Case Studies: Custom Window
Started in 1981, Custom Window is a manufacturer of extruded aluminum windows for commercial buildings. The company enjoyed slow but steady growth up until the year 2000, building its annual revenues up to approximately $6 million.
Custom Window's markets were well defined: architects, glazing contractors and building owners. Unfortunately, the same marketing message was being used for each market. As a result, the impact was severely diminished and the message was diffused. The company has long had one of the best products on the market, but hadn't effectively communicated that message.
Velocity Media worked with Custom Window to implement the following plan:
1. Develop an overall brand image and position itself in the market
2. Clearly define its message for each distinct market it was tying to reach
3. Develop methods of reaching those markets via marketing collateral, advertising, direct mail, internet and co-op partners.
The result: Custom Window has increased its business to over $30 million in annual revenues and continues to grow aggressively. The company has outgrown its facilities and moved twice in the last 8 years and will have to do so again soon. The marketplace has undergone extensive changes over the last decade and Custom Window has the constant challenge of remaining fresh and relevant in both product and brand image.
Velocity continues to work with Custom Window in brand management and strategy as well as developing all marketing materials for the company.
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Started in 1981, Custom Window is a manufacturer of extruded aluminum windows for commercial buildings. The company enjoyed slow but steady growth up until the year 2000, building its annual revenues up to approximately $6 million.
Custom Window's markets were well defined: architects, glazing contractors and building owners. Unfortunately, the same marketing message was being used for each market. As a result, the impact was severely diminished and the message was diffused. The company has long had one of the best products on the market, but hadn't effectively communicated that message.
Velocity Media worked with Custom Window to implement the following plan:
1. Develop an overall brand image and position itself in the market
2. Clearly define its message for each distinct market it was tying to reach
3. Develop methods of reaching those markets via marketing collateral, advertising, direct mail, internet and co-op partners.
The result: Custom Window has increased its business to over $30 million in annual revenues and continues to grow aggressively. The company has outgrown its facilities and moved twice in the last 8 years and will have to do so again soon. The marketplace has undergone extensive changes over the last decade and Custom Window has the constant challenge of remaining fresh and relevant in both product and brand image.
Velocity continues to work with Custom Window in brand management and strategy as well as developing all marketing materials for the company.
Back to Case Studies