corporate case study
The Strait & Lamp Group Discovers Tie between Brand and Bottom Line
The Strait & Lamp Group, a leading lumber and building materials supplier to the central Ohio building industry, needed to increase brand awareness and name recognition in the marketplace. It sought to change its marketing direction to tie six separate companies to the corporate name. Each company had a unique name, a long-established service area and strong community presence.
GREENCREST took The Strait & Lamp Group leadership team through its proprietary BrandFuel™ brand discovery process. GREENCREST uncovered the company’s unique brand distinction, uniting all six companies and communicating the business’ long history in the marketplace in a new and fresh way. Its brand position became clear with “A Home for Hands that BuildTM,” and the company brand story came to life in a new and fresh way.
GREENCREST also created a corporate identity to visually tie all locations to The Strait & Lamp Group. This included a new corporate logo with six matching company logos, business cards and a stationery suite. GREENCREST brought The Strait & Lamp Group’s new brand to life through various marketing communication channels such as the website, a direct mail brochure and an advertising campaign—delivering the brand message to target audiences.
One year after delivering The Strait & Lamp Group’s brand and new corporate identity to its target markets, the advertising campaign received more than 2 million print, digital and television impressions. Additionally, the company’s website traffic increased by 1,200%. Overall, The Strait & Lamp Group “nailed” its goals and saw a 50% increase in sales—proving that developing its corporate brand helped improve the company’s value and bottom line.