That was the challenge facing Burkhart Advertising Inc. The family-owned, Indiana-based business specialises in out-of-home advertising and signage services and has just passed its 50th birthday, having opened its doors in 1964.
The company is split into two distinct divisions. Firstly, there’s its on-premise sign division that creates, fabricates and installs signage as per customer needs. Secondly, there’s the media division which covers the business’s billboard interests.
Ultimately, the latter entity is broken down into sales and marketing, operations and legislative affairs. Much of the company’s customer base comes from regional customers – those that are based in and around the cities of South Bend and Fort Wayne.
Alongside the regional interest, Burkhart also deals with larger national and international organisations who typically engage with the company through their respective agencies.
Ultimately, the demographic overlay of Burkhart’s target market means there is a huge amount of competition. Put simply, the media dollar is highly sought-after.
Consequently, in order to take on its rivals and ensure that the business constantly develops, an assessment of its strategy was needed.