AWARDS 2012 CASE STUDY: Category 18: 'Cascade Groop rebrand and relaunch' by Cascade Group, Studio
Cascade Group is a high-street print and design on-demand business that, before its rebrand, traded as the national brand Kall Kwik. Cascade Group decided to rebrand due to increased competition, squeezed print margins, changes in customers buying behaviour and a feeling of being trapped by the Kall Kwik brand so service development and diversification was problematic at best.
Starting in July 2011, a small inhouse team worked behind the scenes to create a new and exciting brand which the Group could seamlessly transition to over a weekend in October 2011. The primary objective was to secure the existing clients who are local to the retail shop fronts but rarely pop-in and prevent a drop in turnover; ensuring business didn’t revert to other Kall Kwik franchisees. Brand awareness had to be established quickly.
A comprehensive rebranding campaign was using a vast array of marketing techniques from direct marketing to goody bags and telemarketing to search marketing. It has been almost been one year since Cascade Group ‘re’launched and marketing costs have been kept tight. Cascade Group has seen a 19 per cent growth in turnover as a result of the rebrand.