Sterling Tire, started in the mid 1960’s, had a rich history of being an integral part of the local community in Keswick, Ontario. When the Stevens family purchased Sterling from the original owner in 2010, they wanted to create a new identity while celebrating its rich heritage and community ties.
They called us for a top down assessment and to create a marketing plan to help them better position themselves in the local market amid growing competition.
We quickly realized that like most small businesses that have been around for many years, the marketing was inconsistent among different media. Store signs, truck signs, business cards – each looked radically different with no common theme or design elements. The company also had no web site.
We started by creating a logo and a set of design standards that would carry into everything they did. Colours, fonts and designs were all established first. Then a logo was created that reflected the retro look and feel the new owners wanted to keep.
From there we created new store signs and truck graphics, all based on the new design standards.
The web site was to be something new for us. While most of our clients want modern and sleek, this job called for a retro style. We had to ask ourselves what a web site from the 1960’s would have looked like – had there been any.
Using a selection of pastel colours, fonts, and design images, we came up with a web site that got the town talking. Within days of the site going live, the phone was ringing with new and current customers commenting on the new site.
We also integrated an email capture form allowing visitors to instantly get a coupon for a discount on service. The growing list is used throughout the year to let subscribers know of seasonal promotions.
Sterling Tire directly attributes a 35% increase in new sales to the new marketing and web site. “The new site that Fourword did for us along with their SEO has performed better than we could ever have imagined,” says Jeff Stevens. “We used to get customers from just Keswick, but now we get them from Toronto and as far away as Niagara Falls.”Case Study: Sterling Tire