The Challenge

Professional Practice Capital wanted to change its name to PPC Loan after many years of being known as "PPC" to its customers. As one of the country's few commercial loan originators focused on Allstate insurance agents, veterinarians and dentists, the company had a unique story to share. PPC Loan also had a major announcement to make regarding its launch of the insurance industry's first Allstate Agency Value Index. The index was created as a value-added service for Allstate agents to gauge what other agencies are selling for. As if a rebrand and new product launch weren't enough to conquer, the economy moved into a full-blown recession, leaving PPC Loan's potential audience wary of bank financing organizations.

The BrandExtract Solution

BrandExtract helped PPC Loan by providing a new brand with sound strategic positioning in its three market areas, as well as a rollout strategy for the Allstate Agency Value Index.

BrandExtract then developed a complete marketing package including the new logo, stationery, marketing collateral, ads and tradeshow booth. The program broke from traditional imagery to use illustrations that created a sophisticated and fresh look for the three markets that PPC Loan serves.

A Web site, optimized for search engines, and public relations support by BrandExtract garnered further attention. Finally, a quarterly e-mail program for the Allstate Agency Value Index was launched, and PPC Loan's existing e-mail programs for owners of dental and veterinary practices were rebranded.

Deliverables

To address the changing economy during the rebrand, BrandExtract created messaging to let the Allstate, veterinary and dental markets know that PPC Loan is a remarkably stable company and the banks it works with are open for business and have plenty of money to lend.

The complete rebranding campaign included:

• New logo design and strategy
• Stationery
• Marketing collateral
• Web site and SEO
• Tradeshow booth
• E-mail campaigns
• Public relations

“The scope of our new brand identity is extensive, cutting across all of PPC Loan's communication channels, including customer relations, marketing and advertising. BrandExtract created a new core brand identity and brand expression that captured our roots and showcases the fact that we're one of the leading sources of bank financing for Allstate agents, dentists, and veterinarians in the nation. We've received many positive comments about our new branding program and it's been a very effective investment of our marketing budget. BrandExtract is easy to work with, responsive, highly creative...and delivered insightful guidance about where we should invest marketing dollars to get the best return.”

—Fred de Roode,
Chairman and CEO
PPC Loan