KODA’s unique approach took us down a road that resulted in us uncovering and showcasing the passion and excellence that already existed but was not being communicated correctly. To say that I am pleased with KODA would be a gross understatement.
After 13 years of steady growth under the leadership of founder and CEO Bob Ellis, AvAir was at a crossroads: Should they continue to grow at their current steady pace or take on even bigger goals to increase their leadership role in the aviation aftermarket?
The answer came early in 2014 when Ellis announced his decision to promote Mike Bianco to President, while Ellis would continue to serve as AvAir’s CEO. Bianco, who had joined the company in 2000 to be the “right hand” of Ellis, had quickly risen to Director of Sales and was promoted again in 2010 to Vice President. He knew every part of the business. And he knew the time for AvAir to make an all-out push was now.
As a privately owned company with deep resources, AvAir has the buying power of a corporate giant with the “make-it-happen” philosophy of a smaller, nimble company. Its 1600 clients in 60 countries depend on AvAir for a wide spectrum of services—from delivering the right part at the best price to developing an innovative strategy to fleet management, such as buying a client’s fleet and leasing it back to them.
With so many clients looking for diverse products and services, knowing how to get the right message across to engage a potential customer is no easy task. In an industry inundated by best-price messaging, KODA championed a new marketing directive to set AvAir apart: Primary messaging would tout their strategic, custom-fit solutions for the aviation aftermarket while the secondary messaging would focus on their best-in-industry pricing on over 5 million in-stock parts.
Once the new marketing strategy was in place, KODA developed the assets and messaging to create a bold new brand experience for AvAir—from a new logo, photography, web site, trade show booths and marketing campaigns right down to the tiniest of details, such as scripting a new on-hold phone message.
In addition to revamping AvAir’s brand, KODA looked for opportunities that offered AvAir greater exposure in the worldwide market, including sponsorships in industry shows outside of the U.S. and ad campaigns in international industry magazines. Not only did this higher profile bring them face-to-face with key players on a worldwide stage, it raised the bar for AvAir on their home turf as well. For the first time in the company’s history, AvAir landed on Inc.’s prestigious list as one of America’s top 5000 fastest-growing privately held companies.
Yet evidence of their success is rising even faster on a six-acre campus in Chandler, AZ near the Phoenix Sky Harbor International Airport. When completed in early 2015, AvAir’s new flagship headquarters will sprawl for three football fields. At 180,000 square feet, it is triple the size of their current facility.
And yes, KODA had a hand in this project as well—from the configuration of the facility down to naming the rooms and common areas in honor of some of the greatest leaders in aviation. It’s all part of the total brand experience designed to advance AvAir’s leadership role worldwide in the aviation aftermarket.