Rebranding of $500-million education company.
2003 – 2007 // 2012 – 2013
Background: Voyager Expanded Learning®, a $500 million company, is a leading provider of in-school core reading programs, reading and math intervention programs, and professional development programs for school districts throughout the United States. Founded in 1994, Voyager has delivered its programs to more than 1,000 school districts, including New York City, Philadelphia, Richmond, Dallas, Roosevelt (Phoenix), Clark County (Las Vegas), and Washington, D.C., resulting in dramatically improved student performance.
Challenge: After performing an internal brand audit with the help of Sulzer Inc., Voyager determined a brand re-vitalization was needed to guarantee success within the educational space going forward. Inconsistent identity points throughout the various brand channels and no clear brand strategy to align with and support the business strategy had to be addressed. A clear internal brand awareness had to be developed in order to drive the over all marketing strategy as well as the many sales campaigns. We needed to show that Voyager had proven results and was a direct competitor to the well-known Scholastic, Inc.
Solution: After several initial due diligence, fact gathering interviews with the founder, CEO and executive team, it became clear to Sulzer Inc. that there was one word that kept being mentioned over and over, RESULTS. Building on this, Sulzer developed the tag line “Expect Results” to serve as the brand message throughout all Brand channels. Sulzer designed a consistent look and feel throughout every marketing piece that was sent out to the end user. From the product brochures, powerpoints, ad campaigns, web site and the award winning magazine, Voyager Connection, Sulzer made sure that when educators rely upon and expect results, VOYAGER is top of mind. The VOYAGER brand would become synonymous with “Expect Results”. Through the brand re-vitalization, the VOYAGER brand would be perceived as strong and proven. Through this revitalization the internal brand building was complete and the sales and marketing teams felt confident and well equipt to tell their story to educators across the country. Sulzer rebranding Voyager from 2003 – 2007 and then Sulzer was retained to rebrand Voyager again from 2012 – 2013.
Brand Awareness Solutions: Branding/Visual Style Guide, marketing campaigns for sales cycles, marketing brochures, website branding, voyager catalog / magazine, sales training materials, national sales meeting materials, ad campaigns, rebranding of magazine, design and layout of each magazine (bi-monthly), sales invitations, various marketing campaigns for sales team, focus groups.