PR Case Studies
VALETTA BLINDS – as much sun as I want! (Austria)
Senft and Partner public relations and fund raising GmbH
BACKGROUND
VALETTA Sonnenschutztechnik GmbH & Co KG is one of the leading providers of sun protection systems in Austria. The family-owned, Linz-based business is managed by Andreas and Christian Klotzner. It employs 110 people and has annual sales of EUR 14.5 million.
The trend towards using more and more glass in contemporary architecture, coupled with stricter environmental standards and rising energy prices, is pushing up demand for sun protection systems and placing increasingly complex requirements on the business.
Over ten years ago the company decided to establish a franchise network to professionally market the Valetta brand. Ever since, Valetta has been a byword for innovative products and customer-driven solutions for planners, architects and retail consumers. Over 200 specialist dealers across Austria now carry the Valetta brand. Customers can visit one of the 20 Valetta showrooms to see the sun protection systems first hand.
OBJECTIVE
Long-term positioning of the Valetta brand values with the key target audiences.
Architects, franchise partners and retail consumers are the priority stakeholders. At the same time as improving the brand's value, the recall value will be raised nationwide.
STRATEGY
A fundamental aspect of future communications was the definition and implementation of content and visual appearance for Valetta and ensuring commitment to them across the whole company. The agency hosted a brand workshop attended by management and employees from all areas of Valetta and different levels of the company's hierarchy.
The outcome was a precise definition of the brand and the decision to align all communications instruments under a uniform communications approach with the aim of generating optimal multiplier effects.
IMPLEMENTATION
Corporate design
The first phase was to reappraise and redefine the existing corporate design. A CD manual was compiled. The document contains all the basic principles and guidelines governing the Valetta corporate design and applies to all brochures, price lists, printed material, advertising, direct mailing, as well as extending to other areas including franchisees' signage and webpage designs.
Brochures
The most important brochures were laid out in the new design and the copy adapted to the target audience.
Advertising
The agency also redesigned Valetta's print advertising for publication in the trade press and consumer magazines.
A leaflet was also produced in cooperation with the Leiner furniture store for a mailshot throughout Austria.
Customer care
Valetta has developed a customer care concept for its franchise partners to raise efficiency and deliver mutual success. The agency drew up documentation, certificates and franchisee letters.
Press work
A press launch was held in November 2007. Journalists and trade representatives were given a press kit and a broad range of photographic material. There were also one-on-ones with leading media, and ongoing press releases (B2B and B2C) put the company and new product innovations in the spotlight. A year-round plan has been drawn up for the releases.
Radio advertising
A special radio commercial was created with the aim of raising awareness of the brand among end users in Austria and highlighting individual products. It appeals to the core target audience of male DIY enthusiasts in the over thirty age group and the decision makers, namely their wives and partners.
This was the first time that senft+partner has used this particular communication channel. The agency teamed up with the professionals at Innenhofstudio and copywriter and director Robert Werthan. The existing jingle was integrated into the new material. You can listen to the two entertaining commercials here.
The blinds advert will be running throughout March at various times of day nationwide on Ö3, followed by the daylight blinds commercial in April.
The commercials will also play at the various trade shows and fairs attended by Valetta.
SUCCESS
The uniform design introduced at the start of the year has been well received both by customers and the market. Valetta sales representatives have reported that franchise partners and specialist retailers are asking about the activities and that demand is up for brochures and other materials in the showrooms. Retail consumers also feel that the clear, contemporary visual appearance is appealing to them directly.
Further brochures will be published in the new look in the course of the year.
Media are proactively using the Valetta press office at senft+partner and showing increased interest in the print-ready images available.
