• About
• Process
• History
• Awards
• Staff
• Case Studies

Joy Mining Machinery

Scope of Services:
Joy Mining Machinery is an international corporation with a long history as one of the premiere manufacturers of underground mining equipment and providers of extensive aftermarket services. Corporation executives turned to A to Z Communications to develop a layered strategy that would increase awareness of their products and distinctive services and reinforce their global brand.

With 90 years of experience as a leader in the development, manufacture, distribution and service of underground mining machinery for the extraction of coal and other bedded materials, Joy has worked to build a reputation for reliability and ingenuity. Headquartered in Warrendale, Pennsylvania, Joy has more than 40 offices, manufacturing and service centers in eight countries, and approximately 4,500 employees support customers on a worldwide basis.

A to Z was selected by Joy as agency of record. Following our examination of the company, its brand history, loyalty drivers and competitive assessments, we began to transition the corporation’s brand and all printed materials through a phased-in approach. Informed by facts from our qualitative discovery work, we provided a brand transition plan, a product line acquisition branding plan and a comprehensive plan for the brand. While staying true to Joy global brand standards, we were able to develop broad yet flexible themes that could function as umbrellas for specific product lines.

Prior to A to Z’s involvement, Joy’s international offices had produced their own marketing and advertising. Efforts by A to Z to understand consumer segments in Joy’s numerous, worldwide geographic markets allowed us to produce effective advertising that engaged not only the buying market, but the sales and marketing force of Joy’s five international centers. Our ability to portray products and services in strong visual form and produce collateral that is easily translated reassured Joy’s international sales force.

Results:
Joy Mining Machinery’s identity as the leading global supplier of underground mining systems and extensive aftermarket services was rapidly reinforced. For the first time ever, the international centers utilized the same campaign and agency as the North American market team, causing an immediate positive impact to Joy’s global brand awareness. Favorable feedback from executives in the corporation’s major world centers confirmed their confidence in the collateral and, later, their excitement in resulting sales boosts.

Since 2005, A to Z has continued to direct the enhancements and execution of advertising for Joy’s global headquarters in the U.S. and for its major centers in Australia, China, Russia, South Africa and the United Kingdom, including overseeing translation services and implementing country-appropriate imaging.