As the nation’s leading manufacturer and marketer of high-quality window coverings, Hunter Douglas is continually working to maintain brand image through local advertising strategies that benefit the company’s 6,300 closely aligned dealers. Year ‘round, Strategic America (SA) develops turnkey advertising programs to assist the client’s dealers in increasing local advertising penetration. A choice of attractive and easy-to-implement campaign packages provides the dealers with an opportunity to participate in a nationwide program at a local level while they continue to focus on their primary sales objectives.
SA designed a multimedia approach for the campaign and used its unique proprietary local media advertising databases to create a custom-tailored local ad program for the 600 aligned dealers who participated. Each plan offered three separate levels of advertising investment with an increasingly greater level of consumer advertising. The multimedia approach and ease of participation encouraged dealers to take advantage of the campaign as a Hunter Douglas branding opportunity and for the ability to raise local dealer awareness.
The program was completely turnkey from ad customization and production—including the addition of the local dealers’ photo—to ad fulfillment and execution. All final schedules and proofs of final customized ad materials were posted on a dedicated website for dealer review and approval.