Non-Profit Branding

About the Client

The IPC (Independent Purchasing Company) are a non-profit making organisation owned by Subway® Franchisees around the world. The function of the IPC is to provide Subway® Franchisees discounts achieved through buying together. Each region around the world has an IPC delivering financial and service benefits through volume purchasing and supply chain operations.

The IPC mission is helping Subway® Franchisees be more profitable and competitive – today and for the future.

Overview

Brand evolution

Providing clients with brand and visual identity support is not always about change transformation. Companies such as IPC that have been through a brand update need a more tactical approach to rolling out and evolving their brand identity.

For our clients we act as brand guardians, helping to generate and maintain consistency as marketing assets are created. The marketing teams for larger businesses such as IPC often consist of different functions and include internal brand, digital, campaign, events and product or service marketing. Each have a varied need of requirements for design.

Brand promise

Globally the IPCs share knowledge and opportunity for the benefit of all Franchisees world-wide, so the brand promise to Franchisees has to be consistently maintained and reinforced. The brand and visual identity is the perfect vehicle for this and like all continually improving organisations the identity continues to evolve in support.

Regional needs

The mission for IPC around the world is the same but regionally there are many specific challenges. There’s a constant flow of communications internally between the IPC regions and externally to Franchisees and suppliers that require levels of brand application.

Examples of activity:

Internal brand:

• HR onboarding programmes
• Purchasing/procurement team infographics
• Team structure diagrams
• Team kick-off promotions and events
• Employee benefit scheme communications
• PowerPoint decks
• Signage and office branding

Supplier:

• Policies and procedures documentation/whitepapers
• Service level agreements
• Supplier awards including event branding, promotional design, POS display materials, merchandising, web landing pages, event agendas and registration landing pages, PowerPoint decks, graphics and marketing communications assets

Franchisee facing:

• HTML email design
• Company review brochures and report & accounts
• In-store promotions and product branding
• Quality and support materials
• Store product and service updates
• Store product and service updates
• Pricing and equipment updates
• Staff benefit schemes and work procedures
• Staff training documentation
• IPC Franchisee savings and brand performance updates
• Product and programme branding