Challenge

Jayco, a well-established, major manufacturer of recreational vehicles had been struggling with a growing myriad of brand/model lines, resulting in a disjointed positioning strategy. Adding to the problem, Jayco dealers were beginning to see a growing consumer perception that all RV brands were pretty much the same, leaving price as the only differentiation.

• JAYCO | Logo refinement
• JAYCO | Positioning line
• JAYCO | Sales literature
• JAYCO | Consumer website
• JAYCO | Product photography and running footage
• JAYCO | Construction illustrations
• JAYCO | National sales event tabloid
• JAYCO | National sales event TV campaign
• JAYCO | Motorized product micro-site
• JAYCO | Dealer POP
• JAYCO | Product feature logo
• JAYCO | Dealer microsites
• JAYCO | 40th anniversary microsite

Solution

Model line positionings were distilled down to a single brand perception. This provided consumers with a clear, positive brand distinction and gave Jayco dealers a competitive brand position that they could sell against their competition.

The messaging was delivered through an integrated marketing approach, using traditional mediums plus online and interactive mixed with strong dealer support and localized promotions.

Result

After outpacing the industry with record sales growth over the past four years, two of Jayco’s travel trailer and fifth wheel product lines are now market leaders. Today, the company is poised to continue its unprecedented capture of market share well into the future.