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Capabilities doc

  1. 1. CRAFT C R A F T M A R K E T I N G 112 West 20th Street, NY NY 10011
  2. 2. 01 TA B L E O F C O N T E N T S WHY US Who We Are Why Craft Marketing Our Work Case Studies Catalog Design Website Design HOW WE WORK Overall Approach Compensation Models OUR TEAM The Network The Team C R A F T M A R K E T I N G 112 West 20th Street, NY NY 10011
  3. 3. 02 WHO WE ARE A communications agency handcrafted for the home furnishings industry, we created Craft with 3 goals in mind: provide the business-to-business home furnishings industry access to an advertising agency that had a deep understanding of their industry and its dynamics. offer world-class strategic planning, brand and channel development. develop and deliver top-notch creative within the budget restrictions commonly found in this industry. As part of the Agency 212 network of companies, we’ve done just that. CLIENT LIST A&B Home CBK Napa Home & Garden Seattle Pacific Market Center Alexa’s Angels Classic Home Panama Jack Texture Home Décor Ancient Mosaics Emissary Paragon Thompson & Elm Arin International Illumination Station Phillips Collection Urban Oasis Arte Italica Immortalis Botanical Profile Home Vertex Arthur Lauer Lazy Susan Red Dog Furniture Company Wide-Lite Artisan House Minka Regina Andrews Caffco Moe’s Home Collection Remington Lamp C R A F T M A R K E T I N G 112 West 20th Street, NY NY 10011
  4. 4. 03 WHY CRAFT? C R E AT E . It's what you do best. And it's what we've just done. Craft was built by people with deep experi- ence in the industry, who are dedicated to helping companies in the gift, home décor and furniture markets stand out in a commodity-driven world. R E S U L T S . Without them, we're about as worthless as a pile of wood shavings. Which is why we concentrate on delivering the highest-quality strategic marketing and creative services, including catalog design, in the most cost-effective manner. The bottom line is this: we give you world-class creative without hurting your bottom line. A G I L I T Y . We think big, but we're also nimble. By focusing on the home furnishing industries, we deliver a level of expertise no one else can touch. And as part of the Agency 212 network of companies, some of the industry's best creative talent and resources are right down the hall. F O C U S . Like you, we're specialists. We know your reps, we know your customers, we know your trade shows. But even better, we know how to apply traditional brand strategy, advertising, catalog design and pro- duction, PR and interactive solutions to your product category unlike any general agency can. T E N A C I T Y . You'll find it at Craft. We never give up or allow challenges (budgetary or otherwise) to stand in the way of creating world-class communications. Our staff is wholly dedicated to growing your bottom line. In fact, we're so committed to building your business, you'll come to think of us as your in-house marketing department. C R A F T M A R K E T I N G 112 West 20th Street, NY NY 10011
  6. 6. CASE STUDIES C R A F T M A R K E T I N G 112 West 20th Street, NY NY 10011
  7. 7. CASE STUDIES MOE’S HOME COLLECTION On life’s journey, virtuous deeds are a shelter - Buddha Known for their beautiful home furnishings set at a reasonable price, Moe’s Home Collection was ready to grow No shelter should go without a little beauty. - Moe their established retail positioning into a wholesale enterprise. CHALLENGE Through their consolidation center in China, Moe’s was poised to offer retailers a savings of up to 40% off wholesale price through purchasing a container. While not the only company to offer a container deal, Moe’s was the first to heavily promote this benefit. SOLUTION Craft Marketing developed a communications initiative to highlight both benefits of style and value: I Trade advertising to continually build brand awareness. Profit from our wisdom, literally. With Moe's California warehouse and freight cap program, re-orders are quick and easy. Of course we still offer our exclusive mixed container program for independent retailers, but any order made I Trade show advertising and promotions: direct mail, e-mail blasts, signage, and on-site promotions to drive from our California warehouse will also get you special discounted pricing. If all of this doesn't bring you inner peace, traffic to Moe’s showrooms across the country. perhaps our new collection of furniture SKUs will help you become one with your customers. I Two locations in High Point Showplace #2340 2nd Floor IHFC Pavilions 3-P322 Binder, formatted with products in silhouette photography to provide reps with a simple sales tool that can be 1 800 967 9942 easily updated. I Bound catalog, using a combination of environmental and silhouette photography for existing accounts and On life’s journey, virtuous deeds are a shelter - Buddha as a prospecting tool. No shelter should go without I B2B website, built with full e-commerce capabilities and real-time inventory information, software permits a little beauty. - Moe retailers to create containers online, purchase, and pack immediately. “Hiring Craft was like hiring a marketing department of 60 people! I pick up the phone, tell them what I need and they deliver. We attribute a lot of our recent success to their marketing savvy and creativity. Moe’s Home Collection has become much more recognizable in the marketplace and we owe a great contribution to Craft.” Sara Samieian Moe’s Home Collection CRAFT MARKETING
  8. 8. CASE STUDIES THE PHILLIPS COLLECTION One of the leading designers and manufacturers of contemporary home accessories, The Phillips Collection M EE T YU R IZ AT has enjoyed rapid growth among specialty home furnishing stores and interior designers. Very much like AR “I really like that piece.” AI N TO D AY collectible art, The Phillips Collection creates inspiring décor, open to varying interpretations. ! CHALLENGE “Thanks. It's the first one by artist Yuri Zatarain that goes outdoors.” While buyers at trade shows recognized the value of carrying The Phillips Collection, Phillips needed to extend the dynamism of the brand beyond the trade show arena to a broader audience: designers and retailers. The task at hand was to revitalize the brand’s corporate “Wait... you take it with you?” identity and create a corporate tagline that clearly communicates the uniqueness and artistic qualities of Phillips. “Come on. Where would I take a statue?” SOLUTION Craft translated all the points of difference and strengths of The Phillips Collection into a new brand. This visibly much bolder logo and overall look carry into all of Craft’s deliverables for a coherent communications platform: “The museum?” I Print advertising in home furnishings trade publications. I New, fully-functional website: Entire product catalog updated in real time. Includes rep section for the sales C202 force to track sales, check inventory, and stay updated on promotions. 2325 e. kivett drive, high point, nc 27260 • tel: 336.882.7400 • fax: 336-232-9339 • I Trade show advertising: Direct mail, e-mail blasts, packaging, hangtags, and on-site signage for trade show site and "How do you like my apples?" surrounding venues such as restaurants and the airport at High Point, NC. “Don't you mean, ‘how do you like “No, i was referring to I Full-line binder and catalog for use as a sales tool, introducing new products, prospecting, and so on. them apples?’” my new sculptures.” “I don't eat citrus.” “From the start, the team at Craft quickly understood my needs and was able to take my marketing and advertising efforts “Now you're comparing to the next level- something we couldn’t do internally. They brought a new perspective and were able to completely apples to oranges.” revitalize our communications and articulate our unique position in the home décor market.” every piece a conversation Mark Phillips The Phillips Collection p h i l l i p s c o l l e c t i o n C R A F T M A R K E T I N G 112 West 20th Street, NY NY 10011
  9. 9. CASE STUDIES JEFFAN INTERNATIONAL Strongly recognized for its Indonesian-inspired designs, Jeffan International celebrates beautiful aesthetics across multiple product categories, including accent furniture, lighting, and home décor accessories. CHALLENGE Jeffan was in pursuit of a new brand identity to counterpart its exquisite exotic contemporary line, appropriate sales collateral, and a communications plan to ensure market outreach and realize their new business potential. SOLUTION Craft defined the brand’s value proposition and provided Jeffan with an ownable, updated positioning. The new brand feel is present in all facets of the company: I Logo design I New, ownable tagline I Color palette I Paper system I Ad design I Catalog design I Trade show exhibit enhancements I Web design “We are a small company with big aspirations, yet Craft treated our account with the same dedication, creativity, and professionalism they give to their biggest clients. We found them to be very knowledgeable and responsive to our needs. We look forward to working together for a long time.” Caroline Shibata Jeffan International C R A F T M A R K E T I N G 112 West 20th Street, NY NY 10011
  10. 10. CASE STUDIES CLASSIC HOME Classic Home offers home furnishings of traditional craftsmanship, using unique handmade designs of solid wood and quality metals from the Far East. Meticulously crafted and built by hand, each piece is as original as it is long-lasting. Unique imperfections coupled with high quality and design throughout their wide array of product offerings ensure Classic Home is a true original in anyone’s home. CHALLENGE A growing company, Classic Home approached Craft aiming to expand its customer base with a method that was twofold: (1) Broaden appeal beyond specialty retailers to include interior designers and furniture retailers, and (2) Grow the customer base in the Midwest and East Coast through an improved shipping program. RUGS • FURNITURE • ACCENTS SOLUTION A new advertising campaign emphasized Classic Home’s broad product offering with the message that more than just goods, Classic Home is able to help retailers, designers, and consumers support their identity with unique products that match their lifestyle. classic roam Kick off your shoes and let your feet settle into pure bliss. Each of our Classic Home rugs is born from the beauty and riches of exotic locales I Campaign touchpoints included: Trade ads in shelter publications and trade magazines in home furnishings. across the globe, borrowing colors, textures and designs that turn any expect I room into a space to roam free. And of course, our Classic Home rugs live in perfect harmony with our other handcrafted, rustic and elegant furnishings, All images and designs © Classic Home 2008 Detailed inserts to promote product collections’ new shipping programs, and how to purchase. expect an original elegance At Classic Home, we understand your customers have great expectations. That’s why, from delicate carvings to intricate weaves, our expertly trained craftsmen and artisans bring elegance and style so your entire home can bring you ultimate peace. to every Classic Home product. Call or visit our website • 323.264.7017 • I Visit us at High Point, Suites at Market Square, Showroom # G1128 Or visit our showrooms in Los Angeles, Las Vegas and High Point Call or visit our website to order our new catalog • 323-264-4872 Los Angeles Classic Home, 5548 Lindbergh Lane Bell, CA 90038 • Ph: 323.264.7017 Open Daily High Point Suites at Market Square G-1128, High Point, NC 27260 • Ph: 336.885.9903 Las Vegas World Market Center, Showroom A642 495 S. Grand Central Pkwy, Las Vegas, NV 89106 Ph: 702.382.8345 Open Daily expect an original Trade show tactics to help drive traffic into Classic Home’s new Las Vegas showroom. Open During Market “Craft has helped our brand, Classic Home, grow into a significant line of home furnishings. Their expertise in market positioning and advertising has had a huge positive impact on our bottom line. Craft helped us separate from our competitors by launching an extremely successful consumer ad campaign. Their service is top notch and I genuinely look forward to working with the team on each new project. ” Thomas Andonian Classic Home Las Vegas expect an original World Market Preview July 2007 C R A F T M A R K E T I N G 112 West 20th Street, NY NY 10011
  11. 11. CASE STUDIES THOMPSON & ELM Caffco International recognized an opportunity in the marketplace to launch an outdoor furniture and accessories collection as a one-stop package for consumers looking for soup-to-nuts design solutions. CHALLENGE They came to Craft to start a new brand from scratch. SOLUTIONS 4 of divided plus and these by The approach to developing Thompson & Elm spans before the creative process and includes the following: TOTAL DESIGN SOLUTIONS Before now, nobody brought all the necessary outdoor design elements together. Homeowners who want to I 18-month launch plan, taking into consideration product development, warehousing concerns, sales force issues, projected sales, improve their exterior spaces are unclear about what and where to buy the products they need. All of this adds up to a pretty good sweet spot for the independent retailer looking for a unique solution. That’s where we come in. Contact Thompson & Elm today and find out how we can turn your independent competitive landscape, and possible socieconomic factors that might come into play. business into the right answer for your customers. I Brand name, one that resonates with consumers and retailers and evokes the spirit of the American dream. © 2007 Thompson & Elm Formerly Euracast I Entire look and feel of the brand, from logo to catalog design. P.O. Box 3508 , Montgomery, AL 36109-0508 / phone 877 243-7888 / fax 334 272-0299 / S E E U S I N C H I C A G O AT t h e C A S U A L F U R N I T U R E S h o w, S E P T. 1 7 - 2 1 2 0 0 7 B O O T H 7 - 7 0 9 4 I In-store branding including displays, brochures, hangtags, etc. I Showroom design. I Internal communications, including internal presentation to assist sales and marketing teams reach their goals. I Marketing mix of fractional ad campaign in trade publications, direct mail, and trade show communications. “The entire staff at Craft are experts in their field. They are keenly aware of what is going on in the marketplace and regularly evaluate and communicate this with us. Their staff quickly developed a focused marketing program for Thompson & Elm that continues to be extremely successful. Best of all, you cannot find a group of people who are more responsive to our needs and easier to communicate with on a daily basis." Betsy Spivey Thompson & Elm C R A F T M A R K E T I N G 112 West 20th Street, NY NY 10011
  12. 12. CASE STUDIES A&B HOME A&B Hongda transitioned their product selections from giftable items to home décor and wanted to reach a much larger audience made up of independent home décor stores in the U.S. Their goal was to elevate their profile from a commodities gift company to one that offered a wide selection of ever-evolving home décor products at prices that independent retailers can afford. CHALLENGE & A&B Hongda needed a fresh, new platform that successfully established the new division as a known brand that stands for both value and quality. SOLUTIONS Craft first revitalized the brand by addressing the name and then developed copy points that easily communicated the company's unique selling proposition. Once defined, Craft helped A&B develop a channel strategy and created a marketing program to grow 2007 catalog their business. Tactics included: I Brand positioning I Corporate ID I Trade advertising campaign I Direct mail I Catalog and binder design I Digital marketing Depend ABle I Web design I Trade show marketing You can’t spell Profitable without A & B. You can’t spell Dependable without A & B. Say hello to the always trustworthy A&B Home. We stock over 5,000 unique and quality decorative home décor and floral products in 200,000 square feet of warehouse space, so you can rest easy that Meet A&B Home, and you'll be met with certain success. We stock over 5,000 unique and quality decorative home décor and floral products in 200,000 square feet of warehouse space, so you can rest easy that your fill rate will be high and your shipping will be on time, Remark ABle You can’t spell Remarkable without A & B. “Craft did a fantastic job when we asked for a branding transformation. They understand not only what our goals are, all the time. But we don't stop at mere stock. We make sure your your fill rate will be high and your shipping will be on time, all the customers are always interested in buying by creating 1,500 exclusive but also what the market is looking for. The outcome is more than what we've expected.” time. But we don't stop at mere stock. We make sure your customers Product, product, product! Without continually updated, remarkable and affordable new items every six months. Because when it comes to are always interested in buying by creating 1,500 exclusive and products at good prices, how can any retailer blossom? At A&B supplying your business with products that turn a profit, you want a affordable new items every six months. Because when it comes to Home, westock over 5,000 unique and quality decorative home décor vendor you can rely on. You want A&B Home. supplying your business with products that turn a profit, you want a and floralitems in 200,000 square feet of warehouse space, so you vendor you can rely on. You want A&B Home. can rest easythat your fill rate will be high and your shipping will be on time,all the time. But we don't stop at mere stock. We make sure yourcustomers are always interested in buying by creating 1,500 exclusiveand affordable new items every six months. Because when it comes tosupplying your business with truly remarkable results, you want A&B Home. Brand New Show Room in Atlanta AmericasMart, Gift Mart Building 2, 1201-1205 9520 Santa Anita Avenue / Rancho Cucamonga, CA 91730 / tel 909.758.5366 888.868.1808 / fax 909.758.5377 / S H O W RO O M S I N AT L A N TA , B O S TO N, C H I C A G O, DA L L A S , D E N V E R , K A N S A S C I T Y, L A S V E G A S , M I N N E A P O L I S , A N D S E AT T L E 9520 Santa Anita Avenue / Rancho Cucamonga, CA 91730 / tel 909.758.5366 888.868.1808 / fax 909.758.5377 / S H O W RO O M S I N AT L A N TA , B O S TO N, C H I C A G O, DA L L A S , D E N V E R , K A N S A S C I T Y, L A S V E G A S , M I N N E A P O L I S , A N D S E AT T L E 9520 Santa Anita Avenue / Rancho Cucamonga, CA 91730 / tel 909.758.5366 888.868.1808 / fax 909.758.5377 / S H O W RO O M S I N AT L A N TA , B O S TO N, C H I C A G O, DA L L A S , D E N V E R , K A N S A S C I T Y, L A S V E G A S , M I N N E A P O L I S , A N D S E AT T L E Ellen Yang A&B Home C R A F T M A R K E T I N G 112 West 20th Street, NY NY 10011
  13. 13. CASE STUDIES NAPA HOME & GARDEN Napa Home & Garden approached Craft seeking a brand revitalization. With an actively updated product line, NAPA Napa needed an equally fresh brand to resonate with the growing taste level and sophistication amongst consumers and the design of their outdoor living space. WINTER2008 & NAPA CHALLENGE OUTSIDE-IN / INSIDE-OUT HOME GARDEN SUMMER 2007 As consumers increasingly place as much importance on their outdoor spaces as they do indoor, Napa Home & Garden should be poised as a brand whose products bring the inside out and the outside in. & OUTSIDE-IN / INSIDE-OUT HOME GARDEN NAPA'S NEWEST PALLET CREATIONS SOLUTIONS Stoneware and terra cotta in great glazes RELAX BY THE BAY Craft created a new brand feel that embraced the inherent tone of Napa's rural elegance and would appeal to the growing segment and shapes! Patio furniture gets a great view with KC's Biscayne Bay line of outdoor furniture. of young homeowners. Messaging was particularly important at the point of sale, drawing consumers in with new packaging plus REAL MOSS, LOW COST! Napa introduces rustic and antique moss pots. improved displays and in-store demonstrations to help them make the right product selections. Relaunch of the brand was TAYLOR MASTERS FAUX BOIS ONCE AGAIN accomplished through: GO CONTINENTAL All new Richard Taylor creations spruce up our line. Our French and Italian style ceramics are a fraction of the cost of the originals. A BIG HIT FOR BIG SELLERS Ask about our highly successful Guy Wolff Premium Dealer Program. I Brand positioning ADD A LITTLE CALYPSO TO YOUR MANGO Check out KC's widest selection of wood products yet, featuring the natural finished Mango line and the Calypso hardwood collection. To find a rep in your area or to request a catalog call 888.893.2323 or visit Atlanta • Dallas • Denver • High Point • Las Vegas • Los Angeles • New York • Seattle I Trade advertising campaign To find a rep in your area or to request a catalog call 888.893.2323 or visit Atlanta • Chicago • Dallas • Denver • High Point • Los Angeles • New York • Seattle I Media buying NAPA HOME INSIDE &GARDEN OUT. I Catalog design NAPA HOME INSIDE & GARDEN OUT. 3 2 7 0 S u m m i t R i d g e P a r k w a y, S u i t e 2 4 0 D u l u t h , G A 3 0 0 9 6 - 1 6 1 7 “Craft’s ad campaign featuring KC on the cover with a magazine format has been a massive success. The concept itself was original and brilliant and the execution was outstanding. It achieved two important objectives for Napa. First, it was so different in approach and rich in appearance that everyone in the industry not only saw the ad, they remembered it. Our name recognition has skyrocketed. Secondly, the ad effectively portrayed Napa as representing a superior level of taste NAPA HOME INSIDE &GARDEN OUT. and style. It is exactly the kind of branding for Napa we are striving for. Congratulations and thanks for a job very well done.” Jerry Cunningham Napa Home & Garden 3270 Summit Ridge Parkway, Suite 240 Duluth, GA 30096-1617 Tel: 888.893.2323 • Fax: 770.255.2525 • C R A F T M A R K E T I N G 112 West 20th Street, NY NY 10011
  14. 14. CASE STUDIES RED DOG FURNITURE COMPANY Wood Traditions was on a successful run, having developed a greater product offering and grown both manufacturing resources and distribution channels. They were able to compete in price and high quality to such a degree that they far outgrew their brand name. They had reached a point where they were to the furniture industry what Target is to mass retailers. CHALLENGE Craft needed to refresh the Wood Traditions brand and reposition it with a brand personality that would attract buyers in a memorable and ownable way. SOLUTIONS Craft created the brand Red Dog Furniture to give the company a fresh identity which would project a sense of cool and pay off the company's relevant offerings. The brand relaunch was comprised of: I Logo I Corporate ID I Trade advertising campaign RD_HangTags.pdf 7/20/07 2:28:54 PM I Showroom graphics I Drive to show initiatives I Targeted 3-D direct mailer THIS DOG HAS PLENTY OF NEW TRICKS TO SHOW. I Flash E-catalog I Binder and catalog He s big, red, stands on all fours and won t bite customers where it hurts. This dog has plenty of new tricks to show you at the Las Vegas Market… from nightstands to dressers to "Craft Marketing has helped our company stand out in a crowded field of importers. They listened to us before they being in the dog house doesn t always mean you re in trouble WORLD MARKET CENTER B-1105 began the creative process. Then, we listened to them. They are the marketing experts for our industry. Their service is professional, comprehensive and highly effective. We are doggone happy to be partnered with them." Founders Blvd El Paso TX Tel Fax WON T BITE YOUR WALLE RedDogFurnitureCompany com Jeff Winans _FullPageSpreadAd_3.indd 1 1 Red Dog Furniture Company C R A F T M A R K E T I N G 112 West 20th Street, NY NY 10011
  15. 15. CASE STUDIES PARAGON PICTURE GALLERY Paragon Picture Gallery is a leading seller of framed wall décor and owns the largest image library in the industry. To support their competitive position and ongoing enhancements, Paragon wanted to differentiate their brand A symphony of wall art that and build name recognition. always gets a standing ovation CHALLENGE Craft needed to leverage Paragon's strengths to communicate a superior brand. A solid capable brand, Paragon was in position to elevate its marketing activity to connect with retailers and communicate its fit with a younger audience. Paragon also acquired the Candice Olson license and asked Craft to create communication materials in line with the Candice brand signatures. SOLUTIONS Craft created the following to update the brand: Paragon Where there’s a wall, there’s a way. With more than 2700 pieces to choose I Print advertising Paragon by from, we can make any wall sing. And with our exceptional fill rate and great customer service, you'll never miss a sale - which should be music to your ears. I Where there’s a wall, there’s a way. Brochure for the Candice Olson line I Catalog layout design I Media consulting "Craft's design work has been fabulous. They have worked with us to meet tight deadlines, without sacrificing quality. They are a pleasure to work with." Leslie Bonds Paragon Picture Gallery C R A F T M A R K E T I N G 112 West 20th Street, NY NY 10011
  16. 16. CASE STUDIES IMMORTALIS BOTANICALS [tulipia agemeansnothingtoum] CG Botanicals offers a unique product line of mid- to high-end permanent floral arrangements. So striking in elegance and style, they are more commonly referenced as floral sculptures, with lifelike water and distinct vases. CHALLENGE CG Botanicals needed a new brand name and marketing plan to better reach its target of furniture retailers, interior designers, and specialty stores selling home furnishings. The client wanted to communicate their brand as a maker of art that is both detailed in high taste and has applications for everyday use. SOLUTIONS Craft created a new brand name for this client, synonymous with its proposition: Immortalis Botanicals. We then created a marketing plan to bring the revitalized brand to its greater, targeted audience. Altogether, the brand revitalization was comprised of: I Logo and tagline 41 Lakeside Drive, Farmville, VA 23901 | 4 3 4 - 3 9 1 - 9 9 6 0 | F a x : 4 3 4 - 3 9 1 - 9 9 6 1 w w w. i m m o r t a l i s b o t a n i c a l s . c o m NAPP DEADY SHOWROOM, BLDG 2, #1100 I Corporate ID I Catalog design I Website I Advertising campaign I Photography and production services I Marketing plan focused around Atlanta gift show I New partnership to garner public relations initiatives “I came to Craft with quite a challenge to give my company the branding that would express the uniqueness and high-design aspects of our product and a marketing plan that would drive the buyers to us. The team did both beyond my expectations! Everything from the name, to the logo, to the catalog, to the website, to the marketing and advertising plan was completely on target. And, now, with the launch of Immortalis Botanicals behind us, I can say that the results prove their work was a huge success!” Laurie Burke Immortalis Botanicals C R A F T M A R K E T I N G 112 West 20th Street, NY NY 10011
  17. 17. CATALOG DESIGN C R A F T M A R K E T I N G 112 West 20th Street, NY NY 10011