The client

Hyperline Cabling Systems is a Canadian wholesaler of network installation supplies and equipment. Their products are sold online as well as at the retail level in Home Depot and similar outlets. They have distribution centres in Ottawa, New York, and Atlanta.

The challenge

Hyperline was experiencing growth and competitor challenges. Formed in 2005 they were poised to take the business to the next level in a global context. They identified a host of challenges, packaging was their primary focus. Accurate Creative was one of three agencies paid to do a packaging analysis and a high-level strategy approach for their line of products. All the agencies were given the same prospectus. There was no budget outlined. They wanted us to imagine the best possible solution to solve their problem by giving the best business case, including a budget.

The pitch

Hyperline’s senior management team, with their communications director, went to each studio for a formal pitch. Our team proposed five recommendations based on the challenges they communicated in their business overview. Though their primary focus was on packaging, our recommendations went beyond as it impacted their ability to reach their objectives. It included some corporate-level brand positioning advice that would see deeper influences on their value proposition

Our packaging advice though was unique from the other bidders. It included changing all the product resins to one colour, orange, and most critically our recommended new packaging designs and materials significantly reduced their production costs and environmental footprint by using less plastic.

We won the account.

The strategy

The first four of Accurate’s five recommendations were adopted. The packaging strategy was fully implemented as described above. The second recommendation we had proposed was improving the website as a cost-saving measure rather than redoing it. We outlined however the need to revisit this critical business tool at a later date as it needed a complete overhaul—from value proposition to key messaging and brand. They included the website overhaul in the contract, along with the packaging. Our third recommendation was around marketing support tools for their sales team—pretty packaging alone would not help them attain their goals. This recommendation would empower their salesforce to reach more people with consistent messaging. This really appealed to the senior management team. A secondary strategy around advertising and customer outreach products was accepted and rolled out. The fourth recommendation was based on brand management. With offices in Ottawa, New York, and Atlanta they needed a brand standards guide or risk a disjointed brand system within a few years.

The results

Early in the process of launching the new package design, Hyperline’s distributors were so excited about the new branding that they said, “This is a game-changer in our industry”. It was such a powerful statement that we adopted a version of that statement as Hyperline’s slogan in the advertising campaign that followed—New Brand. New Game.

In 2016 Hyperline’s package design was awarded an outstanding score in the cabling installation and maintenance awards program. The client was thrilled to be recognized amongst their peers.

The marketing strategy Accurate crafted and deployed made a significant impact on this Canadian company.