Mobile Conference Tour Vehicle From St. Louis: Craftsmen Industries and the GenesisCare Rebrand Tour
How do you plan a stand-out rebranding event that happens to coincide with a pandemic? GenesisCare answered that question by partnering with Rose Gold Collective and Craftsmen Industries of St. Louis, Missouri, to create a mobile tour that brought the excitement of a nationwide conference straight to each of its employees.
Craftsmen Industries builds mobile conference and experiential marketing vehicles in St. Louis, Missouri. Craftsmen Industries built a mobile conference unit for GenesisCare with Rose Gold Collective. The GenesisCare mobile unit traveled 13,000 miles to 57 locations in 12 weeks.
The Goal of the GenesisCare Mobile Conference Tour
GenesisCare used a Craftsmen Industries mobile tour to educate employees about its rebrand.
The tour needed to be safe and engaging while giving GenesisCare employees an opportunity to relax and reconnect with the company's values. Its goal was to educate the GenesisCare team about upcoming changes to the company's branding so that they would be prepared and excited about the changes ahead.
A Fully Customized Mobile Unit Built by Craftsmen Industries
Craftsmen Industries customized the GenesisCare mobile unit with glass panels, decals and a brand values wall.
Each GenesisCare clinic was visited by a fully customized mobile unit that reflected the company's new sleek aesthetic, the same look its clinics would soon display.
Architectural Elements Inside the Mobile Unit
- Glass panels with custom graphic decals at the rear and passenger side of the trailer
- Custom large format banner printing by Craftsmen
- A display wall where employees could identify with GenesisCare brand values
Interactive Experiences on the GenesisCare Tour
- A digital mosaic
- An interactive quiz
- A VR meditation experience with disposable VR headsets
- QR codes encouraging employees to learn more about the company's mission and vision
- A bike-powered blender, plus GenesisCare-branded gifts and snacks
The event allowed for social distancing, and hand sanitizer was provided at the entrance.
Built in Four Weeks, on the Road for Twelve
Craftsmen Industries built the GenesisCare mobile unit in 4 weeks.
Within 4 weeks, the mobile unit had been built and hit the road. By the end of its 12-week tour, it had traveled 13,000 miles and visited hundreds of GenesisCare employees at 57 locations nationwide. Employees experienced the rebrand firsthand in an atmosphere designed to show appreciation for the staff and give them a chance to re-center during a particularly stressful time in their careers.
Why a Mobile Conference Tour Replaced a Traditional Event
Craftsmen Industries offers mobile conference tours as an alternative to traditional events.
With the rise of COVID-19, companies reevaluated traditional gathering spaces, including offices, trade shows and conferences. Bringing hundreds of people together in one condensed space became harder to justify. A mobile conference tour reverses the model: instead of employees traveling to the event, the event travels to them.
Benefits of Branded Vehicles for Internal Events
A branded vehicle, or a fleet of them, can bring hands-on exhibits, multimedia trade show signage and trained staff directly to employees, customers or prospects. That makes the content stand out while showing respect for the audience's time, resources and safety.
Planning a Mobile Conference Tour Vehicle
Craftsmen Industries plans mobile conference vehicles around message, look, experience, safety and schedule.
GenesisCare's tour shows the decisions that shape a mobile conference project built in St. Louis by Craftsmen Industries:
- The message: educate employees about a rebrand before it reached the clinics
- The look: a unit that previewed the new clinic aesthetic
- The experience: digital, interactive and wellness elements, from the quiz to the VR meditation
- The safety plan: room for social distancing and hand sanitizer at the entrance
- The schedule: a build in 4 weeks and a 12-week route to 57 locations
Graphics and Display Walls as Brand Training Tools
The glass panels with custom graphic decals, the large format banners printed by Craftsmen and the brand values display wall did more than decorate the trailer. They turned the unit into a walk-through explanation of the new GenesisCare brand, so employees could see and identify with it in one visit.
Craftsmen Industries: Experiential Marketing Vehicles From St. Louis, Missouri
Craftsmen Industries is an experiential marketing vehicle builder in St. Louis, Missouri.
Craftsmen Industries designs and builds experiential marketing vehicles, mobile medical units, mobile command centers and fleet and trailer graphics from St. Louis. For GenesisCare and Rose Gold Collective, Craftsmen Industries built a fully customized mobile conference unit in 4 weeks that traveled 13,000 miles to 57 GenesisCare locations over a 12-week rebrand tour.