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Positioning Strategy - PJF



Team focus groups and one-on-one interviews with a selection of clients revealed that PJF had built a reputation of reliability and professionalism amongst NZ organisations and industries where presentation is paramount – such as the healthcare, retail and hospitality sectors. Traditionally PJF were seen as purely a painting company, however over the years their services had evolved much further to encompass all aspects of building surface maintenance.


Immersion set about positioning PJF as a professional, reliable and trusted one-stop painting and surface maintenance shop. Key target market segments and the service requirements and communication methods most appropriate to each were identified. We also developed a range of targeted brand positioning statements such as “NZ’s most reliable painting and surface maintenance company”, “caretakers of your first impressions” and “saving you the hassle since 1970”.


In our research we discovered PJF work with some of New Zealand's premium brands and that client satisfaction is overwhelmingly positive. We leveraged this feedback through a “real” photoshoot utilising a few 'hero' PJF clients and properties, these shots then accompanied a refreshed logo and the key messaging to form the attractive, eye catching brand creative.


The new-look brand was applied to a multitude of mediums including brochures, signage, business cards, conference stand displays, and fleet vehicles. Prospective and existing customers should also expect to see increased communications from PJF in the near future with a new look website, digital advertising and email marketing tools due to launch by the end of June 2015.


The vibrant conference display branding was well received at the recent FM Summit attracting a number of positive comments, and the PJF team are delighted with the way their positioning messages reflect their commitment to their clients.