The West Coast capital equipment giant, Papé, approached Adpearance with a need to transform their digital presence. With five distinct operating companies, each serving a different customer in the equipment market, a large branding consideration was how to keep these markets consistent to their brand while targeting different facets of the market, all while branding Papé cohesively. Another major goal of the project was to ensure that Papé's online presence helped drive their business forward and serve customers, rather than simply being an online brochure for the company.
Adpearance was excited to tackle these problems across multiple platforms. We accomplished this by planning, designing, and developing seven separate web entities in a clear and cohesive online brand for Papé and its entities, while conveying the breadth of its equipment offering, facilities, and size. In addition to web entities, Adpeareance utilized its marketing and analytics teams to create a social media brand guide, digital marketing creative, and a transactional customer portal for Papé customers.
The result? A robust online presence that ties all the operating companies together at the parent level as well as a customer-focused and responsive website for each operating company: Papé Kenworth, Papé Machinery (Ag & Turf and Construction & Forestry); websites re-launched 2018, Papé Material Handling, and Ditch Witch Northwest.
The end result was a business-focused online presence that allowed customers to engage with Papé in a more meaningful way.