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Rebranding after 100 years

Posted by Axia Public Relations

SUPERIOR GROUP OF COMPANIES                                                                                                                                                                                                   


Superior Group of Companies hired Axia to help with its 100-year-old company’s rebranding. Axia utilized news and social media to raise awareness of SGC's name change and rebranding. Axia earned 101 news placements, reaching more than 36 million impressions and 700,00 social media impressions.


The business challenge

At nearly 100 years old, Superior Uniform Group (NASDAQ: SGC) – a $267 million publicly traded company – served as a top uniform provider for American workers for generations. After 10 acquisitions, the company now offers call center operations, business process outsourcing, and branded merchandise. With more than just uniforms, the company needed a name that better represented its diverse offerings, thus Superior Group of Companies (SGC). How would the company spread the word of the name change?


The solution

Axia’s key message, “A third-generation, 100-year-old company rebranding to stay fresh in a modern marketplace,” hit a homerun for earned media coverage.


Axia’s team reviewed SGC’s website copy prior to rebranding and made more than 300 suggestions. It created a Facebook company page and a new LinkedIn company page, both of which remained unpublished until the rebranding announcement. Axia coordinated directly with SGC’s CMO and investor relations agency to ensure all messaging was consistent with the rebranding prior to the announcement. Axia’s feature writer interviewed the company’s third-generation CEO and provided a professional feature bio to use in media relations efforts.


The results

  • 260 media pitches
  • 101 earned media coverage articles
  • 36.4 million potential media impressions
  • 36+ social media shares of online news articles
  • 40 social media posts
  • 733,500+ social media impressions

Axia successfully assisted Superior Group of Companies in sharing its new brand presence with its customer base and the public through earned media and shared opportunities.


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Topics: public companies, large companies, B2B

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