(MUSIC UP)
WOMAN
American Express Open is empowering business owners. Follow our new mini-series as we pair different small businesses, each with their ownexperienced branding agency, who is also a small business. AirEast Airways is a family-owned charter airline service run by the Tarascio family in Long Island, New York. They started the business over 20 years ago. Now, Nick Tarascio, CEO, and son of Maureen and Mike Tarascio, is looking to bring their company and all of its subsidiaries to the next level.
NICK TARASCIO
AirEast Airways started as one little four-seat airplane in 1982. And it organically grew into aircraft maintenance. We ended up with a bunch of instructors. And then from there it kind of grew out into charter services and electronics and avionics and it’s now what it is today.
MAUREEN TARASCIO
We, uh, are a family business that have been here since 1982. We have … all our children at one time or another have worked in the company or presently work in the company with my husband and myself.
WOMAN
The Tarascio family are being paired with Richard and Brian from Pandiscio Co., an experienced branding agency. Their assignment is to rebrand the Tarascio’s aviation businesses.
RICHARD PANDISCIO
A lot of times people are afraid of branding because there’s terminology that is sort of up there and you’re not quite sure and it’s (sic) all seems confusing and daunting. It will align your business objectives and your customers’ expectations seamlessly. I think if a small business is concerned about their … the effectiveness of their current branding, they need to check its effectiveness with their customers. Is their message getting conveyed properly? Are there misconceptions about the company? Is there brand recognition?
NICK TARASCIO
I just want to find a way to connect on a real emotional level with people. I just don’t know how to do it yet.
WOMAN
Nick, Maureen and Mike Tarascio travel from Long Island to Lower Manhattan to meet with Richard and Brian at Pandiscio Co.
RICHARD PANDISCIO
When speaking with small businesses, it’s really important to have that conversation with them about understanding their company in … in terms that we can all relate to. Um, so basically, how can we help you?
NICK TARASCIO
You know, right now I don’t think people even know that we exist. A lot of our business is coming through brokers so it’s essentially companies that are middle men that … that are really just marketing companies.
RICHARD PANDISCIO
Well, let’s list what you have going on.
MAUREEN TARASCIO
Well, we have AirEast Stairways which is our flight school. And we have AirEast Rentals. And we have Long Island Avionics. Then we have PopAir Aviation Services.
NICK TARASCIO
Ventura.
MAUREEN TARASCIO
Ventura. And that one …
NICK TARASCIO
Fifty-five.
MAUREEN TARASCIO
… that one does, of course, it’s the airline. It does the aircraft charter.
RICHARD PANDISCIO
Well, you have a great story. And you’re a very good-looking family. So …
(LAUGHTER)
RICHARD PANDISCIO
… you got a lot going for you.
MAUREEN TARASCIO
I think in the beginning, it was a little confusing and I think once Richard sat and talked to us for a while, I think he fully understood it.
RICHARD PANDISCIO
There’s always surprises in these initial meetings.
NICK TARASCIO
We can’t change the legal name of it for the most part because it is … it is an FA-regulated body.
RICHARD PANDISCIO
So you’re saying that neither company’s name can change?
NICK TARASCIO
Technically, no.
RICHARD PANDISCIO
What kind of a name could help people immediately know who you are and what you do?
NICK TARASCIO
I would say it’s kind of like the Italian grandmother – when you come over it’s, “Eat! Have some food.”
MAUREEN TARASCIO
Mangia. (Laughs)
NICK TARASCIO
“Did you have a little pasta?”
(LAUGHTER)
NICK TARASCIO
It really is (Overlap)
WOMAN
(Inaudible)
NICK TARASCIO
It’s like the focus is on you. It’s (Overlap)
RICHARD PANDISCIO
Correctively, they loved putting mom sort of at the top of the pyramid, her welcoming spirit and her dedication.
NICK TARASCIO
She’s fanatical about customer service.
MAUREEN TARASCIO
(Laughs) I do take calls 24 hours.
RICHARD PANDISCIO
And the way that … that is transferred to the … to the whole company, that’s interesting, too. That’s unusual in an airline.
NICK TARASCIO
Richard’s observations were identifying pain points that I’ve had for a long time and we’ve been on the fence. Like the idea of creating one umbrella that would encompass all the companies.
RICHARD PANDISCIO
Quite honestly, I don’t think they have a brand.
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WOMAN
Coming next time, Richard apprehensively proposes some radically different branding concepts to the Tarascio family. Will Nick and Maureen adopt these concepts? Or will Richard have to return to the drawing board?
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