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www.greenmediaonline.com Business Planning Guide November 2014 35 INDUSTRY NEWS Known in the Outdoor Power Equipment (OPE) industry for two decades as a leading provider of consumer financing solutions, Synchrony Financial (formerly GE Capital Retail Finance) debuted its new name and logo in conjunction with its initial public offering in July 2014. The company also communicated a bank name change earlier this summer to Synchrony Bank from GE Capital Retail Bank to OPE manufacturers, dealers and customers. Synchrony Financial (NYSE: SYF) recently launched a national media and branding campaign across print, broadcast and digital media, and out-of-home advertising. The new name and brand campaign were developed based on extensive research with key stakeholders to gather input on their views of the company and its value proposition and offerings. The definition of synchrony is "a state in which things happen or move at the same time." To represent the company's alignment with its business partners, customers and employees, all working in sync, the Synchrony Financial logo features gold pillars in a stylized "S." The corporate color palette of grays and gold delivers a balance of strength, stability, warmth and openness. "While our name is new, our company has an 80-year history of financial stability, experience and operational excellence," explained Toni White, chief marketing officer, Synchrony Financial. "We have not strayed from our core foundation, which is based on the deep partnerships we establish with our clients. The name is now Synchrony, but rest assured nothing else has changed — especially our ongoing commitment to serving your consumer retail financial needs." Introduced as part of the new brand campaign, the tagline — Engage with Us — emerged from the research process and confirms the company's view that every interaction with its partners and customers represents an opportunity for Synchrony Financial to engage with partners and help grow their business. Together, the brand attributes create a memorable identity that's unique to financial services today. Synchrony Financial worked with Interbrand to develop its new branding, and Ogilvy & Mather is the agency of record for its corporate advertising campaign. The new brand campaign launched September 22, and is supported by advertising across multiple channels, in-cluding print ads in national and trade publications; TV commercials on cable news and sports programming; airport adver-tising; and digital ads across multiple properties. Vermeer Corporation announces expansion plans in Iowa State Research Park Vermeer Corporation announced its intent to build the Vermeer Applied Technology Hub in the third phase of the Iowa State Research Park. The Vermeer facility will house offices, meeting space and an equipment high-bay. This unique space will provide state-of-the-art office space to allow Iowa State students, faculty and part- and full-time Vermeer team members to work collaboratively on technology advancements for Vermeer industrial and agricultural equipment that serves 10 markets, represented by dealership coverage in more than 150 countries around the world. As technology is developed, the proposed high-bay facility will allow for testing and validation in a space that can physically accommodate Vermeer equipment. The first priority of the space will be to create an environment for software engineers to excel in the development of practical, affordable and modular equipment technology. "In our opinion, there is no better place to allow this important work to be done than Iowa State University," said Doug Hundt, president of Underground and Specialty Excavation Solutions at Vermeer Corporation. "While career opportunities are plentiful for software engineers today, Vermeer believes there is a highly-skilled, technical population at Iowa State who would also be inspired by the tangibility of turning the wrenches and seeing how the software comes to life. That's what the Vermeer Applied Technology Hub will be all about." While the facility will be developed with the technical needs of an engineering facility in mind, opportunities exist across many disciplines. "The Vermeer Applied Technology Hub is intended to be a hotspot of ideation for the way we design, manufacture and support the equipment and the customers who buy it," said Mark Core, vice president and chief marketing officer at Vermeer Corporation. "Not only does this create opportunities for full-time students at Iowa State to have close-to-campus, real-life experience including part-time work and internships, but also creates an offsite, desirable location for full-time Vermeer team members, seeking to live in Ames or pursue additional education through Iowa State University." Synchrony Financial launches new brand Business Planning Guide ADVERTISERS' INDEX Advertiser Page # Web Address Husqvarna Cover 2 www.husqvarna.com Morbark Cover 3 www.morbark.com/getchipsafe PLANET 36 www.landcarenetwork.org Rotochopper 14 and Cover 4 www.rotochopper.com TREE Fund 3 www.treefund.org NetworkFleet, Inc. 7 networkfleet.com Vitamin Institute 18 www.superthrive.com Walker Manufacturing 5 TheWalkerAdvantage.com