Hunter Douglas Northeast is a division of Hunter Douglas, the largest manufacturer of custom window coverings in North America. The company works with dealers and interior designers in 20 states.
Hunter Douglas Northeast wanted to differentiate itself from other dealer/manufacturers in the marketplace by emphasizing the Hunter Douglas Northeast "experience" through a direct mail campaign. The challenge was to develop a high-level combination of message and image that would truly capture the attention of the target audience. Hunter Douglas Northeast needed to convey that they were more than just a supplier, they were a valuable business partner for dealers.
Smith Growth Partners developed content for a six-part postcard campaign that centered on the key differentiators characterizing the benefits of working with Hunter Douglas Northeast while relating these benefits to the larger experience. One of Smith Growth Partners' design partners, Mediastudio, collaborated with Smith, providing the postcard concept and design.
In addition to clearly and creatively communicating to prospective clients the benefits of participating in the Hunter Douglas Northeast "experience", the postcard campaign also armed Hunter Douglas Northeast's sales people with a uniform message and compelling talking points to carry to prospects. Although not designed for direct response, the company received an influx of calls from prospective dealer customers as a result of the campaign, indicating that the message resonated with the right audiences.