Case Study
Overhead Door
Stratategic Communicatcations Planning
Overhead Door Corporation is the leading single-source manufacturer of integrated garage door and operator systems for commercial, industrial and residential applications. For the first time, the company was making its premium brand available nationally through retail chains and distributors. It was critical to ensure overall brand awareness was high and communications and messaging for the product were tightly aligned. The Powell Group provided recommendations on how to improve internal and external communications and help Overhead Door increase overall engagement and awareness with distributors, retailers and media.
- Developed a comprehensive, consistent communications plan that would boost awareness and market share.
- Created and executed an annual communications program for consumer and trade audiences
- Established new disciplines and processes to ensure consistency in every aspect of Overhead Door's communications and positioning.
- By using these new processes, we generated more than $8 million in publicity value during a three year-period, including a full year without any new product introductions
- We strengthened relationships with significant trade, national shelter and consumer media such as Architecture, Decorating Ideas, Home Magazine and Professional Door Dealer, exposing target audiences to consistent and strategic messaging
- Enhanced Overhead Door's position as the industry leader and innovator and helped the company earn Professional Remodeler's "Most Innovative Products" award.
- Cultivated relationships with the distributor network on internal and industry issues and provided easy access to tools to help them grow their businesses, which led to higher satisfaction and trust ratings in partner surveys
- Built a cross-functional communications strategy for distributor and builder audiences and successfully managed internal and external communications during various national crisis situations.
