Challenge: GVTC, previously Guadalupe Valley Telecommunications Cooperative, started in 1951 as the largest telephone cooperative in Texas. It has grown to become a full-service communications company offering phone, cable TV, Internet and security monitoring services. Deregulation of the telecommunications industry in the late 1990s, combined with explosive population growth in their service area, forced GVTC to defend its once-undesirable market. GVTC hired KGBTexas to develop a new and updated brand identity and to position the company as a high-tech communications company while still remaining true to its humble roots and brand heritage.
After extensive research and testing, KGBTexas developed a complete identity overhaul to refresh the GVTC brand and re-emphasize the value of GVTC services through a fully integrated marketing communications program. Our strategy centered on providing a more contemporary brand image for GVTC and establishing a cohesive identity built around GVTC’s key brand attributes: Customer Care + Proven technology + Local Roots = Best Value to Customers.
Monthly sales figures following the re-branding campaign were at the highest levels in the history of the company. Post-campaign market research indicated that GVTC made significant gains in top of mind awareness, quality perceptions and product usage. In addition, the new and updated brand image and its elements were embraced by entire company, instilling a sense of pride and serving as a powerful employee motivator.