First Capital Leasing

Core Branding

Challenge

First Capital Leasing, billed as a financing specialist, is one of Western Canada’s leading equipment finance brokers. The company has been in operation for 17 years.

First Capital Leasing’s business has continued to grow during the recent economic downturn, initiating the company to look for better ways to communicate with its leasing partners and end-users. FCL wanted a brand that could help the organization compete with bigger financing companies, so they enlisted William Joseph's marketing services to find a solution.

William Joseph Thinking

To tackle the challenges from short-term and long-term perspectives, William Joseph identified the need to develop a strategic marketing plan. The plan was intended to support and complement the business goals, marketing objectives, products and customers, marketing initiatives (past, present and future), brand treatments, key messaging and ownership of the brand name.

Results

Through our research and insight gathering, we identified FCL as “Creative Solution Finders.“ With an impressive 95 percent approval rate on applications, we knew that FCL’s strong suits were listening and understanding their clients' objectives and then developing tailored leasing solutions.

From a new logo and revised messaging to a robust website and self-promotional direct mailer, William Joseph helped FCL create a brand that was not only consistent and effective but also fresh and unique. We also helped ensure that FCL followed its new marketing strategy and met overall objectives.