Case-study -

Marketing, branding, advertising, social media, and public relations for building products


Client: Innovative Hearth Products (IHP)

Products: High-end fireplaces, fireplace systems, decorative home heating stoves, fireplace inserts, and related accessories

Objective: Managing and facilitating a variety of brand and product launches, public / media relations strategies, advertising campaigns, speaking events, and social media campaigns to grow brand cognizance about one of the United States’ premier commercial interior design, architecture and engineering firms among its clientele, construction owners, developers, media members, and the firm’s mainstream marketplaces.

Results: When the management of IHP acquired the former Lenox Fireplaces and Stoves company, they were faced with launching a new IHP umbrella company and developing three primary brands to incorporate and market hundreds of products to numerous business-to-business customers and business-to-consumer customers. To undertake the related effort, they turned to Eberly & Collard Public Relations given the PR firm’s specialization in integrated marketing and publicity for building envelope products, supplemental building products, architectural element products, as well as for the designers, builder and architects who specify such products.

A dedicated building product PR / creative team at Eberly & Collard Public Relations conducted a S.W.O.T. analysis and branding audit for an with IHP to uncover the ways in which the manufacturers’ product categories should be marketed to the company’s multi-faceted audience. The studies revealed critical information about the strengths, weaknesses, opportunities and threats affecting current as well as future sales and marketing successes. Also paramount to creative planning, the branding audit implemented by Eberly & Collard Public Relations exposed marketplace purchasing behaviors and perceptions within the product categories and across IHP’s competitive intelligence.

The research and planning by Eberly & Collard Public Relations placed marketing concentration upon hearth product retailers / dealers, architects, landscape designers, interior designers, builders, remodelers, and other specifiers.

Execution involved the launch of three new brands, each rife with building / design / architecture products (under the auspices of a company acquisition); development of advertising schedules and native ads; nurturing and generating press coverage in all applicable specifier, builder, architect, and design industries to shape brand knowledge and preference on the part of design-build specifiers; creating consumer interest in IHP’s products / brands through select media coverage and social / digital media content.

The PR team provided consultative services to enact strategic approaches and implement tactical campaigns for advancing IHP’s new branding programs, brand standards development, and via ongoing growth support for the three new brands. Content marketing and converged media were enacted to accomplish full-scope integrated marketing and communicate IHP’s capabilities, brands, products, case-studies, logos, brand messages, advertising, and a list of predetermined product unique selling propositions to essential markets.

The yield was exponentially year-over-year competitive brand augmentation for IHP with expressed brand loyalty on the parts of trade and consumer customers.



 
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