In Depth Study
Davlin Coatings Inc. was formed in the mid 1980's. It was a sister company of Davlin Paint Co. Davlin Paint Company's primary revenue source was government contracts. Davlin Paint developed products for the Golden Gate Bridge, Space Shuttle as well as for naval vessels and more. Davlin Paint supplied the majority of the California military bases with paint for the barracks and ships. Davlin Coatings was formed to promote a new line of waterproof coatings developed in the mid 1980's. Roughly 90% of revenues came from Davlin Paint Company. Since most of the sales came from Davlin Paint hardly any resources were devoted to Davlin Coatings. In 1997 Bradley and Jameson DeRuiter purchased the assets of Davlin Coatings and filed for a new C corp status under the same name.
Davlin Coatings had 3-4 employees, Bradley functioned as President. Revenues were around $300-400k at the time. Analyzing the situation Bradley determined that a complete rebranding of Davlin Coatings needed to happen. The available product literature looked outdated. Therefore a new Brand Management campaign of Davlin Coatings was initiated. Bradley developed a new logo and began to create an entire new line of literature for all of Davlin's products. Bradley personally did all the graphic design work and created the print ready materials. The logo at the top is the one Bradley developed. The old logo looked like this:
It was the same logo Davlin Paint Company had used. Bradley researched the competitive products to Davlin and noticed that Davlin's products were superior in their quality and performance. Tests had already be run to determine the tensile strength (the resistance of a material to breaking under tension), elongation (how far the coating can stretch before breaking) and it's water resistance. In all three areas Davlin's products exceeded those of its competitors. From this information data sheets were created that compared the test results of Davlin to its main competitors so customers could see that it out performed them (see comparison chart below). Bradley priced the products competitively with his competition since the brand was relatively unknown. Research showed that a lot of large commercial coating jobs called for warranties so Bradley worked with a legal team to develop a warranty program for the coatings. Now the Brand Management stage of Davlin was complete. This setup the potential to establish a solid distribution base for the products.
Within a three year period sales increase 300%. In 1998, during this growth period, Davlin Coatings was purchased by Pervo Paint Company and became a distribution point for their traffic marking products. In 2002, Bradley was hired by Pervo Paint Company to take over as President. In 2010 Davlin Coatings was sold and continues on to this day. See www.davlincoatings.com.
Here are samples of the literature created by Bradley DeRuiter: Click on the image to view larger image.
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On Track Results, business, consulting, increase, sales, business consulting Los Angeles, Southern California, Christian, EBITA, coaching, revenue, efficiency analysis, grow profits, effective business marketing strategy, cost cutting processes, management consulting, team building, leadership, development, integrity, honor, expertise, Organizational, Efficiency, Revenue Optimization, Interim Management, employment, Corporate Vision Reformation, Process and Policy Execution, Operational Efficiency, Business Information Mining, Vendor Negotiations/Management, Cash Flow Maximization, Merger and Acquisition Potential, small business, medium sized business, human resources, Bradley DeRuiter, social media marketing, Brad, mission
On Track Results, business, consulting, increase, sales, business consulting Los Angeles, Southern California, Christian, EBITA, coaching, revenue, efficiency analysis, grow profits, effective business marketing strategy, cost cutting processes, management consulting, team building, leadership, development, integrity, honor, expertise, Organizational, Efficiency, Revenue Optimization, Interim Management, employment, Corporate Vision Reformation, Process and Policy Execution, Operational Efficiency, Business Information Mining, Vendor Negotiations/Management, Cash Flow Maximization, Merger and Acquisition Potential, small business, medium sized business, human resources, Bradley DeRuiter, social media marketing, Brad, mission
Comparison Chart
CASE STUDIES RESULTS
DAVLIN COATINGS INC.
Executive Summary
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Increased sales by nearly fourfold over a 3 year period and improved net income.
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Complete Brand Management overhaul. Crafting new logo and marketing materials for entire product line, responsible for all the graphic design work down to print ready materials.
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Created new warranty program for wall and roof coatings thus establishing a broader distribution base.
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