Case Study


Analysis

Lynda Ellis purchased Capitol Concierge, a company that provides concierge services for commercial office properties, upscale apartments and condominiums, shopping malls, private corporations and individuals. Despite its size, when Lynda took over as president and CEO, the company was in dire need of rebranding. “I knew it was time to give Capitol Concierge new life and at the very least, a facelift,” said Ellis. The company needed to be repositioned in a more modern and sophisticated manner, to better align with its target audiences. Capitol Concierge was also seeking more national opportunities to expand, so it was necessary to increase positive awareness for the company outside of the local market, and to position it as the concierge provider of preference.

Solution

Capitol Concierge engaged Verasolve to execute the company’s rebranding efforts and then to build awareness through a series of integrated marketing and public relations activities. Verasolve first developed a new logo and brand elements. The refreshed logo is sophisticated and upscale, in colors that better represent the industry and target audiences. The logo colors and style were then incorporated into a new website, for which Verasolve provided all content, messaging, creative direction and coordination of design and development. The new website has evolved Capitol Concierge’s appearance as a company that delivers flowers and gift baskets to a high-end, professional concierge service provider. The site was updated with all necessary information for prospects and clients, and now presents a consistent look, feel and message. Verasolve then began to promote Lynda and Capitol Concierge through a series of PR activities, including media opportunities, awards and speaking engagements. A coordinated marketing initiative was also implemented, in which Verasolve developed advertisements to be placed in target publications. In addition to creating a new company image externally, Verasolve led communications efforts for Capitol Concierge employees as well. The new branding and messaging were carried throughout internal training materials, presentations and events. As a trusted partner, Verasolve continues to provide Lynda with strategic direction for all public relations, marketing, social media and internal communications efforts.

Results

Verasolve’s rebranding of Capitol Concierge has positioned it as the high-end provider of concierge services, and has boosted employee morale. “Verasolve developed a logo that we can all be proud of, and a beautiful and sophisticated website that has positioned us as the company we are—dedicated to best-in-class service for each and every client and customer,” said Ellis. Verasolve’s strategic focus on marketing and PR resulted in significant recognition for both Capitol Concierge and Lynda Ellis, including her being honored with SmartCEO’s Brava! Women Business Achievement Award, Washington Business Journal’s Women Who Mean Business Award and as a finalist for eWomen Network’s Matchmaker of the Year Award, and the company being recognized on the Inc. 5000 list and as a finalist for the Helios HR Apollo Award. Capitol Concierge is now the nation’s leading provider of concierge services for commercial office properties, upscale apartments and condominiums, shopping malls, private corporations and individuals.

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