CASE STUDY

The Carlstar Group

Industry: Tire and wheel manufacturing
Challenge: Competitors chipping away at ITP’s reputation as sales declined.
What we did: Brand standards, architecture assessment, targeted campaign, distributor kits, and recruitment campaign.
Result: 18% growth year over year; the number one ATV/UTV aftermarket tire and wheel provider.

THE STORY

The Carlstar Group/ITP Tires – Headquartered in Franklin, TN, The Carlstar Group has a global footprint with well-recognized consumer brands in both domestic and foreign markets.

brandRUSSO worked with the Carlstar and ITP marketing team to develop brand standards and guidelines for their ITP recreational tire line. This included a brand architecture assessment and an evaluation of the brand’s strategic marketing plan.

Long considered to be the most durable of tires, competitors had begun to chip away at their brand reputation and sales were declining. brandRUSSO created a campaign focused on the needs of ITP’s target audience with updated visuals and more targeted messaging, resulting in 18% growth year over year.

In addition to the brand standards, RUSSO developed ITP’s global distributor ad kits, and marketing materials for distributors and re-sellers. RUSSO also worked with the Carlstar Group to create a worldwide employee recruitment campaign.

Today, ITP stands alone as the number one ATV/UTV provider of aftermarket tires and wheels.

THE WORK