GASP urges Western Pacific to commit to becoming a solutions
provider and to let the world know.

Situation

Western Pacific Storage Systems was a company that had done everything right. They had bought four companies that were known for their superior shelving products. They created brand awareness for each product line. But in 2007, it was time to take the company from a regional player to a national contender. GASP was called upon by senior management to reposition the company out of just being another "metal bender" to taking their rightful place as a world-class storage solutions provider. The management had made the commitment to transition from four traditional brands to one Adaptive Brand.

Adapting to this new marketplace reality would require a complete corporate makeover, from name change, new corporate I.D., re-staged web marketing and cutting-edge trade advertising, to having a high-impact trade show presence and re-vamped sales presentations. They needed to adopt a new point of view if they were to compete on a global stage.

Objective

GASP started with adapting the company's value proposition to its new audience. We took them from Western Pacific Storage Systems to Western Pacific Storage Solutions. We expanded their scope from selling material handling products to providing storage solutions to the entire supply chain. By introducing the theme, "Serving the Smartest Links in the Supply Chain," we repositioned their audience to incorporate senior end-user decision makers rather than retailers and distributors. We re-framed their product offering from selling steel shelves to selling the "brain power" needed to devise storage solutions required to move merchandise through the highly complex networks of the global supply chain.

Results

Within the first 60 days, the company went from bidding regional jobs amounting to thousands of dollars to bidding jobs from coast to coast, valued in the millions.

WPSS.COM