Challenge
Signature Flight Support is the largest network of FBOs in the world. It has decades of experience in developing, operating and maintaining first-class facilities and providing unequaled services at the world’s leading commercial and general-aviation airports. Our task was to reposition the company in the marketplace and more effectively communicate the core values and benefits of the Signature brand.

Insight
Signature is the undisputed biggest-and-best FBO in the world – and prices its services accordingly. This commitment to excellence was sometimes viewed as price – an untrue perception that Signature wanted to address.

Solution
Signature needed to embrace its role and reputation. It was the leader, and it needed look and sound like one in its marketing communications. We developed a position based on the “value of leadership” and the benefits that customers realize as a result: consistency, quality, security, safety, reliability and confidence. Customers can be assured they are getting world-class services, performed under the most stringent standards.

In phase one of our rebranding efforts, Greteman Group developed an ad campaign for the major trade publications that focused on the qualities of being the leader. A typical headline: “Wherever you fly, excellence has the same Signature.” The tone of the advertising, coupled with eye-popping designs, work together to communicate leadership.

In phase two, we expanded on the theme, showing the specific customer benefits that can only be delivered by the leader, including worldwide reach and the most stringent standards of safety, security and service. A high-profile tradeshow booth unveiled at the 2008 NBAA convention, further underscored this value-of-leadership message by emphasizing Signature’s relationship with powerhouse-parent-company BBA Aviation.

Recent marketing efforts include an an even friendlier, more accommodating brand voice. Initiatives include an iPhone/iPad app, the Signature Status customer rewards program (Touch Down. Move Up.), a new conversion-focused website, social media engagement and customer communications (print and digital).

Results
Feedback from Signature customers and employees tell us we’re sending the right message. For the first time in company history, Signature is presenting a consistent and integrated brand to the marketplace. Employee pride in the new leadership positioning is high. Traffic to Signature FBOs is increasing and the company has continued its rapid growth, adding new locations annually. More than 100 to date.