Case-study -

Furniture and accessories branding / public relations / advertising

Company: Kolo Collection

Challenge: To launch the company’s various furniture lines and collections under a new umbrella brand name, develop awareness of a new showroom in the Southeast, generate interest on the parts of interior / landscape designer trade professionals and consumers, and drive interest on the part of the media to cover the products and showroom.

Strategy / Program Plan: A high-level and fast-moving concept that emphasized the premium characteristics of the furniture and accessory lines as well as the interior and landscape design expertise of the company owners / personnel. The concept took shape through a unified and timed public / media relations and advertising campaign developed and managed by Eberly & Collard Public Relations.

In order to reach interior designers, landscape designers / architects and consumers throughout the Southeast, the firm began by assessing the product lines available through Kolo Collection. Since the furniture and accessories were of superior status and known individually for their quality, the program plan and campaigns were focused to bring attention to the many product traits in sync with the overarching product availability through the showroom. Media kit materials were written to highlight the furniture, the collections’ brand-strengths, and numerous ways in which the furniture and accessories could beautify interior and exterior spaces. Brand standards and publicity were based upon the collaboration of such well-known lines as Brown Jordan, Janus et Cie, Les Jardins, and others.

The firm also worked closely with the owners of Kolo Collection to broaden interior and landscape design professionals’ understanding of the company’s related design assistance capabilities. With a design portfolio and media materials in place, the action of communicating the showroom’s total offer of premium furniture and accessories – aligned with design services – became the norm. In addition, a secondary aspect of the plan included research that led to speaking engagements for the owner and events hosted by the company for landscape architects. As a result, consumers and designers from various locations in the region became aware of the showroom and all it had to offer. In a tandem approach, Eberly & Collard Public Relations submitted the press information and photos to members of the media, and contacted them to explain the media kit contents.

Results: Though there were numerous media coverage opportunities, a few notables included receiving Atlantamagazine’s “Best New Outdoor Furniture” award early-on in the process, a full feature story in the national designer-based trade magazine Casual Living, a photo shoot and feature story with Southern Accents magazine, and positive furniture product reviews by the Atlanta Journal Constitution and Homes & Lifestyles magazine.

To exist and function aside media relations services and publicity results, Eberly & Collard Public Relations planned a long-term advertising campaign to promote the showroom and its multiple branded products. Consulting with the company’s owner and graphics specialist on design concepts and ad copy, Eberly & Collard Public Relations developed a schedule of print advertisements based upon key magazine issues and newspaper editions. Placement and tracking of the ads were accomplished by the firm as well to ensure negotiated ad-buy discounts (of up to 40%) were implemented accurately by the involved media channels. The combination of discounted promotional campaigns, well-planned public / media relations plans, and the innovation of the showroom owners gave way to the long-time success of the company.

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