Closet Dimensions
A New Identity and Direction for a New Owner
Handled correctly, an image update can bring a company to a new level of effectiveness and focus it for future growth and
prosperity. Situation
Closet Dimensions, a company providing personalized storage systems for every area of the home, had recently been purchased. The new owner
wanted to expand the business and bring its promotional efforts to a higher level of professionalism and quality. She needed a marketing consultant with the know- how and contacts to
roll out a successful marketing program quickly and effectively. Solution
K. Anderson Marketing Inc. was chosen for the job and given the immediate task of updating Closet
Dimensions' home-spun marketing programs. Top-of-mind was the need to move from an outdated marketing approach into a professional operation that still maintained the personal
touch. In the process, Kim developed a fresh identity for the company to help it sustain business while also differentiating it from a wide field of competitors with similar-sounding
names.In a matter of days, Kim assembled a top-notch team to handle the project, and developed a strategy for completing the project deliverables from concept to delivery in only eight
weeks. Through a market assessment, Kim saw an opportunity to enliven Closet Dimensions' image and differentiate the company from its competitors through a campaign that focused on the
people who use the customized storage solutions. The brochure was revamped with new photographs and an emphasis on satisfying the needs of individuals. A new "What's In Your
Closet?" direct mail and advertising campaign highlighted customers' varied interests and storage needs. The slogan Kim created, "For Every Dimension Of Your Life,"
further reinforced the corporate name and positioning on all materials. Under Kim's guidance, the team created a new, more modern corporate logo that could be transferred to all
company divisions. A new personality emerged - one that was fun, professional and
strategically appropriate. The materials passed the most rigorous test of a program's success - they received rave reviews from the company's sales and design team who would use them
day in and day out to sell the customized closet systems. |
