Background

CANPAR Transport Ltd., of Mississauga, ON, is Canada's parcel delivery specialist delivering nearly 100,000 packages daily in the competitive package delivery business.

traffic had been the Agency of Record for CANPAR’s communication needs, working with CANPAR from 1995 producing yearly Rate Guides. In 1999, CANPAR turned to Traffic to design its national advertising strategy and re-design the company’s entire corporate identity.

Design Goal and Objectives

To re-brand CANPAR’s graphic identity with the following specific objectives:

Existing Customers

• Increase loyalty to CANPAR by increasing frequency of contact and improving current points of contact; and,
• Educate and reassure customers that CANPAR offers excellent competitive performance on the things that matter most to them.

Prospective Customers

• For companies considering switching couriers — get CANPAR on the short list.

Challenges

In the research conducted, traffic learned of those prospects that would consider switching couriers, only 5% would consider moving to CANPAR. Based on this research, we did not believe that CANPAR was being consciously rejected by shippers — they just were not being consciously considered. Shippers were just not aware of CANPAR's relevance to their need.

Solution

traffic designed an awareness campaign for CANPAR that focussed on one of the Company’s key strengths — it’s people. The tag line, “The Package People” was created. The visual metaphor of the polaroid photo was chosen to convey the people concept.

A photo database of over 50 actual CANPAR employees was created to highlight the excellence and strength of all of CANPAR’s people. An eight page insert, a service guide, and a series of sales sheets were designed.

Results

CANPAR achieved awareness and significant gains in their marketplace and traffic Design continued as their Agency of Record until CANPAR was sold to TransForce in 2002.