kleber & associates | panolam brand strategy | phase...

Kleber & Associates | Panolam Brand Strategy | Phase I

K&

A C

AS

E S

TU

DY

Kleber + Associates 1215 Hightower Trail

Building CAtlanta, Georgia

30350770.518.1000 t. 770.518.2700 f.

Panolam® Surface Systems

Background Summary:Panolam Surface Systems (PSS) came to Kleber & Associates (K&A) to help develop Panolam’s brand strategy across their corporate and product brands; and to recommend a tactical plan to deliver on that strategy.

PHASE I ACTIVITIES

Discovery: K&A conducted research and leveraged Panolam’s existing marketing data. This process provided us with voice input and data that may not otherwise be available.

Path to Market: We defined the key decision makers and influencers in the buying process as:

Commercial A+D:• Owner, Architect, Interior Designer, Cabinet DesignerFacilities: • Facilities Manager, Maintenance, Building Operations ManagersFabricator:• Architectural Mill Worker, Office FabricatorDealer/Distributor:• Owner, Sales Manager, Sales Associate

Competitive Analysis: K&A reviewed and assessed competitive products that compete for the same channel investment to benchmark their marketing approaches.

Market Interviews: We conducted interviews with individuals from Panolam for internal perspective, as well as potential customers, dealers and distributors.

Internal:• Product, Sales, Marketing, Production, DistributionCustomers: • Facilities Manager, A+D, FabricatorDealers:• Dealer/Distributor

Phas

e I

kleberandassociates.com | 01



30350770.518.1000 t. 770.518.2700 f.


PHASE I ACTIVITIES

The Strategy: K&A analyzed the gaps in Panolam’s existing go-to-market approach and provided recommendations on brand positioning and delivered a Strategic Marketing Plan.

Branding Simplification: Based upon our research (competitive, customer, distribution and internal) we determined the need for brand simplification. There was confusion among all audiences as to what Panolam Surface Systems stood for and how it related to the PSS portfolio of products.

We devised a plan to simplify the complex PSS brand landscape by creating an “umbrella” corporate brand that “houses” the three major brands.

The Plan: • Reduced communication complexity• Increased marketing spend effectiveness• Created a platform to better present the PSS story• Created connection between brands• Better differentiated and defined the PSS family of brands• Created a platform employees could rally around that tied to PSS values and sales initiatives

Brand Identity • Created a simpler hierarchy• Established a consistent look across their family of brands• Created a visual relationship between product brands and the corporate entity• Allowed flexibility to consolidate in the future

Phas

e I




30350770.518.1000 t. 770.518.2700 f.


PHASE I ACTIVITIES

Panolam Surface Systems Corporate Brand Positioning: Our positioning of the Corporate Brand was based on a few agreed upon premises:

The PSS Brand must be:• A true reflection of who PSS was, not something Panolam could not fulfill• Tied to PSS Values & Behaviors.• A reflection of a “Customer First” attitude• Indicative that PSS is easy to do business with• Consistent with Panolam’s sales methodology – “Helping Clients Succeed”• Flexible enough to address all of their customer types.

The Results:

Corporate positioning tools:

• Mission Statement: Our mission is to enable our many customer types the ability to achieve their respective visions of success in the role each plays in creating built interior spaces. By striving to provide forward-looking designs, various surface options to meet different price and performance requirements, competitive service and pricing, and a “Customer First” mentality throughout every corner of our company... Panolam can become the preferred supplier for all the segments we serve.

• Tagline: Your vision. Our mission.

• Slogan: One system, Multiple surfaces. Amazing possibilities.

• Logo Development: Brand identity system

Phas

e I




30350770.518.1000 t. 770.518.2700 f.


PHASE I ACTIVITIES

Corporate Brand Positioning:

• Positioning Statement: Panolam Surface Systems has been supplying the largest selection of integrated products for over sixty years. While our company has changed over time, our mission has not. We work harder than any other supplier to fulfill our customer’s vision for the project at hand. Whether it’s through our extensive traditional and trend-setting design suite, or our efficient and affordable fabrication capabilities, Panolam is driven to deliver products that perform to the highest standards and cater to a diverse range of creative tastes. Put our mission to work for you. Your Vision. Our Mission.

Corporate Brand Identity:

Phas

e I




30350770.518.1000 t. 770.518.2700 f.


PHASE I ACTIVITIES

Product Brand Positioning:

• Nevamar Positioning Statement:Our mission is to enable our many customer types achieve their respective visions ofsuccess in the role each plays in creating built interior spaces. By striving to provideforward-looking designs, various surface options to meet different price and performancerequirements, competitive service and pricing, and a “customer first” mentalitythroughout every corner of our company, Panolam can become the preferred supplierfor all the segments we serve.

Nevamar Brand Indentity:

• Pionite Positioning Statement:Our Pionite brand of high pressure laminates caters to traditional tastes with an eyetowards versatility. With a broad range of design options that are both tasteful andtimeless, combined with impeccable performance standards that ensure lastingdurability, Pionite laminates create a room that can’t be replicated.

Pionite Brand Indentity:

Panolam Brand Indentity:

Phas

e I

Tasteful. Traditional. Timeless.

Tough. Stylish.

Modern. Chic. Resilient.




30350770.518.1000 t. 770.518.2700 f.


PHASE I ACTIVITIES

Corporate Business Cards

Phas

e I


Al KabusPresident + Chief Executive [email protected]

203.225.0039 t.203.751.2330 m.203.225.0051 f.

One Corporate Drive, Ste. 725Shelton, CT 06484

Our products:



30350770.518.1000 t. 770.518.2700 f.


PHASE I ACTIVITIES

Brochure System

Phas

e I


AM

AZI

NG

PO

SSIB

ILIT

IES

Rae placere icabori taquatur. Quiassundi cum inctus nonse quiamet autempo represt.et landam volore nonecea

PRODUCT BRANDS

Rae placere icabori taquatur. Quiassundi cum inctus nonse quiamet autempo represt.et landam volore nonecea tionse nimin

New TRADITIONS

TFL

| H

PL

| R

FL

Rae placere icabori taqua-tur? Quiassundi cum inctus nonsequiamet autempo represt pa nem et landam volore nonecea tionse nimin culpari coribus eos molecum autet et verum, necatur, aborisimint acias

True Indulgence

TFL

| H

PL

| R

FL

CORPORATE BRAND



30350770.518.1000 t. 770.518.2700 f.


PHASE I ACTIVITIES

Re-Branding Launch Ad

Phas

e I


Meet the new Panolam Surface Systems. Three trusted laminate brands – one company working together with you to fulfill your vision.Learn more at www.panolam.com

© 2017 Panolam Surface Systems International, Inc.ONE CORPORATE DRIVE, SUITE 725 SHELTON, CT 06484 | 877.726.6S26 | PANOLAM.COM

Roaring Wind | WX8500



30350770.518.1000 t. 770.518.2700 f.


PHASE I ACTIVITIES

Corporate E-Newsletter

Phas

e I


February 2017

Pantone goes green

© 2017 Panolam Industries International, Inc. | 20 Progress Drive, Shelton, Connecticut 06484 | 1.877.726.6526 | Site Map | News | Carrers | Privacy | Laminates Online

Occuptatus, quis illaut expedi derore erum

nonsequi a quist modite poriorerum re lacea

nis alique voloriore prenissent omniet qui cum

endis sendundi blandios es minusa digenih

ilistios moluptat voloriam id enis natia est, om-

nimus, voluptur? Quidisci offic to ex eum a ne

dipsam que et adi susam expero omnime natet

doluptae exceatibus eum ut dolore prepernatqui

consequibus.

Bis dendae experio nemporro eume rehenit aut

explatium, is voluptas... Read more.









consequibus.











consequibus.



Color of the year

Laminate comes clean

Healthy Environments

The new world of Panolam brands

Follow us on social media



30350770.518.1000 t. 770.518.2700 f.


PHASE I ACTIVITIES

www.panolam.com Branding

Re-brand the PSS website• Partnered with PSS to redesign, re-brand and re-launch panolam.com• Edited and developed new written content for the site• Edited and recommended images/graphics to populate thoughout the website• Currently in web development phase• Anticipated launch date: late August/early September

Phas

e I




30350770.518.1000 t. 770.518.2700 f.


PHASE I ACTIVITIES

www.panolam.com

Phas

e I

Visualize it! | Consent liqui core idenit, omnihil icita necae volessi ntiorepra consed eoste enit vid quiducil iniet voluptatur, est. Inci conseni hillibus tota andi omni molup taturis quodis estium est volessi ntiorepra consed.

Search Results

Calcutta MarbleMW5800Nevamar

Vic's VenueRK6004Nevamar











Select From My Favorites

Search

Filter Your Search

Enter Name or Keyword Search

Wood Grain Stone Abstract Solid

Pattern Type

Color Group

Brand

Nevamar

Pionite

Panolam

LOGIN / REGISTERSave Download Share HelpRequest Sample

CHANGE ROOM

Don’t meet.Exceed.

Consent liqui core idenit, omnihil icita necaenaen volessi ntiorepra consed eoste enit vid quiducil iniet voluptatur Panolam Surface System. Inci conseni hillibus tota andi ommolup taturis quodis estium est.

ARP protection consent liqui core idenit, omnihil icita necaenaen volessi ntiorepra consed eoste iniet voluptatur, est. Inci conseni hillibus tota andi ommolup taturis quodis estium est volessi ntiorepra consed.

Company Account ContactProduct AvailabilityOur Brands Products Inspiration Resources What’s New

Know what you want? Go directly to our product page.

Which Nevamar solution is right for me?

ChemGuard

HPL

Fire Rated

FRL ThruColor ThickLam

Marker Board

Electro-Static Dissipative Consent liqui core idenit, omnihil icita necaenaen volessi ntiorepra consed eoste enit vid quiducil.

© 2017 Panolam Industries International, Inc. | 1.877.726.6526 Contact | Site Map | News | Sustainability | Careers | Privacy | Laminates Online© 2017 Panolam Industries International, Inc. | 1.877.726.6526 Contact | Site Map | News | Sustainability | Careers | Privacy | Laminates Online

ESD

Company Account ContactProduct AvailabilityOur Brands Products Inspiration Resources What’s New

Product Availability

Stock Lists | Find a Distributor | Laminates Online (Distributors Only)

Stock Lists | Select a brand.

Find a Distributor

Laminates Online | Distributors OnlySearch Results

Calcutta MarbleMW5800Nevamar












Select From My Favorites

Search

Filter Your Search

Enter Name or Keyword Search

Wood Grain Stone Abstract Solid

Pattern Type

Color Group

Brand

Nevamar

Pionite

Panolam

LOGIN / REGISTERSave Download Share HelpRequest Sample

CHANGE ROOM

© 2017 Panolam Industries International, Inc. | 1.877.726.6526 Contact | Site Map | News | Sustainability | Careers | Privacy | Laminates Online




30350770.518.1000 t. 770.518.2700 f.


PHASE I ACTIVITIES

Tradeshow Booth Displays

Phas

e I


ThruColorContinuous color on every edge

Fiber Reinforced Laminate The ultimate in wallcladding protection



30350770.518.1000 t. 770.518.2700 f.


PHASE I ACTIVITIES

POP Wall Boards

Phas

e I


One system.Multiple surfaces.Amazing possi-bilites.

Thrucolor® HPLContinuous color throughout, available in any coloror platform

Finish optionsOver 30 unique finishes for enhanced texture and appearance.

www.panolam.com www.pionite.com877.725.6526www.nevamar.com877.725.6526www.panolam.com Armored Protection

One system.Multiple surfaces.Amazing possi-bilites.

Thrucolor® HPLContinuous color throughout, available in any color or platform.

Finish optionsOver 30 unique finishes for enhanced texture and appearance.



30350770.518.1000 t. 770.518.2700 f.


PHASE I ACTIVITIES

POP Sample Box

Phas

e I



A COMPREHENSIVE MULTI-CAHNNEL APPROACH



30350770.518.1000 t. 770.518.2700 f.

Phas

e II


EMAIL MARKETINGE-NEWSLETTER

MAGALOG

BRANDSTRATEGY(PHASE I)

PUBLIC RELATIONS

SALES MARKETINGALIGNMENT

LEAD NURTURING

SOCIAL MEDIA /EARNED MEDIA

MARKETRESEARCH(PHASE I)

CONTENT MARKETING

MEDIA PLANNING /ADVERTISINGCOLLATERAL

THE PLAN

Phase I: Complete

Kleber & Associates 1215 Hightower Trail


30350

770.518.1000 t.770.518.2700 f.

kleberandassociates.com

kleber & associates | panolam brand strategy | phase...

Documents