Project

CCS Corporation, a mid-sized North American Oil Services company built over a decade from the acquisition of 12 related service companies, came together to form Tervita in early 2012; in an effort to be seen as a powerhouse provider of environmental and energy services.​

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While a shared services and corporate core had been established; both operationally and in terms of mind-set the 12 companies still executed to a large degree within their own silos. Trying to bring 12 companies together, each with it’s own unique operating procedures and cultures was a major challenge, especially as facilities and staff were spread out across North America.

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The master brand strategy was reflective of the goal to make the whole more valuable than the sum of it’s parts, and better serve customers and leverage opportunity synergies. Extensive research into competitive positioning and brand finance evaluation set the stage for a solid brand program and visual identity development. 

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Result

As the Manager of Brand, responsibility concentrated on consolidating silos of information and tapping many sources and individuals to formTeam Chrysalis; a coordinated and comprehensive brand roll-out and implementation strategy team. Involving employees and external agencies, extensive work was done conducting audits of processes and assets to quantify a brand valuation model, and help build a rebranding business case to effectively manage costs across channels.

 

For assets (signage, fleet, PPE, and equipment), procurement activities included new vendor identification and vetting, RFP bid package preparation assessment and submission analysis, pricing negotiations, and vendor management and conflict resolution all done in consultation with procurement, facilities, safety and operational management teams across North America.

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Extensive brand guidelines were established for all assets, as well as for all communications channels including internal (corporate stationary, promotional wear, print and digital templates, intranet and magazine) and external outreach (advertising, website, sales collateral). New internal processes and templates for AP, AR, Legal, IT, Procurement, HR, Health & Safety and all other shared services functions were developed and aligned to the new brand.

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External partnerships and sponsorships were solidified to help advance the Tervita brand. Of greatest impact was the Calgary Stampede sponsorship which included the new "Tervita Superboard" as well as sponsorship of Kelly Sutherland's chuckwagon canvas.

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Despite mid-program imposed budget constraints, the launch of Tervita on March 12, 2012 achieved the desired “big bang” impact for the brand both with staff and stakeholders. Delivered across all operations on time, and under budget, the rebranding process was well received by internal audiences and helped to launch the new Tervita-driven culture in a collaborative, one-team approach way.