UMPQUA BANK - MANAGING BRAND TRANSITION

Umpqua Bank, the largest bank headquartered in Oregon, acquired Sterling Bank in the spring of 2014, doubling its size, and adding 250 stores and 2,500 associates to Umpqua’s brand. With the motto, “the world’s greatest bank,” Umpqua’s mission is to create the best possible experience for its associates and customers. It was imperative that the transition from Sterling branches to Umpqua stores went smoothly.

Tricor already supported all associates and divisions of Umpqua Bank through a robust online tool that managed print ordering and fulfillment to ensure brand integrity, and coincided with marketing programs. The acquisition of Sterling Bank, however, required aligning all departments, stakeholders and vendor partners among the new stores with a compressed timeline and shifting target legal close date. With deep operational and brand knowledge, Tricor was committed to maintaining Umpqua’s high brand integrity for consistency and new market exposure.

Combining Umpqua’s current online interface with site surveys for the acquired stores, Tricor manufactured and fulfilled all visual brand and display elements, core bank forms and supplies, marketing collateral and support materials. Tricor also ensured all Umpqua stakeholders, general contractors at the regional stores and vendors were aligned in communication.

With deep operational and brand knowledge, Tricor was committed to maintaining Umpqua’s high brand integrity for consistency and new market exposure.


With Tricor’s brand management, all newly acquired Sterling Bank branches had the marketing, operational and visual materials needed to transition to Umpqua Bank stores in the 14 hours following the legal close of the acquisition, and before the opening of the next business day. All stakeholders at Umpqua Bank considered it to be a highly successful, albeit complex, endeavor.

PUPPET LABS – FULL SERVICE EVENT MANAGMENT

Puppet Labs is a leader in IT automation software and one of the fastest-growing companies in Oregon, supporting a global array of companies such as Bank of America, Cisco, eBay, NYSE and PayPal. Puppet Labs holds an annual conference, Puppet Conf, which brings together more than 7,000 users, both in-person and virtually, and is one of the largest events in the growing IT automation industry.

Tricor currently managed the production and logistics for all Puppet Labs domestic and global training events, conferences and community functions, giving the Tricor team deep operational and brand knowledge. In addition to supporting all visual, promotional materials and logistics for Puppet Conf, Tricor developed a Web-based merchandise shop, which was introduced to the Puppet Labs user community at the conference in September 2014.

Tricor launched a fully customized, robust solution that remained on brand with Puppet’s unique culture to more than 5,000 attendees.


Through in-depth stakeholder market research, Tricor identified both core merchandise, such as USB drives, shirts and pens, which would resonate with Puppet users and the scope of the desired online merchandise shop experience. Because Puppet Labs represents a highly technical community, it was essential that the shop offer products that were truly useful and specifically fit Puppet Labs’ communication goals. Tricor launched a fully customized, robust solution that remained on brand with Puppet’s unique culture to more than 5,000 attendees.

In addition, Tricor had a parallel team that managed production and logistics of conference materials for the large global conference with seamless execution. The Puppet Shop received overwhelmingly positive feedback from the Puppet user community, elevating the Puppet Labs brand through creative merchandising.

NORTHWEST WINERIES - COMPREHENSIVE COMMUNICATION PROGRAMS

Our deep and broad wine industry experience gives us the incomparable resources to help meet your communication goals.


Tricor has a well-respected reputation for managing design programs and creating meaningful deliverables for some of the Northwest’s top wineries. It is Tricor’s unique blend of consulting and project management, along with creative design expertise, that drives strategic, ongoing brand and communication campaigns for wineries such as Domaine Serene, Stoller and DeLille Cellars. Our deep and broad wine industry experience gives us the incomparable resources to help meet your communication goals.

Tricor provides a comprehensive suite of cutting-edge brand communication solutions that are fully integrated into winery business operations. Our process ensures brand integrity and brings all communication programs together for seamless execution and integration. Following are the products and services that Tricor currently provides to high-profile wineries and vineyards:

IMPROVE PERFORMANCE & OPERATIONS WITH TAG & LABEL SOLUTIONS

Tricor strategizes, creates and implements fully integrated brand management through customized programs to best showcase your product or service. It is Tricor’s unique blend of consulting and project management, along with creative design expertise, that drives strategic, ongoing brand and communication campaigns.

LABEL PRODUCTS & SERVICES
Shipping, identification or consumer information labels and their performance are critical to a company’s daily operations. Tricor helps you optimize label performance, operate more efficiently and lower the total cost of ownership through program assessments, distinctive products and innovative solutions. With decades of industry experience, Tricor works closely with clients to create unique material, ink, coating, adhesive and silicone combinations for specific label application.

TRICOR'S LABEL EXPERTISE INCLUDES:

HYDRAULIC REPAIR AND DESIGN - A BETTER SOLUTION FOR METAL IDENTIFICATION TAGS

Hydraulic Repair and Design (HRD) is a division of Hydraulex Global, a family of companies that specializes in industrial applications: paper, saw and steel mills and recycling plants; oil and gas applications; and mobile applications: construction, utility, mining, agricultural and marine equipment. These markets demand the most durable of solutions.

HRD uses metal tags on its hydraulic pumps, motors, valves and cylinders to record critical information, such as manufacturer, model number, serial number and sometimes necessary technical information or job numbers. HRD’s tags were made of aluminum metal and screen printed with the company’s information and logo and then punched or pressed with each job or component information.

However, screen printing on a substrate such as aluminum means the ink doesn’t absorb into the material, but instead dries on top of it, leaving a raised impression. Due to the nature of hydraulic components, the tags need to be legible after thousands of hours of exposure to harsh environments and able to withstand exposure to oils and potentially other fluids and chemicals. Standard screen printing does not hold up in this type of environment for long before it’s either scraped, chipped or melted off due to a reaction to another chemical.

HRD contacted Tricor to search for a new and better solution, as well as to cut costs, if possible. Tricor sourced a solution that would print on aluminum metal tags, but in a way not done previously. This new method created no raised impression and seemed to ‘bake’ the ink into the metal itself, almost creating a fusion of the two. This new method also gave HRD the chance to utilize vibrant and vivid colors in the tags, as opposed to only black which was used before.

The new tags were tested against a variety of different fluids and harsh chemicals to check resistance levels, and the results were glowing –zero sign of breakdown whatsoever. The tags were strong, noticeable and easy to read. And better yet, the solution generated a 35 percent reduction in cost. Today, Tricor’s tags are widely used and being rolled out to other entities within Hydraulex Global.

CHICK-FIL-A INCREASES STORE TRAFFIC

Chick-fil-A is one of the largest privately-held restaurant chains in the U.S. with nearly 1,500 restaurants in 38 states and Washington D.C. It is also the second largest quick-service chicken restaurant chain in the nation, based on annual sales.

Local franchise owners in Covington, Louisiana needed a direct marketing solution that would:
  • Establish a customer database
  • Increase store traffic

RESULTS
Chick-fil-A gained tremendous exposure with a direct mail campaign which incorporated viral elements.
  • 279.8% visit rate – Over 5,000 plastic postcards were sent out, and due to the integration of social sharing, 14,124 visited the campaign microsite
  • 7.9% of visits were responses to personalized mail
  • 65.3% of visits were responses to social sharing (text, email, social networks)
  • 26.8% of visits were responses to direct sharing (cards with generic URLs passed out to local businesses)
  • 120.6% response rate – Over 6,000 individuals provided their contact information. Since a third party list was used, all data captured was new – delivering a higher number of leads than the initial outbound campaign.
  • The direct mail piece alone drove a 22% response rate, with 1,111 users logging on to their Personalized URL to activate their offers
  • 24.8% coupon redemption rate – Store owners reported 1,300 coupon redemptions from the campaign. The number of redemptions coming from viral sharing almost equaled those coming from the mail.

CAMPAIGN ARCHITECTURE

A plastic postcard with two perforated cards, featuring campaign offers, was mailed to consumers in the Covington, Louisiana area. Recipients were instructed to log on to their Personalized URL in order to activate their two offers, and go into the store to redeem them.

In addition to the direct mail postcards, cards were also given to local businesses such as Walmart and Target, where the cards were given out to employees. These cards directed recipients to visit a generic URL tied to the campaign.

Upon visiting either the Personalized URL or generic URL, users were taken to a customized microsite for the Chick-fil-A campaign. Users validated their contact information on the first screen, selected the offer they wanted to activate, and answered a few questions from Chick-fil-A. Next, users were given the opportunity to share the offer on up to 265 social networks, email, and SMS. All recipients who shared the offer with friends were entered into a sweepstakes.

Chick-fil-A customers’ primary sharing outlet was Facebook, with 1,218 users posting the offer in their newsfeed. This brought in an additional 6,499 users to the site. Twitter fans proved very responsive to the offer, with 115 users tweeting the offer and 1,185 users responding and coming into the microsite through a tweet, almost a 1-to-10 response. Users also opted to share the offer through email and SMS.

After completing the process, users were able to print the offer (if they had not received the offer in the mail) and bring it into the store for redemption.

This campaign is an excellent example of how print, combined with interactive components, can drive tremendous responses.

Best practices learned from this campaign are:
  • Use social media integration to drive response. The results of this campaign prove that incorporating social media sharing into a direct mail campaign increases response exponentially.
  • Use automatic tracking mechanisms to analyze results. This campaign was able to provide a wealth of information to Chick-fil-A about their customers, including what media channels they use and respond to.