Jones and Thomas Reinforces Brand Image with Powerful Graphics at Caterpillar

Situation

The Decatur Caterpillar plant receives thousands of visitors each year. Among these visitors are potential customers who want a tour of the manufacturing facilities before making a purchase of this magnitude. Very often this is the final and most powerful means of communicating with them.

Primary Goal

Reinforce the overall positive image of Caterpillar and the quality of its products during this crucial decision-making process.

Marketing Solution

The solution was a series of powerful graphics that visitors see throughout their facility tour:

• Lobby graphics welcome potential customers to the facility and illustrate the company’s history in the mining and construction industries.
• An “impact wall” features back-lit color images of the plant’s primary products.
• Signage showcasing employees and the company’s values in action is prominently displayed in the conference rooms and office areas.
• A video of Caterpillar employees’ photos that morphs from one employee to the next demonstrates the team concept and dedication to quality.

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