Time for an upgrade.
After the acquisition of another renovation business, Ferguson recognized the need to improve its marketing of said renovation capabilities.
Instead of targeting homeowners, however, Ferguson targets motels, hotels, and multifamily communities. We needed to advertise and sell its full-scale, quasi-customizable renovation packages while positioning the business as an industry leader.
Of course, they came to the in-house creative team for their own renovation of sorts: A total rejuvenation of the team’s marketing materials, including emails, a print and digital lookbook, a landing page for lead generation, and digital ads for media placement.
I worked with designers and our small team of copywriters to develop a campaign messaging strategy that aligned with the needs of the business — ultimately producing a campaign that met and exceeded the business’s expectations.
Now, thanks to our creative efforts and the group’s capabilities, property managers across the country turn to Ferguson for renovation innovation.
Taking it a step further.
As part of Ferguson’s annual (or bi-annual) “Pitch Day” — an event where associates from varying departments could present ideas for marketing plans — I developed another component for the group’s future renovation-centric marketing efforts: a virtual walkthrough.
