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Rebranding after 100 years

Posted by Axia Public Relations

Superior Group of Companies


Superior Group of Companies needed help with its 100-year-old company’s rebranding. This campaign utilized the news and social media to raise awareness of Superior Group of Companies’ name change and rebranding. As a result, the campaign earned 101 news placements with more than 36 million impressions and 700,00 social media impressions.


The business challenge

At nearly 100 years old, Superior Uniform Group – 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, the name Superior Group of Companies (SGC) was created, and they needed to spread the word about its name change.


The solution

This campaign reviewed SGC’s original website copy and made suggestions, created a Facebook and LinkedIn company page, and coordinated directly with SGC’s CMO and investor relations agency to ensure all messaging was consistent with the rebranding. The campaign created a key message: “A third-generation, 100-year-old company rebranding to stay fresh in a modern marketplace.” They also interviewed the company’s third-generation CEO and wrote a professional feature bio for media relations efforts.


The results

Through this campaign, Superior Group of Companies successfully shared its new brand presence with its customer base. The campaign:

  • Successfully helped with the company’s rebranding and spread the word about the name change
  • Generated 260 media pitches and 101 earned media coverage articles, creating 36.4 million potential media impressions
  • Created 40 social media posts and more than 36 social media shares of online news articles, totaling over 733,500 social media impressions

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Topics: public companies, large companies, B2B

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