October 31, 2014

Corporate sign installations should focus on the client’s visibility goals

I’ve worked on a lot of corporate sign installations over the years. Since Implementix acts as a general contractor for nationwide rebranding projects, we’ve interviewed hundreds of sign companies around the country to work with us on projects. We look for vendors willing to incorporate our client’s goals for corporate sign installations into their proposed solutions.

I’m still surprised by the number of sign companies that focus on their own desires rather than the customer’s goals. Let me give you a recent example. The chairman of a bank wanted to make a big splash over the acquisition of branch locations from another banking entity. For one corner location, that meant using signs to improve the branch’s visibility from an intersection about 100 feet away. The two streets were heavily travelled and the chairman wanted to capitalize on those numbers to enhance his signage visibility.

corporate sign installatiions

We knew what the local sign codes were for corporate sign installations at each location. Since we had to comply with the sign code limitations, we recommended (and the chairman agreed) to eliminate a barely visible sign and replace it with two channel letter signs – one facing each street -so people could easily see the bank’s brand from all directions. Sounds logical, right?

Once decisions were made about each location, we created a scope of work document to get bids and make hiring decisions. As we interviewed vendors to handle corporate sign installations, several candidates tried to change the scope of the project to what was easiest for them. (Don’t worry. I won’t go into the technical details but meeting the timeline was problematic for them) These sign companies also tried to spin stories about how the sign code approval process would delay the corporate sign installations because of the additional sign, causing the bank to miss its regulatory rebranding deadline.

Had corporate sign installations been left to branch managers unfamiliar with the rebranding process, they might have simply duplicated what was done in the past. However, because the chairman centralized decision-making and outsourced project management to us, we picked vendors that offered solutions to help the client meet its goals. This allowed branch managers to stay focused on customers during the rebranding, not signs.

In the end, we saved the bank thousands of dollars on corporate sign installations by overseeing all aspects of the project. The bank acquisition closed on a Friday afternoon, and bank managers were thrilled to see the new signs in place when they arrived at their branches on Monday morning. I shared the chairman’s “thank you” voicemail message with my entire team, since they were the ones that “got it done.”

Contact us today to see how we can take the hassle out of your corporate sign installations.