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to News For Immediate Release For more information contact: Roy Harry, 440-975-8201, email: roy@mediaii.com Media II Helps Midland Title Become First Throughout Ohio Willoughby Hills, OH – How do you change the branding of a 50-year old company with high name recognition and market leadership? Very carefully so you do not confuse customers and business associates. That was the challenge for First American Title Insurance Company in applying its name and corporate identity to Ohio’s Midland Title Group of Companies. Midland, the largest provider of title insurance in the state, was acquired in 1986 by First American and in 2004 the company began to change its logo from the popular blue Midland “M” to the First American logo that features an eagle and a distinctive type style. To help communicate this new identity to real estate agents throughout Ohio during 2005, First American chose Media II, Inc., a marketing communications firm with corporate identity experience for companies such as Reliance Electric, Republic Engineered Steels, Online Development, 3-D Service and others. Media II developed a new identity campaign including transit and magazine advertising, public relations, direct mail and literature development to communicate the new identity and at the same time, reinforce the benefits First American offers real estate agents. “Making a radical brand change like this must be done very carefully,” commented Roy Harry, Media II’s president and creative director. “First American wisely chose to phase the new identity in over a two-year period to make the transition almost seamless. In 2004, they began using a combined Midland and First American logo that was followed in 2005 with a First American only logo. In the communications we developed, reference to the Midland Title Group were included to help in the transition. To show real estate agents the benefits of the change, we developed messages that focused on the many strengths offered by First American and services available to help them grow their businesses.” About Midland Title group and First American Title Insurance The Midland Title Group of Companies was established in Painesville, Ohio in 1955. Since 1992, this group has consistently ranked first in title insurance sales according to annual statements filed with the Ohio Department of Insurance. In addition to providing title information and insurance, it also offers real estate transaction services and business building services for real estate agents and brokers. First American Title Insurance Company, the largest subsidiary of The First American Corporation (NYSE: FAF), traces its history to 1889. One of the largest title insurers in the nation, the company offers title services through nearly 1,500 offices and an extensive network of agents throughout the United States and abroad. The company has its headquarters in Santa Ana, Calif. Information about The First American Corporation’s subsidiaries and an archive of its press releases can be found on the Internet at www.firstam.com. About Media II, Inc. For nearly 30 years, Media II has specialized in providing marketing communications support for business-to-business companies in the following markets: factory automation products and services, online training, engineered composites, liquid crystal displays, industrial motors, motion control products, mobile equipment software development, industrial asset management services, metal service centers and others. The company’s clients include several Fortune 500 companies, as well as smaller firms located across the United States. The firm’s services include print and email advertising, public relations, distributor/dealer promotions, direct mail, corporate identity, web site development, database publishing, webcasting, search engine advertising, video production and graphic design. For more information about Media II, please visit their web site, www.mediaii.com, or contact: Roy Harry, Media II, Inc., 34900 Chardon Road, Willoughby Hills, OH 44094 USA, Telephone: 440-975-8201. Email roy@mediaii.com. |