Leidos and RW Beck
Driving a 62% revenue increase in a down market through a holistic brand strategy
Renaming and repositioning Value Place as WoodSpring to meet aggressive growth goals
Questions
Value Place had extremely aggressive 3-5-year growth goals and needed to know if the Value Place name, logo, and visual identity could take them there. They also needed to tell their story (and the story of extended stay hotels) to developers, municipalities, and guests for greater adoption. Ultimately we determined they needed a new name, a brand positioning, and a line extension to achieve this. We helped them answer the following questions:
- What should our brand stand for?
- How can we create a new name for ourselves that also becomes a powerful B2B and B2C marketing tool?
- How can our product portfolio be redefined to reflect the reputation we want to earn?
- How can we identify the most valuable target market and reach them most effectively and efficiently?
- How do we design a strategically smart, yet creative visual identity?
- How can our voice bring our brand to life and what messages will resonate best with our different audiences?
- How can we package the brand to be more attractive to municipalities?
- How can we value engineer a product with the most important programs and features and still maintain price leadership?
Approach
Research. Strategy. Naming. Visual identity. Our method was rooted in research and financial modeling to ensure decisions were made with confidence. It included:
- Qualitative and quantitative research
- Name equity and brand value research
- Brand health and brand value drivers research
- Market segmentation research
- New product/ line extension development research
- Naming and logo development
- Brand architecture
- Visual expression and identity
- Brand strategy development
- Voice of the brand
- Core messaging
- Competitive positioning / brand pillar development
- Marketing and advertising execution
- Prototype design/program feature development and testing
- Employee engagement studies
Results
25%
increase in unit growth
45%
increase in franchise fees
21%
increase in RevPAR (Revenue Per Available Week) while maintaining incredibly efficient operating costs
Our work contributed to their value when acquired by Choice Hotels, one of the world’s largest hotel companies, in Q12018 for $231 million in cash, which did not include the actual properties themselves.
Value
“The Brand Consultancy always meets or exceeds my expectations. They’ll never let you down.“
“Their team is top notch, working tirelessly on your behalf. I have partnered with them for eight + years with two different companies. Their work is nothing short of fantastic. Our new hotels command significant rate premium over our predecessor brand.”
Executive Vice President of Brand Strategy and Management, WoodSpring Hotels
Questions
Value Place had extremely aggressive 3-5-year growth goals and needed to know if the Value Place name, logo, and visual identity could take them there. They also needed to tell their story (and the story of extended stay hotels) to developers, municipalities, and guests for greater adoption. Ultimately we determined they needed a new name, a brand positioning, and a line extension to achieve this. We helped them answer the following questions:
- What should our brand stand for?
- How can our product portfolio be redefined to reflect the reputation we want to earn?
- How do we design a strategically smart, yet creative visual identity?
- How can we package the brand to be more attractive to municipalities?
- How can we create a new name for ourselves that also becomes a powerful B2B and B2C marketing tool?
- How can we identify the most valuable target market and reach them most effectively and efficiently?
- How can our voice bring our brand to life and what messages will resonate best with our different audiences?
- How can we value engineer a product with the most important programs and features and still maintain price leadership?
Approach
Research. Strategy. Naming. Visual identity. Our method was rooted in research and financial modeling to ensure decisions were made with confidence. It included:
- Qualitative and quantitative research
- Brand health and brand value drivers research
- New product/ line extension development research
- Brand architecture
- Brand strategy development
- Core messaging
- Marketing and advertising execution
- Employee engagement studies
- Name equity and brand value research
- Market segmentation research
- Naming and logo development
- Visual expression and identity
- Voice of the brand
- Competitive positioning / brand pillar development
- Prototype design/program feature development and testing
Results
25%
increase in unit growth
45%
increase in franchise fees
21%
increase in RevPAR (Revenue Per Available Week) while maintaining incredibly efficient operating costs
Our work contributed to their value when acquired by Choice Hotels, one of the world’s largest hotel companies, in Q12018 for $231 million in cash, which did not include the actual properties themselves.
Value
“The Brand Consultancy always meets or exceeds my expectations. They’ll never let you down.“
“Their team is top notch, working tirelessly on your behalf. I have partnered with them for eight + years with two different companies. Their work is nothing short of fantastic. Our new hotels command significant rate premium over our predecessor brand.”
Executive Vice President of Brand Strategy and Management, WoodSpring Hotels
