Program Implementation
Working with Organizations to Help Develop and Implement Complex Marketing Initiatives
Two major energy companies turned to us for project development and implementation services to complete a critical marketing initiative when Shell U.S. decided to adopt the Retail Visual Identity (RVI) program which had been developed by its parent company for international markets.
As part of the rebranding rollout, we introduced a pioneering WebLSM App that empowered retail facilities to create custom local store marketing campaigns directly from their back office. Complemented by updated directional signage like the example, this innovative tool streamlined marketing for fuel stations with ancillary services such as quick-service restaurants and car washes.
In addition, we developed an array of program implementation tools and retail promotional tools, as shown below.
SHELL RETAIL IDENTITY PROGRAM
The Largest Rebranding Initiative in U.S. Business History
BACKGROUND
The Shell Retail Visual Identity (RVI) program was an ambitious and transformative initiative designed to revitalize and standardize Shell’s U.S. retail stations. This program extended to include acquiring and rebranding Texaco’s U.S. refining and marketing assets, bringing nearly 10,000 Texaco sites under the Shell brand. The RVI rollout represented the largest retail rebranding initiative in U.S. business history, executed market by market with precision and scale.
To ensure its success, the program focused on upgrading facilities to align with Shell’s international design standards and emphasized enhancing customer service and creating cohesive consumer experiences across all sites.
OUR ROLE
We managed this monumental effort’s communications strategy, collateral development, and implementation tools. Our contributions were critical to the seamless integration of Shell’s identity across thousands of locations, uniting internal staff, wholesalers, retailers, and consumers under a single, revitalized brand.
PROGRAM OBJECTIVES
To achieve the program’s ambitious goals, we developed a systematic approach to:
- Engage and convince Shell retailers and wholesalers to adopt Shell’s international facility design standards, ensuring consistency and brand alignment across all sites.
- Provide robust implementation tools, including printed and online materials, to guide internal teams and distribution partners through rebranding.
- Develop an innovative Shell extranet platform that became the centerpiece of the program. This platform introduced the first-ever online customization of local store promotional materials, empowering retailers to create tailored marketing assets efficiently.
MARKETING & COMMUNICATIONS STRATEGY
We executed a combination of regional marketing campaigns and local store marketing initiatives to drive awareness and adoption. These efforts were designed to engage consumers, communicate the benefits of the rebranding, and support Shell’s mission to enhance the customer experience at every touchpoint.
IMPACT
The Shell RVI program not only redefined the brand’s retail presence but also set new benchmarks for large-scale rebranding initiatives. The integration of comprehensive communication tools and innovative marketing strategies ensured alignment across the network, establishing Shell as a leader in both brand consistency and operational excellence.
Program Implementation Tools
RETAILER PROGRAM GUIDE
RVI program guide was developed for retailers and wholesalers to guide them through the program elements and available resources.
RVI PROGRAM IMPLEMENTATION GUIDE
RVI Program Guide was developed to enable the field marketing organization to understand and implement the program.
LANDSCAPING GUIDE
RVI Landscaping Guide was developed for retailers and wholesalers to assist them in maintaining Shell landscaping standards in all U.S. climate zones.
RVI DIGITAL RESOURCE CENTER
We created a comprehensive on-line source for all aspects of the RVI program including a document download center, a promotions center and a link to local store marketing materials.
RETAIL PROMOTIONS
Developed various tools to facilitate effective communication and, ultimately, successful roll-out of the program.
SPECIAL PROMOTIONS
Grand-opening and ongoing local store promotional campaigns.
