Birmingham Mail , Birmingham
Signs Now was approached by the Birmingham Post & Mail to replace signage at over 100 newsagent shops in the city. The newspaper had recently changed its name and logo and wanted to advertise the new brand in place of the old.
Traditionally there had been a turbulent relationship between the newsagents and the newspaper with the newsagents making many demands on the newspaper for products and services which the newspaper could not always fulfil. Imposing a new corporate image on over 100 newsagents was seen as a difficult and controversial challenge.
We appointed an experienced Signs Now Project Manager (Carlo Matarazzo) to the job. His work was overseen by a Signs Now Director (Bill Dunphy).
Signs Now was required to visit each newsagent, to talk through the plan with each proprietor, to carry out a risk assessment, to carry out detailed measurements and to take photos of existing signs. An average budget of £1000 per newsagent was set aside - a limit of £100,000. The work was initiated in early February and we had a deadline to complete by the end of March.
From these measurements and photos Signs Now was able to provide the proprietor and the relevant Mail Marketing Manager with a proposed design for the new signage. Both parties were required to sign approval to the design before we commenced manufacture.
A number of the newsagents saw this as an opportunity to get more money out of the newspaper for more signs and promotions in their store. With Signs Now acting as the intermediary we were able to argue that such demands were not within the scope of our project and that, instead, the focus must be on the corporate branding.
As each design was approved so each newsagent was advised of an installation date. All signs were quality controlled and fitted by one of our own installation crews. A photo was taken of each completed job and the newsagent was asked to complete a satisfaction survey form. At the end of the project we presented the manager with two lever arch files of all the completed jobs – signed paperwork, before and after photos.
Signs Now used three installation crews over the 6 week period to install the signs