RETHINKING THE RIDE
Marketing + Branding + Advertising
Star is a manufacturer of low-speed vehicles, including golf carts. They have a wide range of products for personal and commercial use. The majority of their product line follows a strict set of guidelines by NHSTA (National Highway Traffic Safety Administration) to ensure they are safe and street-legal. The vehicles are sold through a dealer network worldwide.
- CLIENTStar Electric Vehicles
- PRODUCTPersonal and Commercial Electric Golf Carts
- WEBSITEhttp://starev.com
After working on a tire branding project with STAR, I thoroughly enjoyed the passion and commitment of the senior management team and accepted a position as the company's Marketing Director. With almost zero marketing in place, we built a variety of systems to get them heading in the right direction in several areas.
B2B
Star DealersStar does not sell vehicles directly to consumers. Star sells to a dealer network. The dealers need to be informed and educated on various PTV and product topics.
B2C
Star ConsumersConsumers drive the demand into dealerships, so we revamped the website and launched a modest social media campaign to provide answers and information to end users.
B2I
Star StakeholdersInternal communication can often be underutilized as well as overlooked. To successfully achieve alignment and consistency with all employees and stakeholders, we made this a priority.
At the end of the day this is a luxury product and our marketing to the consumer need to communicate that.
– Steve Christian | Vice President of Sales
A buddy of mine that races RC cars called and said “Hey – I think I am going to start importing these awesome little motors from Italy. Could you design some better graphics for the cooling head and maybe a box?” I was hooked.
Designing the graphics for these engines has been truly exciting and challenging. The engines are meticulously matched, polished and fitted to very very tight tolerances. I try my best to match their passion with my work. After designing a couple engines Marco and Mario began to contact me directly asking if I could do this or do that. Hey can you do a race flyer for us? Hey could you put that thing you did on a t-shirt?
As time has progressed we have evolved into getting together once or twice a year at the national championship races and have a marketing plan discussion face to face. No PowerPoint, just some occasional sketching on the back of a shop towel and lots of debate.
