Simmons Wrecker Service - Case Study/Multi-Media Strategy

OVERVIEW

Simmons Wrecker Service was established in 1946 when five brothers, returning home from serving in World War II, decided to start an auto frame shop in Meridian, Mississippi. Years later, the twin brothers, Roger and Ray Simmons, expanded the business to a paint, frame, and body shop and later expanded even more to provide wrecker services with their homemade wreckers. Today, the business is run by Ricky Simmons, the son of Roger, along with his son, Dusty. This third-generation company is currently the largest towing and recovery company in East Mississippi and West Alabama.

Simmons Wrecker Service is more than just a towing and recovery company. The company also offers services such as heavy-duty equipment hauling, lock-out services, jump starts, fuel delivery, and roadside maintenance. Simmons Wrecker Service is the only towing and recovery service in the area that has a six-bay full body repair shop that can repair, paint, frame, and totally rebuild any truck body for its customers.

Simmons Wrecker Service was built behind the core values of integrity, professionalism, and accountability. The company’s goal is to maintain the highest level of ethical standards while providing its customers with the highest quality of professional service. Every challenge is seen as an opportunity to show off their state-of-the-art equipment and ingenuity. They are confident that there is no problem in the industry they cannot solve.

BRAND PERSONALITY AND BRAND VOICE

Simmons Wrecker Service is your typical southern gentleman who befriends everyone, is down-to-earth, hardworking, reliable, honest, and approachable. He is often seen serving in his community and church. He surrounds himself with highly skilled, professional, and courteous individuals who are ready to meet needs and exceed expectations. He is not impersonal, deceptive, or arrogant. He is humble and knows that his success relies heavily upon his relationship with others. His voice is friendly, humorous, and light-hearted, but his voice becomes more serious and somber when he is in a dangerous or solemn situation.

PROBLEMS

Weak and inconsistent visual branding identity

    • Company is not consistent when using their logos, colors, or fonts on their wreckers, other trucks, equipment, or apparel.

Outdated website

    • Information about services offered as well as pictures are not kept up-to-date.

Not utilizing social media platforms effectively

    • Company does not advertise day to day operations as much as needed to increase awareness.

​SOLUTIONS

Weak and inconsistent visual branding identity

    • Improve visual identity by creating an improved logo that differentiates itself from competitors and is easily recognizable.
    • Ensure visual identity is consistent across all media.

Outdated website

    • Update current website with improved logo.
    • Ensure website’s data is accurate and remove data that is no longer needed.
    • Ensure pictures and services offered are up-to-date.

Not utilizing social media platforms effectively

    • Aim to create two social media posts per week highlighting services provided by the company.
    • Create a sponsored ad on social media with a link to the company’s website.

OUTCOMES

By adding a tagline to the logo that says, “Est.  1946”, the company’s brand identity is enhanced and leaves the impression that this is a trusted company that has been around for a long time. Also, by consistently using the logo on all forms of traditional and digital media, it is expected that brand recognition will increase and the company’s customer base will also increase in the next year.

By updating the company’s website with improved logo, accurate information, and more current pictures kept up-to-date every six months, it is expected that website traffic will increase by 10% over the next year.

By creating more social media content highlighting specific services provided by the company, as well as creating a sponsored ad with a link to the company’s website, it is expected that followers will increase on all platforms and that content will be shared with friends.

CONCLUSION

Simmons Wrecker Service has been a family owned and operated business since 1946. Although they are a well-established company and known for their light and heavy-duty towing and recovery services, they offer other services as well. Specifically unique to Simmons Wrecker Service is its full body repair shop. By improving the company’s visual brand identity, updating their website, and utilizing their social media platforms more effectively, they have the potential to not only expand their customer base, but be recognized as a respected and experienced company.