Arbor Professional Solutions
How does a 90-year-old credit bureau change its name to comply with today’s regulations and update its market presence to attract new clients, while leveraging decades of goodwill and client equity? That was the challenge for Arbor Professional Solutions, formerly Ann Arbor Credit Bureau. They found the answer with our team at R.J. Conlin.
Doing Our Homework
Through extensive internal and competitive research, we discovered that Arbor needed a complete marketing makeover, including brand development, a name change, an identity package, a website and collateral materials.
It’s All About the Brand
To establish a foundation of the right brand and messaging, we took Arbor’s leadership team through our brand development process. In addition to outside research, in-depth discovery sessions with Arbor executives and staff provided the insights we needed. Unlike most collection agencies, Arbor was positively viewed by clients and debtors alike. This became a core element of the new brand: “A positive approach to debt recovery.”