Case Study: CUB

Making CUB signage a stronger marketing asset

Carlton & United Beverages (CUB) has around 26,000 customer venues around the country. We were engaged by them in 2000 to manage signage at these sites.

At the time, CUB had no coordinated national management process for signage. Consequently, there were some question marks over what signage they had, where it was located, what brand image it portrayed and what condition it was in.

Despite this, the business was spending a lot of money on these assets, without a measurable return. Following our appointment, we put a five year plan in place to bring their signage portfolio under control. One of the key components of this strategy was a reduction in signage in the field of around 50%.

We also introduced national signage standards, bulk procurement, and a strategy to display key brands in key demographics on the remaining signs.

Since then, CUB has seen a significant improvement in brand consistency. Annual signage spend has been reduced by 40% and a complete web-based database of all assets in the field has been created.

As a result, signage has become an increasingly strong marketing asset for CUB, benefitting their brand and therefore their business.

Their technology and reliability have been fantastic for our business, and we have used their systems to better manage our signage and branding liveries. The savings to our business have been significant and their system enables reporting to confirm the economic benefits of having SignManager as a partner.

Kane Fetterplace, Victorian Sales Manager, Carlton & United Beverages