MR Williams

OVERVIEW

More than 30 years ago, MR Williams started as a convenience store supplier with three delivery vans and a territory just 50 miles wide. From those humble beginnings, MR Williams now boasts a massive fleet of trucks and serves more than 1,000 customers throughout the Carolinas and surrounding states. Their unique offering of a comprehensive set of C-Store products and services has enabled them to emerge as one of the top 50 distributors in the country.

They didn’t get here by accident. They stayed true to the philosophy that the company was founded on: make every decision by asking themselves, “what value am I bringing to our customer?” Their territory managers take the time to get to know their customers, their stores and develop a clear understanding of their individual market. Their customers count on them visiting every location every other week, like clockwork.

By asking what can be improved, answering questions and offering suggestions MR Williams has become a trusted partner to convenience stores up and down the east coast.

CHALLENGE

With growth comes growing pains. MR Williams needed a partner that understood their vision for growth and commitment to their customers to guide their rebranding efforts. From business cards, to signage, to website design…they needed a consultancy that could bring their marketing dreams to life.

A family-owned company that has a deep commitment to family values, it was integral that they let customers and prospective clients know that along with that small town work ethic were robust, proprietary technological resources that separated them from their competitors.

SOLUTION

MR Williams needed a refresh. A significant increase in staff and a commitment to tailor-made technology made it easier for their clients to streamline day-to-day operations and improve long term planning was not in the forefront of their marketing material and that needed to change.

In the past, MR Williams parceled out their print and digital pieces. There was no continuity. Like so many successful companies, collateral was developed on as “as needed” basis. By taking a holistic approach to their messaging, we were able to wipe out the inconsistent messaging.

A series of meetings to get a true picture of the company they were vs. the company they want to be resulted in a comprehensive marketing plan designed to highlight the things that make MR Williams stand out from their competition.

By clearly outlining the goals and defining the steps needed to accomplish their goals, MR Williams was able to move ahead with their branding refresh campaign with a unified vision.