Pella

1. SRM joined a consultant team headed by Smart Marketing. We were retained by Pella Window and Door's Oregon and Northern California distributor to increase participation in Power Up With Pella, a business-to-business loyalty campaign aimed at general contractors. The program allows builders and general contractors to earn points toward free DeWALT tools when they buy Pella products. SRM provided creative concepts, art direction, and graphic design for a primarily direct-mail campaign.

2: The first mailing was an “advent calendar” style piece, where windows and doors could be opened to see the “chocolate for contractors” beneath them - DeWALT power tools. We mailed it in a bright yellow envelope with a large saw blade seeming to cut through the corner, an element that became a standard object on future pieces. The mailing’s secondary purpose was to encourage Northern Californian recipients to attend the Pacific Coast Builders Conference in San Francisco. Therefore, our design allowed the trade show information to be trimmed off for the Oregon-based audience.

3: After the conference, we followed up with a letter, membership form, and flyer advertising tools available at various point levels.

4: We designed pieces to promote “Pella Pro Expo,” a day-long event of seminars, drawings, and more. A Hollywood Premier theme was chosen by Pella’s Corporate office. We developed the theme further and applied it to point-of-sale flyers and multi-piece mailings for the Northern California market.

5: In early 2008, we continued to promote Power Up With Pella with a poster mailing that detailed new DeWALT tools and point levels for 2008. It included a saw blade sticker affixed to the mailer with fugitive glue.

6: Throughout the campaign, we sent out postcards to remind Power Up With Pella members to use their points. In the program's first year, Pella had invested $60,000 and had reaped $4.7 million in sales from the program - up 50.4% from the year before. The Power Up With Pella program in Oregon and Northern California became a model for other regional sales teams across the country.