A new image for a CO.R.A.L Coop looking to the future
In the beginning, it was just a small group of auto repairers, with many ambitions and unaware of the path it would take. Beyond the skills of each individual, everyone wanted an organizational structure and their own auto parts warehouse that could meet the needs of their business, in a single word: a Consortium.
This desire has old roots dating back over 40 years. It was not a simple whim, nor a will dictated by the market of the time. Enjoying mercantile autonomy, both technical and commercial, was the right way to find high-quality brands and materials perfect for their work. The history of CO.R.A.L Coop (Consorzio Regionale Autoriparatori Livornesi – Livorno Regional Auto Repairers Consortium) begins precisely in this way, with the character and determination typical of Livorno and the strong Labronian spirit.
Year after year, that small group of authentic dreamers saw the entry of new workshops, other associates, struck by a commitment that, however far it came from, looked to the future like no one had ever done before. Today’s numbers testify to the goodness of this path: as many as 75 associates proudly belong to CO.R.A.L Coop.
Such a high number of workshops requires organization, communication, a strategic vision capable of winning customers and attracting new members. “How can we fix our online image?”: with this question, the collaboration between CO.R.A.L and Mentarossa was born. The goal was clear: to carry out a strategic redesign of digital communication aimed at giving personality and coherence to the Consortium as a whole and to each of the individual members.
No planned social media presence, no internal communication activities to keep members informed and united, no media planning activities.
We conceived a content strategy that could enhance the various brands in the catalog, and at the same time remain consistent and faithful to Candida Celiento’s vision. We did this by writing SEO-oriented blog articles and working on the definition of social visuals aimed at creating brand identity.
What, at the beginning of our journey, was a recently conceived e-commerce with enormous growth potential, in the last year has led to a triple-digit increase in sales and an equally exciting number of unique accesses to the site and the e-commerce itself.
We reshaped a consolidated company, creating a visual image that looks ahead without forgetting the past.
