Integrated Communication Plan for Walker Display Inc.

Prepared with assistance from the UMD Center for Economic Development, the Labovitz School of Business and Economics, and the School of Fine Arts.

Thank You

We would like to sincerely thank Keith Hildebrandt, Jason Holmgren, and Walker Display Inc. for allowing us to take the concepts and ideas learned in the classroom and apply them to a real-world situation for real-world experience.

We would also like to thank Jim Vileta, our business librarian, as he helped us with discovering significant secondary data.

Zach AllenAshlee Finn-BruhnAxel RosarAmanda AlthoffKara Saemann

Zach Allen Ashlee Finn-Bruhn Axel Rosar Amanda Althoff Kara Saemann

Presentation

About

Presentation:Monday, December 9th, 2013, 12:30pm

Student to Business InitiativeFall 2013Labovitz School of Business and EconomicsUniversity of Minnesota Duluth

Walker Display Incorporated

Presented by:Zach AllenAshlee Finn-BruhnAxel RosarAmanda Althoff (Graphic Design) Kara Saemann (Graphic Design)

3

Company Overview 5

Executive Summary 6 --What is an IMC?

Situation Analysis 7

Objectives 13

Brand Character and Tone 15

Positioning and Market Segmentation 17

Target Audience and Key Customer Insights 18

Key Messages 27

Communication Strategies 29

Recommendations and Tactics 30

Table of Contents

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Walker Display Incorporated

Walker Display Inc. is a manufacturer and dealer of art display systems that allow cus-tomers to stylishly display their art and also gives them the freedom to easily move their pieces around. The company was established in 1966 and has sold countless hanging systems worldwide in that nearly fifty year run. During the early years of production, they were known as Walker Systems and they focused on creat-ing their art display system while increasing their product line to include wall hanging systems and eventually to the current line of exhibit systems. During the past twenty years, ownership of Walker Systems was transferred to Damar Company and the name was changed to Walker Display Inc., and as recently as 2012, Damar Company transferred ownership to the current owners, Charis Acquisition Inc. Products are manufactured in house and shipped to all 50 states, Canada, Europe and the Middle East.

Company Overview

5

Intro

What is an IMC?

The general purpose of this marketing com-munications plan for Walker Display Inc. is to increase sales of new customers to over 50% of their customer base. We want to increase brand awareness and loyalty as well as dif-ferentiate their products from competitors by rebranding their logo, redesigning their website, catalog, and social media platforms.

First, we will focus on Walker Display’s internal/external strengths and weaknesses to address business and communication objec-tives. We want to give Walker Display a face-lift so customers view the brand on par with their products. By positioning Walker Display to differentiate them from their competitors through market segmentation, we hope to discover new markets as well as refine current ones. Finally, we will provide an implementa-tion schedule for our recommendations as well as the budget required to accompany these proposals.

Integrated Marketing Communications is an approach to brand management where the goal is to make all aspects of marketing communications such as: advertising, sales promotion, public relations, direct marketing, personal selling, online participation and social media work together as a unified force, to create a seamless and cost effective experience for the client.

Executive Summary

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External factors

Walker Display Inc. is a B2B (business to business) business that targets industries such as universities and schools, museums, and interior design firms, are a few of Walker Display’s top buyers. Walker Display’s ideal customer is buying simplicity, subtlety, and convenience while using Walker Display’s hanging system to showcase their art. Customers buy from a particular brand because of the value, quality, and style they find in comparison to its competitors. People buy from Walker Display because they have high quality products, excellent customer service, produce all products in the USA, and are versatile and minimalistic.

Customers tend to purchase from Walker Display in the first and second quarter of the calendar year. Walker Display product purchase cycle is dependent on the ultimate consumer’s penchant for change including: potential seasonality adjustments, modernization, or renovation.

Situational Analysis

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Competitive Analysis

Direct competitors of Walker Display Inc. include:

These competitors use similar communication strategies to Walker Display by actively par-ticipating on social media platforms such as, Facebook, Twitter, Pinterest, YouTube, LinkedIn, Google+, and blogs. They also have utilized Google AdWords to increase their reach and become more prevalent on the web. Each of Walker Display’s competitors convey a similar mes-sage to their consumers; this message consists of informing consumers about hanging art display systems that are simple to use and prevent holes in walls.

Indirect competitors of Walker Display Inc. include 3M and traditional methods of picture hanging. 3M offers a wide variety of inexpensive art hanging solutions and the traditional solu-tion to hanging pictures and art work is simply using a hammer and a nail.


AS Hanging (http://www.ashanging.com)Gallery System Art Displays (http://gallerysystem.com)Systematic Art LLC (http://www.systematicart.com)

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Internal Factors

Previous promotional objectives of Walker Display targeted new cus-tomers and focused on retaining old ones. Previously, Walker Display determined their promotional budget to be six to seven percent of gross sales, which typically ranged from $60,000 - $70,000 annually. This budget was spent on placing print advertisements into 7-10 trade magazines, sending paper catalogs to professional architects every 14 days, as well as sending printed postcards to promote a 20% off sale that occurred bi-annually.

After a change in ownership in 2012, Walker Display limited its promotional budget to its current total of 21,196.16. This budget is divided between Google AdWords, magazine advertisements, post-cards, catalogs, sales, Better Business Bureau endorsement, and website updates and fees.


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Strengths

Walker Display provides a high quality prod-uct and exceptional customer service. Walker Display allows its customers to choose from a variety of durable, high quality aluminum or wood moldings, rod sleeves, vertical rods, hooks and holders - all designed to save walls and to showcase the artwork, rather than the hanging system. Unique selling points to Walker Display’s product include the fact that all components are manufactured at Walker Display’s warehouse, located in Duluth, Minnesota. Walker Display also prides itself in having exceptional customer service. All calls and inquiries are directed to their business and all concerns are addressed by competent staff.


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Weaknesses

Walker Display is weak in the following areas: brand image, social media participation, and visual support. Of Walker Display’s current promotional mix, the company has no way of measuring its results or sales resulting from its advertising campaign. Walker Display’s social media platforms are inconsistent in visual support and content. The pictures included display the current state of Walker Display’s online presence.


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Communication

Increase awareness among potential cli-ents by focusing on direct marketing and providing high quality perceived value by revamping Walker Display’s website to provide stronger visual support, to improve the functionality of e-commerce, and to increase overall web traffic. We would also like to update Walker Display’s social media presence, which engages both prospects and existing buyers to keep them interested in and loyal to the company. Lastly, we want to redesign the catalog to make it more visually appealing and easier to read.

Walker Display is going to build awareness among new customers, by “creating interest-ing, informative, and entertaining content, optimized and distributed across online channels so it can be found by prospective buyers”. Walker is going to build and create interest by using inbound marketing, which is the process of helping potential custom-ers find your company and turning that early awareness into brand preference. People are also more likely to trust and buy from a com-pany they have a relationship with.

Objectives

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The Original Wall Hanging System

Life is all about change, and so are we when it comes to art presentation. The Walker system frees you to explore all options. No-More-Holes allows you to rearrange artwork with ease and

speed. Embrace change.

molding

sleeve

rod/cable

holder/hook

Business

We would like to increase the company’s sales by targeting new customers and maintain-ing contact with current customers. Walker Display Inc. would like to improve their number of annual new customers to over 50% of their customer base.

Objectives

New customers: 50% of total customers

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Based on first impressions, Walker Display’s brand is outdated and unclear. Their web-site and catalog appear strikingly drab and the overuse of gray, white, and, beige tones presents a lackluster personality. On top of the color tones, Walker’s website is not user friendly and both the website and catalog appear disorganized and cluttered. In addition, their colorless schemes and lack of involve-ment negatively impacts their social media presence.

Since Walker’s products are viewed as modern and high quality, their current brand charac-ter presents incongruence. Because Walker’s products are perceived highly, we would like their brand to convey the same message. To combat their incongruent messages, Walker needs their brand character to complement the message of their products. To achieve this, we suggest that Walker implement a new color palette throughout all of their promo-tional tools, redesign their website and catalog layout, and update and maintain an active social media presence.

Brand character and tone

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Systems

T h e O r i g i n a l Wa l l H a n g i n g S y s t e m

P i c t u r e H a n g i n gS y s t e m

Te x t i l eS y s t e m

A c r y l l i cS y s t e m

E x h i b i tS y s t e m

[email protected]

(800) 234-7614

How it works Shop Products gallery contact

Since opening its doors in 1966, Walker Display has provided an outlet for artists and art enthusiasts to tastefully present their work. Walker Display offers the original hanging display system, which provides their clients with a subtle, minimalistic way to fashion picture perfect exhibits while at the same time minimizing damage to walls. Along with providing their time-tested display system, Walker continuously strives to meet growing customer needs and expectations by offering new, refined, and innovative products; Walker Display manufactures all of these products in house, in Duluth, MN. Walker Display also prides itself in having exceptional customer service and all calls, questions, and inquiries are directed to their business addressed by competent staff.

Positioning and marketing segmentation

Walker Display promises to value each cus-tomer and to provide high quality products with every purchase. Customer testimonials, as well as a nearly half-century of sustained busi-ness can vouch for the adaptability, durability, and efficiency of both Walker Display and its picture hanging system.

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Customers are able to purchase directly from Walker Display through mail orders and catalogs, through direct inquiries, and via the internet. Through our research, we identified the target audience of Walker Display and categorized them by percentage of sales based on individual industries, we identified the purchasing decision makers in each industry, and which states comprise the highest percentage of sales. Based on research from Reference USA databases, we found specific states that contain the highest density of our target industries.

Target Audience and key Customer insights

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Art Dealers and Galleries

We discovered a total of 27,738 businesses in the United States classified as Art Dealers (Wholesale) and Art Galleries and Dealers. This industry was found to be 19.7% of Walker Display’s total sales for the year of 2012. We identified the gallery directors and gal-lery managers as the purchasing decision maker. Of these 27,738 total businesses, 2,735 reported to have registered emails with Reference USA which can be purchased for a direct email marketing campaign.

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Schools, Universities, and College Academics

We discovered a total of 28,345 businesses in the United States classified as Universities, schools, and academic colleges. This industry was found to be 18.1% of Walker Display’s total sales for the year of 2012. We identified presidents, art or other teachers, and student groups as the purchasing decision makers. Of these 28,345 total businesses, 3,855 reported to have registered emails with Reference USA which can be purchased for a direct email marketing campaign.

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Institutional and Public Libraries

We discovered a total of 25,231 businesses in the United States classified as Libraries (Institutional and Public). This industry was found to be 8.3% of Walker Display’s total sales for the year of 2012. We identified the Library Manager or Library Director as the purchasing decision makers. Of these 25,231 total businesses, 4,005 reported to have reg-istered emails with Reference USA which can be purchased for a direct email marketing campaign.

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Museums

We discovered a total of 16,243 businesses in the United States classified as Museums. This industry was found to be 3.7% of Walker Display’s total sales for the year of 2012. We identi-fied the Head Curator as the purchasing decision maker. Of these 16,243 total businesses, 2,014 reported to have registered emails with Reference USA which can be purchased for a direct email marketing campaign.

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Buildings - Interior Design Firms

Based on information received from Walker Display, the category “Buildings” comprises 19.9% of total sales. This category consists of interior designers, restaurants, coffee shops, malls, auto dealers, sports facilities, and office buildings. We found interior designers to represent the majority of this category. We discovered a total of 38,851 businesses in the United States classified as interior design firms. We identified the project manager and project consultant as the purchasing decision makers. Of these 38,851 total businesses, 3,261 reported to have registered emails with Reference USA which can be purchased for a direct email marketing campaign.

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Tattoo and Body Piercing Parlors

We discovered a total of 12,844 businesses in the United States classified as Tattoo and Body Piercing Parlors. Walker Display could benefit from marketing toward these businesses because it is a highly visual industry. Many business locations have artist designs hanging in the interior of the building to show the artist’s style of work.

This industry was found to be 0% of Walker Display’s total sales for the year of 2012. We identi-fied the Owner, tenant, and facility manager as the purchasing decision makers. Of these 12,844

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TARGET AUDIENCE5 Top States

Based on Walker Display’s yearend sales report for 2012, we have identified the top five states in terms of total sales. These states are New York, Minnesota, Florida, California, and Texas. In these states, we identified the total number of businesses in each of Walker Display’s target industries.

Table Key:

Art Dealers and Galleries

Museums

Interior Design Firms

Schools-Universities and College Academic

Libraries-Institutional and Public

1. New York

766 2,699 1,297 2,752 1,918 1,696

Annual Sales: $78,358.378.48% of total annual sales

Tattoo and Body Piercing Shops

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2. Florida 3. Minnesota

4. California 5. Texas


935 2,067 596 3,416 1,387 867


166 469 313 579 554 563


1,480 3,798 1,432 5,429 2,607 1,901


836 2,235 1,396 3,017 1,580 1,35126

Key Messages

Walker Display’s consumer centric attitude stands testament to the high value they place on their customers and the quality associated with each product. Walker Display desires each customer to view their products as user-friendly, durable, and adaptable, while placing an emphasis on the fact that each component is made in the USA.

The process we used to develop our key mes-sages consisted of conducting multiple inter-views with Walker Display, taking an objective look at the information we received, conduct-ing secondary research on market preferences, and taking into account customer testimonials.

Customer Value

Made in the

USa27

High Quality Products

User Friendly

Durable

Adaptable

Highly Valued Customers

Feedback

Social Media

Friendly Relationships

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Communication Strategies

Attract Traffic

Walker Display will create valuable content on their new and improved website which will aid in attracting leads. This will be optimized through social media; currently, 75% of consumers use social media in some format to learn about prod-ucts or services. Walker Display will also increase website traffic by engaging in search engine optimization (SEO) by implementing ideal keywords on its website. Search engine market-ing (SEM) will be applied through the optimiza-tion of Google AdWords. Walker Display will also take part in the Uptown Art Fair in August of 2014 that will attract approximately 400,000 people. The Uptown Art Fair is the second larg-est attended event in Minnesota; sponsoring the event will increase Walker Display’s reach amongst ideal demographics.

Capture Leads

Walker Display will capture leads by entic-ing potential customers to opt in to their email marketing list with special offers such as inviting them to “like” and “share” their Facebook page for a chance to win a $100 gift card. Potential customers may also opt in when they find blog content engaging and valuable to their needs.

Nurture Prospects

Walker Display will nurture prospects by sending personable emails, engaging follow-ers on social media platforms, and writing captivating content.

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Convert Sales

Deliver and satisfy

Get Referrals

Walker Display will convert sales through incentives, such as the monthly $100 gift card on their Facebook page. Walker Display currently converts sales by providing an online shopping cart and offering a physical catalog, at which point gives them a chance to upsell their customers.

Walker Display promises to provide a consis-tent experience; they will do this by continu-ally delivering high quality products that keep their customers satisfied. Walker’s warm, friendly, and accommodating customer service is a competitive advantage that will create a positive experience for their customers. This warm and friendly experience will lead to repeat business and referrals.

By creating a positive and memorable experi-ence, customers are more likely to be satis-fied and share their favorable encounter with others. Rewarding customers for their endorsements with a heartfelt thank you is a sure way to invite referrals.

Thank YouCome Again!

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Recommendations and tacticsRevamp of Social Media Platforms

Objective addressed: Increase social media participation Total Cost: Included in intern budget Idea behind Revamp: We want to update Walker Display’s social media platforms to stay current, make them more visually appealing, create interest, and inform potential customers. Why it will work: Revamping Walker’s social media platforms will help in creating lasting first impressions which can help drive sales and nur-ture, grow, and maintain relationships.

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Facebook:

Before after

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Twitter:

Before after

Rebranding of Logo and Tagline

Objective addressed: Improving visual support to match product quality Total Cost: $0Idea behind Promotion: Since the logo and tagline are considered to be the face a company, rebranding these for Walker Display will lead to better first impressions and better brand recognition and retention. Why it will work: A refreshed logo and tagline will showcase Walker’s professionalism and competence while giving them an edge over their competition. This will also give customers essential information about the company that allows them to identify with Walker’s core brand.

Recommendations and tactics

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The Original Wall Hanging

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Pantone 539 C

Pantone 391 C

C: 100 M: 49Y: 70K: 0

C: 13 M: 0Y: 100K: 33

W a l k e r

ARTDisplay

Logo Exploration

Ostrich Sans InlineAdobe Caslon Pro

W

Branding and Design Choices

R: 0G: 43B: 84

R: 163G: 165B: 16


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Direct Email with Facebook promotion of $100 gift card, every other month

Objective addressed: Increase social media participation Total Cost: $600 Idea behind Promotion: An email marketing campaign offering a $100 digital gift card every other month for “Liking” Walker’s Facebook page and “sharing” their promotional post.Why it will work: Email marketing is still the most cost effective way of promotion. By consistently offering valuable content through email, Walker Display will build loyal followers and the more followers they have will drive repeat traffic through referrals and word-of mouth. By promot-ing social media through email, it encourages current readers to tweet their content, like them on Facebook, and otherwise use social media tools to demonstrate that they have quality content (Copybook). Since Facebook has a user base of 1.11 billion people, it provides a fantastic platform for expanding Walker Display’s reach. By incentivizing potential customers to visit, “Like”, and “Share” their Facebook page, Walker will increase their website traffic and will improve their system of targeted mass marketing.

Labovitz School of Business and EconomicsIntern for Social Media

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Objective addressed: Increase social media participationTotal Cost: $1,300/semester ($8/hr.) Idea behind Promotion: An LSBE intern with proficient social media skills will be able to upgrade Walker Display’s social media platforms to their new company standards and will actively manage their social media accounts.Why it will work: Walker Display will benefit from hiring an LSBE intern for several reasons. Undergraduate business students have the skills and creativity required to maintain social media accounts while allowing Walker Display to focus on other aspects of the busi-ness. An internship would be a cost effective way to increase social media participation and would benefit an LSBE student looking for real-world experience.


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Uptown Art Fair Sponsorship

Objective addressed: Increased awareness Total Cost: $6,000Target Audience: Amateur and professional art-ists, art curators, art enthusiasts Idea behind Promotion: Approximately 400,000 people attend the Uptown Art Fair each August, making it the second largest attended event in Minnesota. By being a Mobile Website sponsor, Walker Display will increase their reach amongst ideal demographics.Why it will work: By taking part in the Sponsorship program at the Uptown Art Fair, Walker Display will be able to capitalize on the need for instant retrieval of information, while creating an excellent branding opportunity with a direct connection to their business. Also included in this sponsorship is the ability to include Walker’s name and logo on the Uptown Art Fair landing page, along with venue maps, artist profiles and event schedules as well as name recognition on all marketing tools and outdoor signage. Walker will also have its QR code with a direct link to their website positioned at various locations throughout the fair.

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Revamped Website

Objective addressed: Creating a consistent brand image Total Cost: $500 Idea behind Promotion: Redoing Walker’s website will enhance their appeal, make infor-mation easier to decipher, and will improve the efficiency of e-commerce.Why it will work: With an updated web site, Walker Display will be able to reach a whole new segment of potential clients that may have missed their previous ad campaigns. A good, informative web site will attract many people who may not have heard of them otherwise. Improving their website will provide consis-tency between the product and the brand and will allow the customers to feel more comfort-able purchasing from Walker Display. As a part of improving the efficiency of e-commerce, Walker will include a step in the buying process where customers will record how they dis-covered Walker and what they plan to use the product for, this will help improve Walker’s record keeping and will allow them to refine their target audience

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Optimize Google AdWords

Objective addressed: Optimized online presence and increase awareness Total Cost: $0 Idea behind Promotion: Optimizing AdWords will make Walker Display more prevalent in search results.Why it will work: All purchasing decisions begin with a search. If the target audience is aware the business exists, brand awareness has been created. Walker Display puts their message in front of potential customers when they are searching for a relevant product. People use keywords (or search terms) to search for specific products and services. If the keywords you’ve chosen match what people search for, your ad appears next to or above Google search results. AdWords makes it easy to put your mes-sage in front of people anywhere in the world. Compared to traditional marketing channels like TV and magazine advertising, online market-ing is highly measurable, and AdWords pay-per-click is one of the most measurable of online channels.


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Revamped Catalogs

Objective addressed: Creating a consistent brand image Total Cost: $590 for 2,500 catalogs (at Uprinting.com)Idea behind Promotion: Redoing catalogs will create a consistent brand image with Walker Display’s font, color, size, and image. Why it will work: As with Walker Display’s refreshed logo and tagline, redoing their catalogs will showcase Walker’s professionalism and competence while giving them an edge over their competition. This will also give customers essential information about the company that allows them to identify with Walker’s core brand.

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Budget EstimatesTotal Current Promotional Budget: $21,196.16

Total Recommended Promotional Budget (given $10,000): $8,990

Post Cards – $250.00Better Business Bureau – $500.00Website Updates – $500.00Website Fees – $600.00Catalogs – $792.40Bing – $1,200.00Thank You Sale – $1,353.76Snap Magazine – $4,000.00Google Adwords – $12,000.00

Website Updates – $500Catalogs – $590.00Facebook Promotion – $600LSBE Intern – $1,300 ($8/hour)Uptown Art Fair – $6,000.00

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Recommended Promotional Budget (Total) = $22,090

Better Business Bureau – $500Website Updates – $500Catalogs – $590.00Website Fees – $600Facebook Promotion – $600LSBE Intern – $1,300 ($8/hour)Uptown Art Fair – $6,000Google AdWords – $12,000

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Measurement and Evaluation

AdWords pay-per-click is one of the most measurable of online channels. AdWords is transparent, providing tons of PPC metrics that allow you to see at a granular level what works and what doesn’t. You can pretty quickly determine if your campaigns are sucking or returning ROI (Gabbart, Elisa).

The number of social media followers a company has is an easy way to determine if their message is reaching their target audience. Generally, the greater the number of followers, the greater the effectiveness of the campaign.

Comparing current sales to previous years is a foolproof way to measure the effectiveness of a campaign. An increase in sales should reflect an effective marketing campaign.

Being an E-commerce business, creating an inquiry during checkout of how your consumer discovered your business is good way to measure exactly where an impression made an impact.

Number of updates/activity on social media accounts is an easy way to track how effective the marketing campaign is. By connecting with customers, sharing news about their products/company, and getting a good feel for their competition, Walker Display will be generating a loyal fan base.

Where To Go From Here

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2014 CalendarYear Plan Implementation

*Shaded cells indicate time of implementation

January February March April May June July August September October November December

Intern

Google Adwords

Redo Website/Social Media Platforms

New Catalogs

Social MediaParticipation

Email Marketing with Promotion

Uptown Art Fair

Clow, Kenneth E., Baack, Donald E. (March 22, 2006) Integrated Advertising, Promotion, and Marketing Communications, p. 108. Prentice Hall PTR. ISBN 978-0-13-186622-5.

CopyBlogger,. Email Marketing: How to Push Send and Grow Your Business. Dallas: CopyBlogger Media LLC, 2013. EBook.

Gabbart, Elisa. “Why Use AdWords?.” WordStream. N.p., 03 Dec 2012. Web. 25 Nov. 2013. <http://www.wordstream.com/blog/ws/2012/12/03/why-use-adwords>.

Goodman, Michael. “Small Business How-To-Guide.”Marketing Profs. (2007): n. page. Print.

Lusky, Mark. “What Social Media Can (and Can’t) Do For Your Business.” Business Journals. (2013): n. page. Web. 25 Nov. 2013. <http://www.bizjournals.com/bizjournals/how-to/market-ing/2013/09/strategies-what-social-media-can-and.html?page=2>.

Marketo, . “How to Build a Better Inbound Marketing Machine.” SlideShare. Marketo. California, San Mateo. 22 Mar 2012. Lecture.http://www.slideshare.net/marketo/how-to-build-a-better-inbound-marketing-machine?utm_source=slideshow&utm_medium=ssemail&utm_campaign=weekly_digest%20

United States of America . Department of US Commerce . Print. <http://www.census.gov/>.

“Art Gallery Guides.” Art-collecting.com. N.p., n.d. Web. 25 Nov 2013. <Art gallery guides.

“The Uptown Art Fair .” . Uptown Association , n.d. Web. 25 Nov 2013. <http://uptownartfair.com/>.

(2013): n.pag. Reference USA . Web. 25 Nov 2013. <http://www.referenceusa.com/UsBusiness/Search/Quick/38ea7b24d5e84400b40e7b9258c68eba>.

“How Do Google AdWords Work?.” Search Engine Land . Third Door Media Inc.. Web. 13 Nov 2013. <http://searchengineland.com/infographic-how-do-google-adwords-work-100963>.

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Integrated Communication Plan for Walker Display Inc.

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