Brand Name: Wooden Ship
Product/Service Type or Description: Clothing Manufacturer
Overview:
Casual Clothing Company Sets Sail with Integrated Marketing Campaign
When casual high fashion clothier, Wooden Ship of Hoboken, came to MZI Global, they asked for a great catalog. After analyzing their goals and budget, what MZI Global was able to deliver was an integrated marketing campaign that took them where they wanted to go. Wooden Ship Clothing had a casually elegant sensibility that was part of a lifestyle that was to be marketed to their young professional audience in order to capture their attention and allow them to identify with the brand.
Situation Analysis:
- The Wooden Ship brand was exemplary of a lifestyle
- Target market: young professionals, ages 23-35
- Need to improve communications with the U.S. culture
Marketing Challenge:
- Increase brand awareness
- Compile a catalog, marketing campaign to attract new customers, and a small website
- Attract attention of potential U.S. partners
Solution:
- Created a logo which unified the clothing line under a recognizable symbol
- Designed all marketing materials: catalog, ad slicks, P.O.P. displays, and other supports to promote Wooden Ships' new co-op advertising program for retailers who wished to partner with them, as well as directed attention to the website
- The creative design of all the ads were aimed at radiating the fun, chic, and relaxed lifestyle of their target market
Results:
- MZI Global's ad campaign increased brand awareness and boosted sales
- Facilitated new U.S. partners for Wooden Ship
- Provided additional benefit by accidentally establishing a whole new market for them - a photo of a cute dog in one of Wooden Ship's hats had customers scrambling for hats for their dogs