Toll Consumer Delivery

The logistics giant with a new offer.

In 2012, Toll launched a new Consumer Delivery offer. In order to sell this offer – first to businesses, and then eventually to consumers – Toll needed not only sales materials, but a clear understanding of the offer. The work that Blueboat did for Toll Consumer Delivery was then replicated for each business unit in the Australian Toll Group.

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The brief

The challenge in working with the Toll brand was its simplicity – when the company transitioned from a disparate set of brands to one Toll master brand it adopted one logo, one brand colour with limited supporting graphics or secondary colours.
Likewise, the business units did not have a clear understanding of how their business unit had its own value within the Toll offer, and as a result there was a lack of confidence when speaking about the offer.

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The approach

We undertook a research-driven approach in developing ideal processes, messaging and tone for each business unit. Once we had created a BVP for the Consumer Delivery offer, each of the business units saw a value in going through the process for themselves. This resulted in five BVPs – for Toll Consumer Delivery, Toll Fast, Toll Priority, Toll IPEC and Toll People.

The outcome

All five business units now have consistent and distinct messaging; with this comes a better understanding of their own business, and how it fits into the wider Toll landscape. Promotional / customer facing collateral now supports the offer, providing sales teams with materials they are proud of.

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