Marketing Wall Solution Development

CASE STUDY

A national retailer had heavy 8’x10′ marketing frames that held marketing materials that were changed quarterly. Each time these frames were removed to change the marketing media, the exposed wall surface above the frame was damaged and required repainting. We were brought in to develop a solution that would keep the the marketing frame and wall up to the brand standard.

Scope
The scope of work needed to develop this solution included:

1. Met with the client and listened to their needs
2. Established a list of intentions of the project
   1. Limit the amount of money to be spent on repainting walls due to marketing change by creating a system that did not damage the wall during removal/re-installation
   2. Ensure that the marketing frame is always level
   3. Ensure that the marketing frame is always centered and in the proper position
   4. Ensure that the marketing frame is secure, but not permanent
3. Develop a removal and re-installation procedure to be followed by all installers
4. Develop a pricing and timing schedule to roll out the project cost effectively

Challenges
The constraints of this project included:

1. Client needed to realize a return on investment within a short amount of time
2. Client needed to meet all intentions of the project or the project would not move forward
3. Client needed to complete project during store hours to eliminate expense of security
4. This national roll-out needed to be completed within 30 days

Solution
We understood that our client treated their marketing wall as a high priority and wanted it looking up to brand standard at all times. We also knew that the only possible solution was to completely meet every intention and purpose the client gave us. Our solution included:

1. Designing a two piece mounting system that met all of the clients intents and recouped investment in the first year
2. Developing a step by step installation procedure with photos
3. Developing an audit checklist to ensure mounting system was properly installed
4. Manufacturing the mounting system
5. Developing a step by step installation procedure for store personnel to follow when they change out the marketing media

Summary
Many of the design elements of a store are created to enhance the shopping experience and reinforce the branding efforts of the retailer. There are times when these elements create on-going maintenance expenses. When requested, we work with the client to develop a re-engineered solution that drives down costs and meets the approval of the visual department. This is creative thinking helps us deliver great value and expertise to our clients.