Flooring Solutions
Setting the Stage
In 2024, a former client reached out and asked me to help him out with marketing. The turnaround was tight and before we could begin marketing activities, we needed to set some foundations in messaging and branding. The ask was big and the timeline tight.
The Ask
My client needed to initiate marketing to create awareness for his products and support his sales team in their hunting efforts. The products are for floor installation and customers could be either commercial or residential. With little to no marketing foundations established, my client needed to get his brand identity, customer segments, and products aligned before marketing could begin.
Let’s dig in.
Challenge
Building from scratch. From product categories and customer segmentation to branding and messaging we needed to build for scale.
My client’s products were in high demand and increasing. This means we were already behind.
The sales team needed collateral to help deliver the message, and they needed it fast.
Branding, messaging and content for targeted segments was essential and we only had six months. Every single day was an opportunity cost.
Approach / Solution
I immediately got to work road mapping a six-month plan to get branding, messaging, and marketing up and running. We would take a phased approach, dripping essential content out while building and learning. We worked in two-week sprints so we could work fast and iterate faster. Ultimately, I would build the brand and then hand it off to in-house staff to build upon.
Final Deliverables
Brand Design Guide
Templates for flyers, ads, social media and tradeshow banners
Brand and product messaging
Audience research and segmentation
Content Design | Print
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Content Design | Print •
The Content
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Flyers
Building to scale, I organized content in three categories: customer segments, products, and company branding. I created content that could be used as templates for digital or print. Leaving detailed documentation on how to edit, manage, and maintain the content as it expands was critical for the brand.
Customer Segment Series
Product Series
Branding series
Social Media
For consistency, we took the same approach for social media. I modeled for LinkedIn, but left best practices for posting similar content on Facebook and Instagram. I included a quick start for paid social for expansion and growth.
Customer Segment Series
Product Series
Branding series
Tradeshow Banners
Tradeshow banners were created according to products and branding. Because banners are high-cost print materials, I recommended my client design and print customer segment banners as marketing evolves and becomes more targeted.
