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Rand McNally was going through a transition. Rand McNally found themselves behind the times- people are switching from traditional printed maps to using phones with mapping technology and personal GPS units both in automobiles and as add-ons.
The problem went beyond just the transition of the demographics of the user, it went to the core of the company. Their proprietary mapping technology and information was not being incorporated to external devices and most damaging, the age group below the age of 35 was not aware of the brand at all.
Visual Matter, a Marketing Agency in San Jose, was brought in as a consultant to their existing marketing department. Rand McNally leveraged our specialization in Marketing Strategy and Brand Strategy, specifically in the digital environment, to understand how best to move forward with getting their technology to the market, how to educate the consumer to the brand's value and to assist with the development of internal software aimed at specific demographic appeal.