Brand Extension
Eldorado Fireplace Surrounds
Overview: Expand the Eldorado Stone brand beyond traditional product offerings by introducing a new product category of engineered limestone fireplace surrounds.
Strategy: Leverage the Eldorado brand name by capitalizing on the strong network of consumer and trade professionals. Leverage existing distribution, while at the same time open new distibution in relevant agecencies. Launch the first introduction to consumer ecommerce, while still protecting distributor relationships.
Implementation: Conduct a formal StageGate process including market analysis, product design and financial modeling. Art direct set designs, photography, creative and national advertising placements both in print and online.
Results: First year results were extremely positive; exceeding revenue target, distributor locations and online direct sales. Current year projections are on target to exceed plan by 40%.
New Logo Design
Eldorado Fireplace Surround BrochureOversized 9.5"x12.5"
52-Page, Embossed Front Cover, 80# Endeavour Velvet Book/Cover
Eldorado Fireplace Surrounds HTML Website: Snap-Shot of Product Page
Customers can find a local distributor or purchase online directwww.eldoradofireplaces.com
Eldorado Fireplace Surround: Snapshot of Cart DesignPrograming: Magento Shopping Cart
National Consumer Ads ran in Architectural Digest, Bettter Homes and Gardens, Sunset Magazine, Fine Homebuilding, This Old House and more...
Set Design Example
Multiple Sets were Designed, Built and Photographed to launch the new line of Surrounds
Completed Set Design
Set was designed with Eldorado Stone to further leverage the brand and ability to combine products
Example of HTML EMAIL BLASTE-Blast reached thousands of consumers generating strong response rate.Consumes were incentivized with 10% discount code.
Animated online Banner Ads placed with HGTV.com, Sunset.com, BHG.com
Unique Sample Box was designed to provide elegant and functional presentation Samples were sold online to consumers
Social Media strategies included sweepstakes on Sunset's Facebook targeting over 30,000 fans.Frequent post to Eldorado's Facebook, Youtube, Twitter and Flickr accounts
Eldorado Fireplace Surrounds seamlessly intregrated with Eldorado Stone at the IBS, International Builder Show.
