F
or more than 120 years, American Locker has been committed to providing innovative security solutions for their customers. And even though everyone recognizes their iconic orange keys and their coin-operated lockers, most people don’t recognize the brand responsible for inventing the industry. We’ve changed that.
Research and Insights
To help American Locker regain what time had taken from them, we began our research with our Brand Discovery. We conducted primary and secondary research with their customers, their competition, their brand’s history, and marketplace conditions. We spent days, working in their manufacturing facility, interviewing engineers and staff to learn first hand what goes into making great products. This was followed with an interactive workshop that involved brand stakeholders and product engineers. What we discovered was a community of architects and engineers that are inspired and influenced by innovation. As it happens, American Locker is the very picture of American-style innovation, something we call American Ingenuity.
Creative Solution
Based on our research and Brand Discovery, we knew what story we needed to tell our prospective architects and engineers. What we did next was answer the question of how.
BRAND IDENTITY AND AWARENESS To draw attention to the relevance and vitality of a 120 year old brand, we redesigned the brand’s identity and launched an awareness campaign designed to inform and inspire by creating an appropriate brand with the swagger to compliment their American Ingenuity.
BRAND STORYTELLING. One of the best ways to tell their brand story is through video. So we went on location at their manufacturing facility in Las Vegas to get up close and personal.
INTERNAL AUDIENCE. American Locker is manufactured in the Unites States by people proud of the work they do. We wanted to make sure they knew that we were just as proud of them. So proud in fact that we made them the center of our marketing and created a series of posters to remind them how much they are valued.
TRADE SHOW MARKETING. American Ingenuity is our brand strategy. And it’s the driving force behind our sales message. For American Locker, that message is about people.
SALES COLLATERAL. We designed American Locker’s sales collateral in an oversized postcard format. This allowed us to focus the message on high-level benefits to the customer. Each card included a call to action to go online for more details and product specifications.
EMAIL WELCOME SERIES. Customers that respond to online advertising, search engine marketing and content marketing are converted through the American Locker website, on landing pages that feature lead capture forms. Once a lead is registered, our drip campaign begins with a series of email messages and offers.
WEBSITE. Generating more sales means generating more online sales. We’ve built an e-commerce strategy that makes it easy to transact with American Locker. Live chat and lead capture forms connect customers and prospects directly with American Locker sales personnel.
Outcomes
Our campaign introduced the idea of increased revenues to engineers and architects by offering new services available through our innovative products. Advertising and email drove traffic to product pages on the American Locker website where managers could review product information and request a quote for specific product solutions. In the first month of the campaign, we increased the number of Requests for Quotes by 235%.