Despite this, the business was spending a lot of money on
these assets, without a measurable return. Following our
appointment., we put a five year plan in place to bring their
signage portfolio under control. One of the key components
of this strategy was a reduction in signage in the field of
around 50%. We also introduced national signage standards,
bulk procurement, and a strategy to display key brands in
key demographics on the remaining signs.
Since then, CUB has seen a significant improvement in brand
consistency. Annual signage spend has been reduced by
40% and a complete web-based database of all assets in the
field has been created. As a result, signage has become an
increasingly strong marketing asset or CUB, benefiting their
brand and therefore their business.
