Discover how Axiom revealed Arsenal Resources’ brand story to appeal to a new investor audience.
ARSENAL RESOURCES CAMPAIGN SUMMARY:
Axiom guided Arsenal Resources through THE AXIOM™ Marketing Strategy Brief process, which informed new brand positioning and branding program, enabling Arsenal to appeal to new audience while communicating the company’s story.
THE AXIOM Marketing Strategy Brief
Brand Launch Email
Internal Landing Page
“It is our people and our assets that together are our greatest competitive strength, and our rebranding underscores this.”Dave Wood, Chairman and Chief Executive Officer of Arsenal Resources.
ARSENAL REBRAND OBJECTIVE:
Mountaineer Keystone wanted to appeal to a new investor audience, but lacked a distinct brand identity that conveyed the new name, story or value proposition. After a referral from Baker Botts LLP, the company approached Axiom in November 2016 with a firm deadline: the branding program must be created and fully deployed February 27, 2017.
AXIOM BRANDS ARSENAL RESOURCES
Arsenal Resources, a small-cap, pure play natural gas operator, had a strategic focus and footprint in the Marcellus Basin. Through a unique combination of quality assets, exceptional people, regional knowledge and use of innovative technologies, Arsenal has set records for efficient drilling and completions.
THE AXIOM MARKETING STRATEGY BRIEF
The Arsenal rebrand began with THE AXIOM Marketing Strategy Brief, which revealed the company’s key selling messages, differentiators and brand position. Arsenal provides both attractive opportunities and essential needs to their audiences – financial returns for investors, employment for communities, royalty checks for land owners, donations and volunteer work and, ultimately, natural gas for homes and businesses. THE AXIOM Marketing Strategy Brief revealed another key insight: the company differentiates by having both the short-term execution and the long-term vision, supported by analytical processes to make opportunistic decisions and navigate volatile gas prices.
ARSENAL REBRAND RESULTS:
Arsenal deployed the branding program before the deadline
Unified Arsenal under one brand image
Improved user experience
The new story appeals to investor audiences
Identity now communicates a strong, contemporary brand