Tosca, a 58-year-old Wisconsin-based logistics company, ships perishables across North America in reusable containers. Seeing an opportunity in an industry poised for growth, a private equity firm acquired Tosca and a related business unit of Georgia Pacific. The combined entity, “the new Tosca,” had aspirations of becoming the dominant national player in this industry.
Tosca engaged Avenue to help their leadership team accelerate the post-merger integration of the two companies and cultures, establish the vision of the new company, and develop a brand and marketing strategy to help them find a pathway to rapid growth.
Three core insights that drove our overarching strategy: customers wanted a supply chain partner vs. a container supplier, none of Tosca’s competitors were fulfilling that need, and Tosca’s people wanted a friendlier, more human brand and clear vision of the future.
To bring the new vision to life, we created a go-to-market strategy to guide Tosca through its transformation with both internal and external audiences, and a comprehensive new brand strategy, value proposition and identity.
To rollout the strategy internally, a series of roadshow events and communication tools—such as Strategy Storybooks and explainer videos—enabled leadership to align the organization and explain to employees how Tosca was changing from being a container provider to a logistics partner, and how the two existing cultures where being united.
To introduce the new Tosca to customers, sales reps were armed with new messaging and tools that communicate the new value proposition, capabilities, and brand promise.
The new Tosca strategy is driving increased employee engagement and organizational alignment, and generating inquiry and interest among customers.
“We’re already seeing more leads and more interest in our work. Customers now understand what we can do for them, and it’s broader than what we’ve done in the past.”
ERIC FRANK, PRESIDENT, TOSCA
Employee engagement research
Photography and guidelines
Brand identity and logo
Brand identity guidelines