Call Management Resources (CMR) was first founded in 1959 as King’s Answering Service. They focused on handling calls for their customers 24 hours-a-day. Over the years, challenges evolved – and so did the way that CMR solved them. In order to better position themselves as a leading provider of innovative call center and answering services in an industry that’s evolving at an incredible rate, CMR partnered with Origo Branding to develop a new brand strategy.
Origo was eager to accept the challenge of reintroducing Call Management Resources to a brand-new audience of potential clientele.
Research & Consulation
The project kicked off with comprehensive internal and external research. Origo conducted surveys and working meetings with CMR’s leadership team as well as with external stakeholders. Key insights, differentiators and competitive advantages were identified.
Origo conducted a brand audit of current marketing touchpoints and used the finding from that audit to develop a brand map to guide the tone and messaging of the new brand strategy.
Building a new brand strategy
Using insights from the research phase, Origo developed a concept titled “Launch Your Business Forward.” The concept emphasized the progressive and innovative nature of Call Management Resources. It employed the theme of space travel and featured a friendly “call center astronaut” character, Cosmo. The brand strategy positioned CMR as a leader in its field – and sent the message that their experts could be reached anytime, anywhere.
Bringing Cosmo to Life
A New Website From out of This World
In applying the new brand strategy to the CMR website, we were able to implement a new, more streamlined architecture that features:
- Better Content Organization that allows users to easily navigate through CMR’s extensive service offerings.
- A Twitter Social Media Feed on the homepage that provides a new channel for customers to connect
- A Contact Us Section that more accurately directs leads to the proper sources
- A More Engaging Tone of Voice and overall user experience