Roatan Mahogany Millwork
goal: Launching new brand and building sales
challenge: This company manufactures and installs solid mahogany wood doors, windows and millwork. They needed to create a brand identity that spoke of old-world craftsmanship and timeless quality to give credence to their new company.
insight: Upscale architects and interior designers demand the highest quality materials, and are more concerned with aesthetics and reputation than price, making them wary of a “newcomer” in the industry.
strategy: A campaign of distinctive 4c ads placed in trade publications such as “South Florida Architecture”, “Florida Construction News”, and “Florida Design” was coupled with a direct-mail package to local architects and contractors. All collateral such as stationery, sales brochures and catalogs as well as the website were designed to maintain the high-end look and reinforce brand recognition.
results: Roatan hit the ground running, receiving hundreds of new sales calls within the first few months after the campaign was launched. In 2002 sales went up almost 700% and in 2003, sales went up by 470%. Today, Roatan advertises nationally and its products are sold through national distributors.
