markets, refresh and apply their existing brand identity, build a communication strategy, and create materials to aid in showcasing USM’s capabilities and win more business.
Overview
Michelle led the development of sales collateral that reflected USM’s refreshed brand identity, messaging and key differentiators. In doing so, she first conducted a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis with the brand steering committee to lay the groundwork. She then led a series of follow-up workshops to further crystallize the company’s unique selling position and value proposition. The culmination of this work was done during one of USM’s quarterly sales meetings, in which each sales rep utilized the sales collateral and tools provided to them in order to develop and deliver a personalized presentation to the executive team.