PROJECT
Making Tracks Customer Magazine

CHALLENGE/OPPORTUNITY
RSC Equipment Rental® is a leading provider of rental services for the construction, industrial, manufacturing, petrochemical and government sectors in the United States and Canada. RSC distinguishes itself by providing a value-added rental experience through its well-maintained fleet, customer support resources and a 24/7 employee-staffed Customer Care Center. Through a network of 460 company-owned and operated branch locations, RSC utilizes a customer-focused business model based on a culture of local support and dedication to safety. With a majority of its customers physically located at manufacturing facilities or on jobsites all day, delivering information and education to them in today's digital age is a challenge.

RSC's marketing leadership determined that a custom publication would be the most effective tool to engage its diverse and hard-to-reach audiences. Canyon helped RSC develop and successfully introduce a quarterly customer magazine to inform and educate readers while demonstrating the benefits of renting and partnering with RSC. The goal was to increase RSC brand awareness and drive profitable growth among current and prospective customers.

APPROACH
Canyon has extensive experience with customer-focused B2B communications. The agency knew that for the magazine to effectively engage RSC's audiences, it would need to communicate relevant editorial content to provide customers the information they want, while very subtly promoting RSC's products and services.

Following a thorough planning and development process, Canyon recommended the publication name Making Tracks to illustrate the idea that RSC's customers make their impact by moving forward to build, enhance and modify the world around us.

Canyon worked with RSC to develop editorial content that included utilizing real-life, relevant content to educate readers by providing information on new products and services, customer success stories and relevant industry trends. The design for Making Tracks made use of bold typography and large, colorful photo spreads to put the quality of the publication on par with the most well-regarded industry publications.

To offset the cost of the magazine, Canyon recommended featuring co-op funded ads from RSC's equipment and supply vendors. Canyon also worked with RSC and other industry resources to create a distribution list to all RSC customer groups. Finally, the agency suggested that RSC extend the reach of the printed magazine by developing an online version of the newsletter, as well as promoting the magazine through e-Blasts.

MEASUREMENT
In a short time, Making Tracks has led to greater awareness for RSC and recognition of the company as a knowledgeable, innovative equipment rental provider that cares about its customers. The magazine has opened up a direct line of communication with customers by giving them many ways to communicate topics of interest, and allowing them to share ideas and successes with industry colleagues.