Marinemax branding case study

Situation: MarineMax, the world’s largest boating retailer, needed a method to ensure its marketing message and image was consistently communicated to more than 60 national retailers. Previously, each location was responsible for its own marketing. As a result, the MarineMax look and message varied significantly from region to region and even from promotion to promotion.

 

Solution:
Working with MarineMax management, Blue Reef developed an overall corporate identity. Once this was complete, Blue Reef developed the Marketing Toolkit, a software application which allowed the regions to create localized collateral based on pre-selected formats, images and messages. The application had a user-friendly drag-and-drop interface along with a print preview option. Version 2.0 of the Toolkit saw a greatly expanded selection of templates, the addition of several product lines and a remote update option.

Results:
The Marketing Toolkit allowed MarineMax to create a unified brand image and centralize its printing - leading to an immediate 10-15 percent cost savings. The project paid for itself in less than three months. With the help of the Toolkit, MarineMax is on track for record revenues in a down economy.