Company Rebrands Thanks to Market Research
More than ever, the importance of keeping business records safe and secure cannot be overstated. Whether that information is in printed or digital format, it is crucial that these records are managed expertly—organized, secured and when needed, safely shredded.
Niagara-based National Records Management (NRM) specializes in information management for businesses, government and not-for-profits, providing a secure off-site facility and customized options for customers. While it has built a loyal network of clients, NRM wanted to increase its place in the market in a growing and competitive industry.
To achieve this, a marketing strategy would be key; however, like many smaller businesses, the company lacked the staff resources or the knowledge. NRM also needed an innovative plan to roll out its new digital conversion as a new service. It looked to the Business & Commercialization Solutions team at Niagara College.
The research team conducted market studies, analyzed industry trends, reviewed marketing and branding strategies, and then made recommendations for NRM to determine the direction of the business.
“It was a rewarding experience working with the team at Research & Innovation,” says NRM president Jane Lockard.
“The team made such a strong case for our future direction that we have decided to rebrand National Records Management as Knight Archives. The new name and a shield as a new logo portray the guarding and protecting of our clients’ information.”
The goal for the records company is to remain on the leading edge in providing its clients the best advice and service to ensure their data and information is securely managed. “The insight the research team gave us helped guide our direction,” says Lockard.
“By working with Niagara College, and thanks to funding by the OCE, we were able to receive excellent marketing information that would have taken our in-house staff six months to compile. We appreciate the ability to move forward with this project in an accelerated fashion.”
- Jane Lockard, President