The Mission: Position this established U.S. firm – but new entry into the China logistics market – as a strong, competent player to attract business from corporate clients.
The Challenge: Menlo had entered the China market via the acquisition of a failing local company. Although well established in the U.S. and Europe, Menlo was unknown to many firms operating in China, and tainted by its association with the failing company it had acquired. In addition, the environment was challenging, with other foreign logistics companies folding.
The Solution: Build Menlo’s profile by localizing corporate branding, establishing a robust media relations program, and raising management profile.
Corporate Branding
To establish a distinct identity from the acquired company & link to well-respected U.S. parent, we created a Chinese logo and collateral for Menlo rooted in their corporate identity, but translated so that the brand concepts and values would resonate with a Chinese audience. AsiaMedia also directed a photography campaign to support a local series of advertisements and collateral.
Media Relations
We established a strong relationship with business and industry media with regular press releases, press events & media roundtables, and local & senior management interviews. We raised management profile, established credibility and thought leadership through op-eds in industry publications and the placement of local management as keynote speakers and panelists at industry and Chamber of Commerce events.
Business Development
AsiaMedia produced the tools for business development, including graphic design and copywriting for brochures and design for industry booths, and scriptwriting and conception of a corporate video on e-commerce capabilities in China.
The Result:
Menlo China is now profitable, regularly invited to pitch for new business with China-based clients, and has received numerous industry and customer awards.
Our Work for Menlo
- Strategy
- Branding & logo design
- Copywriting, English & Chinese
- Ghostwriting Op-Eds, English & Chinese
- Graphic Design
- Media Relations
