Client Case Study - MONSTERS...

Client Case StudyBodyTek Coatings Group

The BackstoryBodyTek Coatings Group is the leading decorative epoxy coatings and concrete contractor in the Midwest, since 1979.

In early 2007, they started the BodyTek Training Center, or as they like to call it, the BTC. It is the only company in the

industry that offers a complete range of training that includes: Installation, Sales, Site Prep, Marketing, Concrete Artistry,

and Operations Management.

Challenges Time: Usually, the concept of longevity in business is not looked at negatively. But since BodyTek was an established entity,

they had grown comfortable with the way they managed their company’s logo. In the corporate world, this often leads

to visual inconsistencies in its use and a variety of mismanagement issues that can impact the integrity of the brand. In

BodyTek’s case, they realized that it lacked the visual punch needed to stand out from their competition.

Foundation: Many businesses begin without a clear idea of what their brand signifies to their customers. It’s common for

companies to go decades without establishing a brand, ultimately affecting the perception of value that customers have

about them. While this may seem non-problematic for some businesses, it tends to stifle the long term growth potential.

Which brings us back to the BodyTek story and their desire to further grow the family owned business.

Cost: Since the idea of brand management was foreign to them, there wasn’t an established budget for the project. And

we all know that when there isn’t a budget for a project, it always seems like an action item just out of reach and lower on

the priority level.

The Process of EvolutionStep One: After establishing a budget for the project, our primary objective was to meet their initial cash flow constraints.

And because BodyTek was in the initial phase of their rebranding efforts, there wasn’t much capital to begin a large brand

initiative. To accommodate them, we amortized a monthly payment cycle to coincide with each major project milestone.

Step Two: With a marketing budget successfully behind us, we then worked with BodyTek to create an annual brand

management strategy that broke the brand initiative down into stages. Each stage got us one step closer to achieving a

complete brand evolution. We started with the rebranding of their logo and corporate identity and moved into the creation

of a unique proposal template that totally redesigned their sales process and made their quoting system more efficient

and effective.

The brand foundation had now been laid. It was now time to start working on two separate components to the company

website. First was a traditional corporate site, complete with project galleries and testimonials that they could showcase

while on sales calls. The second was focused on a newly created training center that BodyTek had instituted, designed

primarily to instruct contractors on how to gain the skills necessary to become quality tradesmen in the decorative concrete

industry. These initiatives led to direct mail, email marketing efforts and tradeshow booth graphics that completed the big

marketing picture for BodyTek.

Client Case Study: BodyTek Coatings Group

Improving and Protecting Your Investments Since 1979

The MONSTER EffectIn 2003, BodyTek was a typical, small family owned company, with annual sales from 300 - 500K. The sales systems,

marketing processes and multi-media branding was virtually non-existent.

Since the re-launch of the BodyTek brand, they have received more qualified leads on their website than ever before.

Coupled with the incredible return on their direct mail efforts, BodyTek’s annual revenue in 2008 approached $1,400,000.

“ We know that a big part of that has to do with the work that MONSTERS did for us. They not only made a difference in

the company sales but made a small, family owned company believe in the power of design and what an effective brand

can do for business. What we learned is that branding isn’t just the look. The way people perceive our company actually

affects sales, holding our price and virtually everything to do with improving the bottom line. Our competitors don’t know

how to compete with us because we have begun to “change the game”. People have come to us in trade shows because

they were drawn in by our new booth design and they loved the trade show postcards we sent out. Others have told us the

look of our proposals is the most professional they have seen. We have discovered that our customers don’t necessarily

want the cheapest option they want the best value and our new branded look has established us as the “Cadillac” with

“Ford” prices.“ - John Kolencik : BodyTek Training Center

The OutcomePositive Brand Equity: Since 2007, BodyTek has improved their brand equity and increased their sales through brand

loyalty, awareness, association, and perception of quality. Customers and prospects are beginning to recognize the

company logo, it’s name, colors, etc. through brand consistency. And now the brand exudes strength and demands a

higher price point when they quote jobs. People pay more for brands that convey quality and position themselves as

leaders in their industries.

Client Case Study: BodyTek Coatings Group

IDEAS SO GOOD...IT’S SCARY!WE DEVELOP CUSTOMIZED MARKETING MESSAGES THAT SPEAK TO YOUR CUSTOMERS. The marketing message shouldn’t be scary - but

the right message can speak directly to your

customer - creating a chilly feeling that you are

the right business for them. We think that’s a

good idea.


It’s Your Business...Build it.

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It’s Your Business...Stay fit.

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Client Case Study: Marketing Samples

CALL FOR MORE INFORMATION REGARDING BRAND MANAGEMENT SERVICES (330) 701-4949



DECORATIVE AND SEAMLESS COATINGSYSTEMS

Wave Goodbyeto Problem Installations

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BOGO-PSTCRD-FRONT-100108-FINAL.pdf 10/7/08 3:52:49 PM


BodyTek is a one-stop contractor that specializes in the demanding conditions of water-parks, family fun centers and amusement parks. Some of our many custom applications include... • Swimming and Activity Areas • Hospitality and Dining • Locker Rooms and Maintenance Facilities

1153 Marsh Street, Suite A Valparaiso IN 46385

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Give us a call at 866-400-BODY

And say hello to the coatings contractor that comesin on time, on budget and on spec!

Visit gobodytek.comfor more information

Ask about our proprietary PEP System.

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WE MAKE CLEANUP EASY...

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BOGO-PSTCRD-FRONT-072108-FINAL.pdf 7/23/08 12:21:11 PM


Most work areas are subject to:• staining• odor retention• bacteria and mold

BodyTek installs �ooring systems designed especially for the tough demands of veterinary clinics, hospitals and boarding facilities.

With simple routine maintenance, your BodyTek �oor will look new for years to come!

Give us a call at 866-400-BODYAnd when you call us, tell us that, uh, Rover sent ya!

Visit gobodytek.comfor more information

Learn more about our PEP system...


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FORM AND FUNCTION ALL IN ONE!

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Most work areas are subject to:• Staining• Heavy foot traffic and slipping• Bacteria and mold

BodyTek installs �ooring systems designed especially for the variety of demands in the restaurant and hospitality industry.

Come see all the �ooring possibilities for your restaurant at Booth 655 in the South Hall during the National Restaurant Association Trade Show, May 16-19, 2009.

Give us a call at 866-400-BODYAnd when you call, tell usthat Pierre sent you!

Visit getpepd.comfor more information

Also visit our main website at gobodytek.com

Learn more about our PEP system...


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Green BuildingCouncil Member

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Client Case StudyCall for more information regarding

brand management services(330) 701 - 4949

Client Case Study - MONSTERS...

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