Pak Mail Takes it Up a Notch . . . or Two, or Three

Over the past several months, Pak Mail Centers of America, Inc. has implemented a dramatic face lift, inside and out.

"Through an aggressive and comprehensive image enhancement effort, we have evolved the look and feel of our Franchise through the creation of new and refreshing franchise marketing messages and a new, updated store design. Whether a person is looking to invest in his or her future by becoming a Pak Mail franchise partner or a customer is looking to ship a computer to a kid at college, they will experience a brand new image at Pak Mail," says Pak Mail President and CEO Evan Lasky.

New Franchise Marketing Theme: Choose the opportunity of a lifestyle!

The newly introduced franchise marketing theme has evolved as a result of many discussions and brainstorming sessions by a team comprised of staff, franchisees, marketing consultants and retail design experts.

When prospects contact the International Support Center to inquire about the franchise opportunity, a newly designed, attractive brochure is sent to them that displays numerous photographs of happy individuals and couples, all portrayed to demonstrate that the investment in a Pak Mail franchise allows them to control their destinies and actually live the lifestyle they've always wanted. Unlike some business opportunities, Pak Mail typically conducts business during regular business hours, which allows the operators to maintain strong family ties and friendships that result in a balanced, quality life.

"While Pak Mail franchisees offer premium packing, shipping and business services to their customers, the real business is 'people business,' selling peace of mind and confidence to their customers. We wanted to show people telling their story in a variety of settings, leading fulfilling lives because they truly are doing exactly what they want to be doing. They are their own bosses, in business for themselves, but not by themselves," says Mark Anderson of Baraka Creative, Inc., design and creative service agency for Pak Mail Centers of America, Inc.

New Store Design: Attractive Functionality

As the result of extensive research and design analysis, new and remodeled Pak Mail Centers have a fresh new look and feel that exudes professionalism and functionality. Ralph Schregardus of RCS Retail Interiors had visited several Pak Mail stores in the southeast part of the country and made some provocative inquiries. "My questions ranged from 'Who is your customer?' to 'What do you do here?' to 'What exactly do you sell?' When I learned that the predominant Pak Mail customer is female; that they offer premium customer service when it comes to their packing and shipping services and, that bottom line, they sell 'peace of mind,' my team got together and offered some dramatic store design enhancements that would better address the nature of the business a Pak Mail Center really is in," offered Schregardus.

A trio of new colors were incorporated into the Pak Mail interior palate. The company standard burgundy, complemented with a blonde wood grain and warm pewter, now forms the basic color scheme. Square corners on counters and displays have been replaced with rounded corners to create a more female-friendly environment. Frames encasing colorful, clever posters have been added, along with an easy-to-read and absorb menu-of-services board. Back-lit images are displayed in cases picturing a variety of unique, shippable items that can be seen from the exterior of the store at night.

Enhanced Logo: Pak Mail® You?ve Got Choices!

The corporate logo has been enhanced to reflect the professional solutions and packing services available at Pak Mail Centers. Customers also are offered choices for the means and methods to transport their items anywhere they need to go. A Pak Mail Center uses all the reputable and reliable shippers including FedEx, UPS, DHL, a variety of trucking lines as well as international air and ocean freight carriers. Some of Pak Mail's competitors are restricted as to the carriers they may use, while at Pak Mail, the choice is the consumer's.

Since 1984, Pak Mail consistently has ranked among the top franchise investment opportunities, and today, more than 400 Pak Mail centers offer professional packing, shipping, and business solutions to individuals and commercial customers around the world.