THE SITUATION

With goals of being a nationally recognized brand and expanding to a younger audience, Marygrove Awnings knew they needed to start at the bottom with the brand positioning. With partnership Element 5, we became fully immersed in the Marygrove world ultimately recommending a shift from a product-focused brand to a life style brand.

THE WORK WE DID

• Took a 50+ year brand that was product-focused, and created a lifestyle brand. We took the focus away from the product and instead highlighted all the moments that happen under the awning.

• Facilitated a 6-hour workshop with the leadership team and sales team where we undiscovered current challenges in all departments, opportunities and threats in the industry, established new core values, and defined brand personality.

• Brand Management of the new visual identity, photoshoot, video shoot, and other brand elements.

• Revamp the customer facing brochure, the key sales tool used in the buyers journey.

• Reviewed every stage of the customer journey from acquisition to retention, and filled the gaps with on-brand recommendation for enhancement. Specifically we created a referral program strategy focusing on the post-purchase experience.

• Created a brand promise, “Life. Outside.”, which is also used as their tagline.

THE IMPACT OF THE WORK

• Fully integrated brand launch strategy including a new website, and launch campaign that happened simultaneously.

• Commercial development including storyboarding and creative direction.

• Their brand essence is driven by the “Life. Outside.” promise and shifted how they communicate in every customer touch point.

CLIENT SUCCESS

• A successful brand launch and the Detroit Thanksgiving Day Parade with positive reception from the community and customers.

• Noticeable increase in awning purchases when sales team used lifestyle language, talking more about the events that happen under the awning rather than the product features.