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Shouldice Designer Stone marketing strategy
Steve Shouldice

Introduction

Shouldice Designer Stone integrated marketing strategy case study introduction

Shouldice Designer Stone, founded in 1947, is a Canadian-owned manufacturer of a wide range of natural and manufactured stone products. Shouldice is also the owner of the Fusion Stone brand of lightweight stone veneer.

Shouldice Designer Stone integrated marketing strategy case study introduction

The Challenge

Shouldice Designer Stone integrated marketing strategy case study challenge

While we were developing marketing concepts and materials for Fusion Stone Shouldice requested our assistance on a new design for the 80+ page Shouldice Designer Stone product catalogue as well as new print creative.

For the catalogue the client was looking for a design concept and content that would stand out from the “beauty shot” format typically used throughout the industry.

Shouldice requested that we review their existing print advertising creative, currently used for local advertising, and advise them on how to improve it. The key objective was to convey the fact that besides its own products Shouldice sells a wide selection of other products and top stone industry brands. Time was short as a publication deadline was looming.

Shouldice Designer Stone integrated marketing strategy case study challenge

The Solution

Shouldice Designer Stone integrated marketing strategy case study solutions

Following a detailed conversation with the client to fully understand their vision and objectives ErringtonIM took on this challenging assignment with great enthusiasm.

Catalogue

Shouldice Designer Stone marketing strategy - catalogue

We began with an exhaustive audit of the competitive environment including former Shouldice offerings. We also reviewed several out-of-industry materials to accumulate insight and inspiration. Our design team, with reference to the account group, developed several concepts for internal consideration. Once the alternatives were reduced to two, several pages were mocked up to get an idea of how the concepts would translate in situ.

Concurrent with the graphic design effort, we considered multiple copywriting options. The goal was to ensure that language accurately described the products and also conveyed a distinct Shouldice personality and style that would resonate with customers. We retained professional French translation services to ensure all of the copy for the French only version was correct for the important Quebec market.

Along the way we had update meetings with the client to present our thoughts, receive their feedback, and make sure that all aspects of this large, complex project remained on track.

We entered into a dialogue with the client concerning printing options, costs, quality control, timing and distribution. The outcome of these discussions was the selection of ErringtonIM, over the incumbent, to manage all aspects of this print job.

The final product was a distinctive, highly compelling design, complete with beautiful imagery and engaging, aspirational copy.

Shouldice Designer Stone marketing strategy - catalogue

Print Advertising

Shouldice Designer Stone marketing strategy - print advertising

The creative team, following a brainstorm session with the rest of the team, developed several creative options. Two of these were shared with the client and the piece we, for obvious reasons, called Stonehenge was sent to publications in both full page and half page versions.

The headline speaks to the Shouldice heritage in an attention getting and memorable way. The sub head and body copy expands on that to reinforce and specify how Shouldice can satisfy virtually any stone requirement either with its own products or those of other respected manufacturers. The ad concludes with select brand logos to emphasize the quality and range of the Shouldice offering.

Shouldice Designer Stone marketing strategy - print advertising

The Outcome

Shouldice Designer Stone marketing strategy - outcome

Catalogue

The client is thrilled with the result and they report great feedback from across their customer base.

Print Advertising

It is too early to report on specific market results but the client has noted on numerous occasions that our print creative work is a distinct step forward from what they have used in the past.

The Future

Shouldice Designer Stone marketing strategy - future

With the catalogue and print ad projects successfully behind us we are looking forward to the continued development of our marketing relationship with Shouldice Designer Stone.