Marketing Team

Sept. 30, 2010

Draft v2

Re-Branding Plan
FOR QUESTIONS REGARDING THE PREPARATION OF THIS DOCUMENT
PLEASE CONTACT:
Mary Zaleski

Director of Marketing
CONFIDENTIAL MATERIAL UNDER AOC NON-DISCLOSURE

2011 Atlas Oil Re-Branding Plan

Situation Analysis
Atlas Oil Company has a reputation over the past 25 years as a quality service provider with strong customer satisfaction. But,
the world has changed dramatically in the past quarter century and the company must now look ahead to positioning itself for
its next phase of growth.
The Atlas Oil name and positioning as a Fuel Distribution and Supply Management company has served Atlas well in the past
25 years. The current and projected economic and political climate, however, and the trend toward more environmentally
friendly forms of energy, serves as the impetus for this plan to re-brand Atlas. No one can predict what the energy future will
look like, but companies that do not evolve in a compatible way will be left behind.
Atlas has several Blue Ocean opportunities to grow and expand not only its footprint but also its product offerings. In addition
to the companys mainstay of petroleum products, the company plans to increase its focus on renewable forms of energy such
as bio diesel, propane or even compressed natural gas. In addition, the company is now a master distributor for Diesel Exhaust
Fluid which is federally mandated for all new SCR equipped diesel engines.
A brand is a companys most valuable asset. A strong brand commands premium prices because its value is strong in the
minds of its customers. It is also important to note that brands are built from the inside out so the company culture and its
employees are an important component to building the brand.

Objective
The objective of this plan is to position the Atlas brand for future growth given the changing business environment and evolving
business focus. This enhanced brand presence will support the companys objective of growing market share and attaining a
goal of 5 billion gallons by 2015.

Strategy
The process we are following to develop our strategy is outlined in the graphic above. You cannot develop a brand strategy
absent a business strategy. From the business strategy we develop our positioning statement and value proposition.
Our overall strategy is to further elevate the Atlas name by removing Oil Company from the title. This will enable the
company to move beyond its traditional petroleum roots and into a more sustainable business model for the future. Maintaining
the strong Atlas name and distinctive orange color will create important foundational links to the past while opening up new
avenues of possibility. In addition, modernizing the oil derrick symbol will give our logo a more updated appearance.
This re-branding effort will be visible in everything the company does, both internally and externally. It can also serve as a
springboard for the companys expansion into new markets and perhaps new lines of business. The new Atlas brand will create
excitement about working for Atlas and will therefore serve to strengthen our employment brand.
The re-branding effort will be comprehensive from a collateral standpoint, involving changing our logo on all printed materials,
business cards and stationery. Re-branding our trucks will be a costly endeavor, but can be done over an extended period of
time if necessary. Importantly, though, the re-branding will involve new ways of looking at ourselves as a business, as team

members and as team leaders. It is critical that team members be involved and aligned with the new brand and its
development.

Brand Positioning Statement/Value Proposition

Atlas is a leader in renewable energy services with more than 25 years of experience. We are an outstanding corporate citizen
committed to 100 percent customer satisfaction and to Delivering the Future of Energy.
Proof Points:

Delivering the Future of Energy by offering environmental friendly fuels like Ethanol and Bio-Diesel and perhaps propane
or potentially compressed natural gas in the future
Delivering the Future of Energy by providing jobs and community development
Delivering the Future of Energy by directing philanthropic efforts to support our future (ie. children through education,
family activities, school programs, etc. as well as support of U.S. troops who protect our future as a country.)

Re-Branding Elements
Logo redesign, stationery, business cards invoices, etc.
Re-brand trucks
Signage for all locations
Web site and Intranet re-branding
Advertising in key markets (Detroit, Chicago and Houston) and trades
Employee & media brand event
Customer research brand evaluation pre and post
PR Elements

Print stories
Broadcast stories
Trade Articles
Social media- Facebook, LinkedIn

Proposed Budget
Element
Logo redesign
Re-brand trucks
Signage for locations
Web site & Intranet re-branding
Advertising in key markets
Employee & media launch event
Customer research/evaluation
Other
Totals:

Cost
$
0
$250,000
$
$ 10,000
$ 50,000
$ 20,000
TBD
$330,000

Notes
Several designs presented to Sam
Estimate for all trucks ($2,500 each)

Detroit, Chicago and Houston

TBD
Pre and Post brand launch