Case Study

Overhead Door
Stratategic Communicatcations Planning

Overhead Door Corporation, the 85-year-old leading manufacturer of upward-acting doors and openers for residential, commercial and industrial construction applications had inconsistent processes for communicating and building brand awareness with end user consumers and channel partners. Awareness of emerging product groups was low for both Overhead Door and Genie Company manufactured residential and commercial doors and openers. The Powell Group had worked with Overhead Door for product launches, but the company then turned to the agency to develop a more comprehensive communications plan.

The Powell Group built and executed an annual communications program to reach internal audiences, as well as consumer and trade markets. Disciplines and processes were established to ensure more consistency in communications and positioning.

Secured and continuing to secure national consumer and trade press coverage of new residential and commercial doors and openers in numerous publications including Architecture, Builder, The Dallas Morning News, Fort Worth Star-Telegram, Home, Decorating Ideas, Inspired House, Professional Door Dealer and Starcott Media Services Syndicate. Garnered more than $1.6 million in publicity value and 15.6 million impressions in the first year. Launched successful e-newsletters that improved communication with distributor and builder audiences. Successfully managed internal and external communications during various national crisis situations.

previous case study - return to top - next case study