Sealy’s new Optimum line is a departure from their well-known innerspring products in terms of the gel memory foam technology and distinctive style. We were asked to create photography, collateral and POS materials that expressed the brand’s unique personality and made it easy to communicate the product story.

Solution:

The finished retail and collateral pieces featured a consistent look with cool visual cues and our fashion-inspired photography, setting the stage for the coolest mattress story we’ve ever told. We also worked with a production partner to create, engineer and produce thousands of headboard displays that combine powder-coated steel, laminated plexi and LED lighting for a coolly eye-catching presence on the retail floor.

Stearns & Foster tapped Bluezoom to develop all in-store communications for the latest product launch. The new point-of-sale communications needed to convey the luxury and quality originally associated with the brand and make sales, retail and consumer audiences believe in the brand’s positioning. The challenge was heightened by the need to rise above the clutter in most mattress retail environments.

Solution:

Our immersion in all aspects of the relaunch, from product development to the communications strategy, helped us develop photography, video and retail communications that hit the strategic sweet spot – conveying innovation, craftsmanship and luxury visually, and clearly articulating the product differentiation in language the consumer could understand and trust.

The imagery and point-of-sale materials evoke the sensory cues that research identified as most important to the target audience, who is seeking products that deliver on the promise of timeless and lasting luxury.

Wrangler was competing for product placement in the denim department at Target. When Target decided to rebrand that department with more prominent and current graphics, Wrangler threw their hat in the ring, tapping Bluezoom for ideas.

Solution:

Bluezoom worked with Wrangler to create new graphics for Target displaying their denim brands front and center in a simple and impactful way. Our imagery highlighted rich textures and clean lines rather than lifestyle photos. The back wall signage was supported with shelf talkers, hanging signs and floor decals.

Target loved the designs and used the concept nationally in both the men and women’s denim departments. Even more importantly, they awarded Wrangler more shelf space and a greater presence on their floors.

The Wake Forest Master of Arts (MA) in Management is a ten-month program specifically designed for recent liberal arts, sciences or engineering graduates. Since it’s a relatively new program and there are very few like it, the client asked us to promote it to prospective students using non-traditional tactics.

Solution:

We redesigned and redeveloped the program-specific web site and created a buzz campaign that was launched at six different universities. The buzz campaign included several unique elements like the custom-fabricated “Opportunity Knocks” door, a series of 7’ standees, and a coaster program implemented both on and off-campus. We tied promotional giveaways to program graduates who now work in corporate jobs for those product manufacturers.

We didn’t have awareness metrics going in to the campaign, but we did have site traffic data. By analyzing traffic to the relaunched site before, during and after the campaign, and adding digital tracking elements to each piece produced, we measured a 505% increase in site traffic during the campaign.

VF Jeanswear asked us to create, build and install a brand signage system for the main lobby of their corporate headquarters. They wanted the system to be affordable, impactful and easy to update while also lightweight enough to hang safely and securely on their lobby wall.

Solution:

We designed the signage as a piece of art, using a mixed media approach that incorporated copper, metal and denim. Because the fixture needed to be crafted from lightweight materials that wouldn’t age or fingerprint, we partnered with a special effects artist who was able to create the identical look of aged copper and metal using a composite material.

To address the changeability of brand logos and fashion images, we developed a user-friendly standoff hardware system that allows VF to easily update the imagery as needed.

The lobby signage was so well received that they asked us to develop branded signage for other common areas in the building, including mobile display/storage units for their conference rooms and lobby signage for other regional locations.

As the nation’s leading lawn care provider, TruGreen went into their brand relaunch from a position of strength. Their focus was more on clarifying and communicating the future vision for the brand than differentiation from their competitors. But myriad mergers and acquisitions in multiple markets had created a recipe for inconsistent communications, and some locations still used the combined TruGreen-Chemlawn brand from their branch signage to their service trucks.

TruGreen called us to bring a fresh perspective to their positioning work. Our assignment was to help bring their vision to life through consumer-facing brand voice and brand messaging development, and to help them relaunch the brand to internal audiences ranging from corporate employees to branches across the country.

Solution:

Our work was based on both customer insights and the internal vision for the brand. We developed a presentation to “sell” the rebranding initiative internally at TruGreen’s annual meeting, rallying the company around the updated brand and all that it stood for. Once the new positioning was kicked off at the annual meeting, the new brand needed was unveiled to every employee at every one of the 250 branches nationwide through Branch Update Kits.

The effect of the rebranding effort was immediate, internally and externally. The presentation was so well received that one excerpt from it now hangs on the wall at the corporate headquarters and in TruGreen branches across the country. The Branch Update Kits we developed helped every location refresh their space, get their internal communications up-to-date, and make them feel more involved in the national effort. Employees at the branch level loved the updated materials and worked overtime to help change their workspace to reflect “the new TruGreen”. Several employees were so excited that they submitted photos of their updated branch offices to the marketing team in Memphis to show off the results.

With more communities going behind gates, opportunities for neighborhood marketing are shrinking. TruGreen decided to test mall kiosks as a new inquiry channel and tapped Bluezoom as the creative partner for the initiative. We worked with the marketing team, operations team and various external partners to design the program, the shopping experience and the kiosk itself.

Solution:

Though we had several attention getting and engaging ideas (including everything from an indoor lawn playground to weed wonderland), we recommended a modified help desk concept. After all, current customers were just as likely as prospects to stop at the kiosk. This insight impacted operational decisions as well, ensuring that reps could manage existing accounts as easily as setting up new ones.

In addition to the kiosk itself, we recommended and designed ‘product boxes’ for each TruGreen service to enhance the purchase experience (particularly for new customers purchasing the service as a gift).

Market demand and the lack of credible online rating sites for doctors galvanized Medical Justice to develop a new service that specifically focuses on helping doctors manage their digital presence and promote their practice online. They engaged Bluezoom to name and brand this specialized reputation management service.

Solution:

Research showed that unsatisfied patients are more likely to post reviews and comments (often anonymous) online. So Medical Justice designed their service to do more than track and respond to ratings and comments made by patients; it also helps medical professionals increase the number of verified patient reviews online in order to achieve critical mass, thereby increasing the likelihood that their ratings footprint will be fair and well-rounded.

Using the positive and proactive elements of the service as inspiration, we named and branded the new service eMerit. We then developed a tagline that also serves as a framework for the selling story—Monitor. Respond. Promote.—so the sales team can quickly explain the services and their value to prospects.

In conjunction with the eMerit brand development, Bluezoom created multiple collateral pieces, sales presentations, a service-specific website, tradeshow signage, ad banners, direct mail and other support materials.

Riders By Lee wanted to breathe new life into their marketing campaign overview piece, a primary touch-point with potential buyers each season. The format for this key sell-in piece had to be fresh and eye-catching, while still stylish and elegant, keeping in line with the tone of the Riders brand.

Solution:

Bluezoom developed an all-in-one package with comprehensive information on upcoming marketing efforts for the brand, including new product information, media buys, sample ads, press releases and a DVD of the new televisions spots. The kit also included an autographed photo of Stacy London (Riders By Lee spokesperson) that was personalized for each buyer. The kits were bound with grommets and hand-tied ribbons and were delivered in personalized envelopes at face-to-face meetings with the buyers.

TruGreen sales channels are ever evolving to maximize efficiency and effectiveness. Direct mail and inquiry print remain key drivers of customer acquisition. When the creative for those channels wasn’t communicating the brand promise visually or in copy, the client gave us the opportunity to pitch for the business… then awarded it to us.

Solution:

Customer insights and positioning work inspired us to use imagery that showed people enjoying their lawns—but not too descriptively. In other words, images in which they could see themselves. We crafted copy that was consistent with the brand voice, focused the communication on the benefits of TruGreen service, and incorporated our aptly named “TruStories” – true customer testimonials submitted online. We also employed DM best practices to recommend impactful but efficient formats, clear organization of information and differentiation between messages (ie, offers vs. benefits).

The redesigned direct mail and inquiry print delivered outstanding results in service activations and in consumer research. In fact, the DM and inquiry pieces we created outscored the prior pieces at every measure. Innovations included a scented postcard (engaging prospects beyond the visual of a healthy, green lawn) and new formats that increased “share of mailbox” without breaking the budget.