Tag Archives: United Rentals


Lavidge Launches National Campaign with Dole

The Lavidge Company (TLC), a full-service advertising, public relations, communications, consulting and interactive marketing agency, and Dole® Food Company have partnered in developing the summer “Peel the Love” campaign.

TLC edged out national agencies with its Peel the Love campaign idea and was selected to lead the concept, design and messaging standards of the year-long Dole campaign. The Peel the Love theme focuses on the fun, versatility and universally loved aspects of the iconic yellow fruit, which Dole grows more of globally than anyone else. The campaign is playful and modern, utilizing vibrant, summer colors, that invites people to Peel like a kid again. Dole. Peel the love.

TLC’s team created the overall campaign concept, developed the messaging and visual direction, and worked on in-store promotional materials including posters and special recipe cards. Additionally, the agency oversaw the production of the campaign standards guide, working in collaboration with Dole’s public relations and interactive agencies that extended the campaign through additional channels.

A feature of the Peel the Love campaign is the Peel the Love Summer Food Truck tour that will be visiting banana-loving cities across the country. The brightly colored Peel the Love food truck, featuring TLC designs, is staffed by healthy-eating advocates and will stop at supermarkets, parks and other venues to dispense samples and recipes that use DOLE Bananas in fun ways. The truck will be making several stops in Phoenix, Arizona and surrounding areas from June 27 through July 6. Dates, times and truck stop locations can be found at www.dole.com/peelthelove.

“We’re extremely proud to have worked with Dole on this campaign,” says Bob Case, chief creative officer of TLC. “The work was strategically driven, smart, and incredibly fun to do – we thank Dole for the opportunity and look forward to continuing our work with them.”

TLC is a Phoenix based full-service advertising, public relations, and interactive marketing agency offering best-in-class traditional and leading-edge marketing services all in-house. Since 1982, The Lavidge Company has specialized in developing brand positioning for products and services. Lavidge serves prominent national, regional and local brands including Dole, United Rentals, Phoenix International Raceway, Republic Services, Discount Tire, Blue Cross Blue Shield of Arizona, Massage Envy, Phiten USA, Banner Health, McDonald’s and many more. The agency has helped companies increase sales, raise brand awareness and grow their businesses.

Rental Equipment - RSC Boom Lifts and Reach Forks

Well Equipped: Rental Market Doing Well In A Down Economy

The trend that has created a boon for the rental equipment industry

The notion that a penny saved is a penny earned is playing out in the marketplace, as execs from the C-suite hold tightly to hard-earned capital in an environment where lending remains tight.

Doubts about the strength of the economy have pessimists outnumbering optimists in the U.S., and even though business growth is expected in 2012, it will be at a sluggish pace. So finds Duke University and CFO Magazine experts who recently asked nearly 1,000 chief executives about their expectations for the economy.

Among the notable findings: most businesses plan on holding capital due to continued economic uncertainty. “Rather than spend, many companies say they will hold on to their cash,” says John Graham, a professor of finance at Duke.

Nowhere is this more apparent than in the construction market, where projects are at a premium and job backlogs are a thing of the past. With this reality in mind, contractors and others in commercial real estate are turning to another tried-and-true management strategy to help reduce operating costs and preserve capital: renting.

Companies have long found value in renting their transportation fleets, office equipment and even outsourcing manpower during crunch times. It is now spilling over to users of heavy equipment and is increasingly becoming more common for project managers to rent equipment instead of buying.

It’s a trend that has created a boon for the rental equipment industry. Scottsdale-based RSC Equipment Rental has recorded more than $1B in revenue during each of the past three years. RSC’s growth also attracted the attention of United Rentals, Inc. which agreed to purchase RSC last December for $1.9B.

“Access to capital has been a major challenge and it’s become much harder for mid-sized companies to secure financing for projects and equipment,” says Asit Goel, director of strategic marketing for RSC. “Companies are finding greater business benefits in renting.”

Goel says many companies are finding bottom-line value in renting equipment since it helps control expenses and reserves capital for other needs such as employee growth, new business initiatives and potential acquisitions.

Renting also improves inventory usage and ensures that project managers have the right equipment at the right location when they need it, from boom lifts to bulldozers. Another upside to renting is that once a project is complete, the equipment doesn’t have to be stored, maintained or transported to other job sites. That’s all taken care of by rental companies.

Vanderra Resources, an oil field services company, previously managed its equipment fleet in-house, often resulting in unknown fleet numbers located throughout its job sites. Kyle Falkenberg, northeast procurement manager for Vanderra, reports that this issue was costing the company valuable resources. Falkenberg estimated Vanderra is now saving an estimated 15 percent on equipment costs working with RSC as its rental provider to implement its fleet management system.

United Rentals is also seeing positive momentum with its rental business. Based in Greenwich, Conn., United also does business in Arizona and throughout the Southwest and as it incorporates RSC, its footprint will only become more significant.

Even though the commercial real estate industry remains largely stagnant, RSC’s Goel is seeing some bright spots. Growth in the energy, healthcare and manufacturing sectors continues to provide significant opportunities to the equipment rental industry. “Companies have realized that the out-sourcing model provides great flexibility to their businesses,” he says.

Gordon McDonald, RSC’s vice president of managed services agrees, noting that companies have modified their behavior because of the recession and have changed from equipment purchases to rentals for projects.

“They are seeing the project cost savings and efficiencies of renting and that has long-term appeal,” Gordon says.