Florence Manufacturing is the leading manufacturer of cluster mailboxes for residential and commercial developments. One of its key audiences are architects, who include product specifications as part of their designs. Florence wanted to increase the percentage of architects who specify Florence mailboxes in their construction documents.
Integrated Marketing Campaign
Our research indicated that architects prefer to learn about products through one-on-one interactions and online information, so we focused our campaign strategy on these two methods.
To represent Florence as the “alpha dog” in their industry, we chose a Siberian Husky for the creative. The dog’s intense blue eyes drew attention to what some may argue is a rather unsexy product—cluster mailboxes.
As part of the campaign, we created:
- Digital ads for Facebook
- A website landing page for an online Architect Toolkit
- Coordinating materials, including a brochure, idea book, and notecard
- Print ad
- Email newsletter
We implemented Facebook’s lookalike targeting and content marketing efforts to direct traffic to the online toolkit. Print collateral was used during meet-and-greets, as well as for personalized follow-up. The ad ran in Architectural Products during the campaign.
Analytics showed the campaign dramatically increased social referral traffic to the Florence website each time it was activated, as much as doubling visits from social media, helping to build awareness and professional relationships.
- Hermes Creative Awards (Platinum)
- Communicator Awards (Distinction)