RMPR Helps the “New” Stylmark Discover Its Voice, Captivate Influential Audiences at StorePoint Conference
Every brand has a story to tell. When the brand goes through a major
transformation, the story must be told in a new way. Following two acquisitions,
Stylmark needed to find a new voice. RMPR helped introduce the “new” Stylmark to
retail decision makers at a critical industry event with a refreshed brand
platform, crisp messaging and a high-energy presentation that prompted
engagement and action.
Known for decades as a leader in aluminum and steel structures for retail,
grocery, hospitality and commercial spaces, Stylmark recently made two major
acquisitions, transforming the company from a components maker into a provider
of complete, custom environments.
Stylmark was excited and energized by these acquisitions. The company's
leadership realized they had to reexamine the brand of their 55-year-old company
and determine how they would communicate the new Stylmark to influencer and
decision-maker audiences. Those who knew Stylmark were familiar with a more
limited range of offerings – and those who didn't know Stylmark might be
overwhelmed by the company's expanded list of capabilities.
Adding urgency to the branding process, Stylmark had an opportunity to
present to retail store decision makers at StorePoint, a conference designed to
establish relationships between suppliers and influential retailers. Stylmark
needed to introduce itself in a way that spurred excitement, communicated the
breadth of its capabilities, and helped audiences visualize the solutions that
Stylmark could create for them.
With only two months until its StorePoint debut, Stylmark engaged RMPR to
define a clear brand platform and key messages for the evolved brand, and
develop an engaging presentation for the conference. RMPR interviewed members of
Stylmark's executive and sales teams, and key customer groups, and focused on
Stylmark's vast capabilities and custom offerings to establish a clear voice for
the company in a very fragmented marketplace.
For StorePoint, RMPR brought the platform and messaging to life through an
attention-grabbing presentation full of energy and inspiration, including a
video that asked audiences to “imagine the possibilities” through a myriad of
project images that illustrated Stylmark's expanded capabilities.
The presentation captivated audiences at StorePoint, with retail decision
makers giving Stylmark rave reviews – from the presentation content and pace, to
the passion that came through during delivery. Not only did the presentation
help Stylmark clearly communicate what it is today, it helped the company secure
significant follow-up discussions with a number of well-known retailers.
Client: Stylmark
Date: January 2011
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