The Challenge
Operating for over 20 years, PlayCraft is a design, manufactoring and retail family-owned business that creates timber home playground equipment. PlayCraft‘s design and manufactoring is located in Castle Hill and it has showrooms in Castle Hill and Warriewood. PlayCraft’s service offerings range from either full service, whereby PlayCraft installs equipment on-site, or DIY, whereby they sell the equipment in kit form for the consumers to assemble him/herself.
When PlayCraft first came to the Marketing Angels, PlayCraft had created its brand and communication materials and had trialed different marketing messages both off and online. In order to leverage their experience and increase sales, PlayCraft needed to make their brand work harder for them. The key challenges were:
- Refresh the brand to stand out in the home playground equipment category
- Increase Brand Awareness
- Increase inbound customer enquiries and sales
- Leverage the web to better communicate with potential customers
The Process
We began conducting research into PlayCraft‘s customer base and the competitive landscape. Marketing Angels interviewed PlayCraft’s recent customers to ascertain the key points of difference as perceived in the marketplace. We also research the competitive landscape to better understand what other messages and companies potential customers would come across.
Next stage was to conduct a marketing workshop with the business’ owners. We applied what we’d learned about PlayCraft‘s customers and competitors through the research to create a positioning statement and key messages for the specific target groups.
In order to raise brand awareness, Markeitng Angels launched a search enginge marketing campaign very early on to drive traffic to PlayCraft‘s original website.
Markeitng Angels then implemented a marketing strategy to update the corporate image and logo, raise brand awareness, drive enquiries and utilize the web as a key brand-building and communication channel.
We developed a creative brief to refresh the logo and tagline as well as overall corporate identity. From the options presented, PlayCraft chose a look and feel that they felt most closely matched the core values that drive their business.
Marketing Angels then developed the structure and brief, and source a developer for a new web site for PlayCraft allowing them to upload product images and update monthly specials and key messages they want to communicate.
The Result
Marketing Angels has helped PlayCraft by creating a more contemporary and consistent brand image. Playcraft now has an updated logo and positioning statement, as well as a new overall graphic identity that enables it to better stand out amongst the competition and communicate with its target market.
Marketing Angels have also helped PlayCraft develop a web strategy ro reach their target market more effectively. With the launch of the new website, PlayCraft are starting to rely more heavily on the Internet to convey their product and service offerings.
What The Client Says
“We contacted Marketing Angels because we felt as though the business has stalled and we wanted some new ideas on how to get things moving. As a result of the research we have a better understanding of our target markets and their key motivations so we know how to communicate with them.
Marketing Angels worked with us to create a brand strategy and new corporate identity that sets us apart from our competition and provides us a springboard. We have been able to successfully marry our new brand image with our key customer service values to move the business to a new level”
Craig Malouf, Managing Director, PlayCraft
