RBH Rochdale Boroughwide Housing
Rochdale Boroughwide Housing (RBH) is the UK’s first tenant and employee co-owned mutual housing society, with over 13,500 homes throughout the local area.
RBH provide better places for their members, tenants and employees to live and work.
Following a re-brand of the RBH logo and identity, RBH wanted to re-brand the 200 vehicles in the fleet as a priority. Jonathan Mamczynski RBH’s Marketing and Communications Officer explained:
“It was an absolute necessity to re-brand our fleet as quickly as possible following the launch of our new identity because our vehicles are our ‘moving billboards’, out and about in our neighbourhoods and, therefore, one of the most visible signs of our identity to our customers”
Why re-brand? After extensive research RBH decided that a re-brand was required. They decided to keep the RBH name as it was well recognised, however they felt that their visual identity needed to match the society’s values.
By involving all stakeholders, RBH created a new logo and visual identity which better reflects their mutual values; ‘People succeeding together’.
RBH used the vehicle livery as an essential Marketing “asset” rather than a Transport “cost”
“We have a rather large fleet (around 200 vehicles) which means we have a visible presence across the borough. We’re really keen to raise the profile of RBH; the opportunity to maximise this free media space on our vans – was a great way to get our message across to current and potential customers.
It was a no-brainer – we know that our vehicles spend considerable amounts of time parked within our communities; but we also benefit from the ambient marketing to potential customers when they are on the road”.
Rather than just applying the new logo on the fleet, RBH used the re-branding of the fleet as a golden opportunity to communicate important key messages to their clients, with each service having a different message alongside the new logo.
With 13 different designs and 8 different vehicle types in the fleet it was vitally important that the production systems and installation procedures were 100% accurate.
PVL created individually labelled and packaged vinyl kits for each of the 200 vehicles and a detailed fitting schedule to minimise downtime for the working vans.
Each of the vans had to have the old livery removed, glue residue removed and the new livery applied, all within the allocated one hour fitting slot.
PVL used premium grade 3M IJ180 plus matching laminate to print the livery, which RBH were “very impressed with the printing and full colour, laser cut vinyl options from PVL and the finish is superb”
From PVL’s point of view it went very well, the RBH drivers turned up on time with clean vans, as requested. Most vehicles were completed by the PVL installation team in less than 40 minutes
From RBH’s perspective:
“Given the size of the fleet, and the fact that we couldn’t suspend our 24-hour repairs service, the logistics went very smoothly. PVL provided the diary of available slots in advance and we booked our vehicles in accordingly – PVL even worked around some insurance work we had scheduled at the same time.”
The RBH fleet was successfully re-branded on time, with high quality printed graphics communicating a range of important messages all day every day.
Jonathan Mamczynski – RBH Marketing and Communications Officer said:-
“PVL demonstrated a flawless commitment to helping us with our new identity, were meticulous in their attention to detail, and have provided outstanding customer care. They showed patience, when needed, and proved highly flexible.
There has been absolutely no problem with the product post fit.
We would definitely be happy to work with PVL again”.
