Branding

Advertising is the voice of the brand seeking out its customers with
the message, benefits and specific stories it wants to share...

webassets/furnsml.jpg

Branding, web and regional PR

This project focused on web, regional pr and branding. The initial step was to replace web images depicting the factory to images showing product. The goal was to incorporate more images that showed people using the furniture designed for open space, control center, private offices and conference areas. To push this project forward we were placing ads in various publications that focused on either architects and designers or facility managers and space planners.

ADVERTISING: This effort resulted in creating ads that depicted the brand and it also delivered the copy and visuals in a sideways orientation that was different from all other ads. The ad was created as a template and divided into areas where we could test messaging, display different products, and provide special offers. It also included key components like the 1-800 phone number and other relevant contact information. The first two ads produced calls and leads through BRC's that were mailed to the publisher and then forwarded to us. Messaging in each ad was also tailored to the unique audience that subscribed to each magazine. I worked directly with the internal team to also develop marketing tools and test various other areas that needed better marketing communication tools to support reps and dealers in their sales efforts.

Magazine for space planners and facility managers

MAGAZINE FOR ARCHITECTS & DESIGNERS

The company used a group of unique URL's that separated its product line brands from the parent brand. The parent brand's rank was located near 23 million. This was corrected to a position that was below 235 thousand for the primary web site. We focused on preparing a new look revolving around a logotype that would represent the brand personality better while also providing continuity across all channels. This excercise utilized the internal creative and marketing team leveraging their knowledge, experience, talent and skills. The work that was prepared and delivered was exceptional and awaiting a decision on how to move forward from an organizational standpoint. This will directly impact the architecture of a new dynamic database driven web site. Open-source with Sugar as the CRM is being considered. Currently, it is a static HTML site that is not optimized for the best possible user experience. The recommendations made include the consideration of best practices and standards which can provide the desired brand experience.

"This project demonstrated once again, the power of relevant and robust content!"

"Under his supervision I was able to help brand the company more concretely..."
Professional recommendation

"John is a take-charge manager who gives excellent direction to the creative team... Under his supervision I was able to help brand the company more concretely and produce various marketing pieces that helped drive sales.” R.C. - Graphic Designer, Scottsdale, AZ

An example of a very organized product page that consolidates a lot of information and visual assets