After 4 years with Borden, Inc, I advanced from a sales position to product management,

responsible for a $9MM commercial wallcovering brand.

Through my efforts the Guard brand realized double digit gains in revenue and

gross profit margin over a 3 year period.

This presentation addresses the market challenges present.

My solutions led to increased profitability for the ESOP organization.

In cooperation with the creative group at Slaughter Hanson, the brand experienced tremendous growth.

CHALLENGE

Brand is identified as lackluster. Clients are not aware of re-branding efforts.

SOLUTION

Incorporate new corporate philosophy into advertising campaign.

CHALLENGE

While existing advertising is memorable, clients do not associate it with our product.

SOLUTION

Incorporate product into new campaign to associate imagery with our brand.

CHALLENGE

Brand is identified with previous ownership.

SOLUTION

Incorporate newly formed ESOP identity into marketing campaign.

CHALLENGE

Client base is shifting priorities to include “earth friendly” products.

SOLUTION

Incorporate “green” manufacturing attributes into sales brochure.

CHALLENGE

Inconsistent and unfocused branding.

SOLUTION

Remove branding responsibilities from field personnel and establish standards for all client interaction materials.

Business Cards

Correspondence Folder

Business Envelopes

Postcards

Client Leave Behinds and Tradeshow Handouts

Paper Clips

Colored PencilsThermos

CHALLENGE

National tradeshow presence is virtually non-existent.

SOLUTION

Partner with other divisions to utilize existing tradeshow booth that can be partitioned for multi-use applications.

CHALLENGE

Existing product does not meet the client’s level of design sophistication.

SOLUTION

Conduct extensive market research to aid in development of materials that are client driven.

CHALLENGE

Further solidifying brand image and product recognition.

SOLUTION

Continue with creative marketing campaign and increase focus on new introductions.

RESULTS

Beginning Sales Volume $9,600,000

Ending Sales Volume $12,600,000

Total Volume Increase 30%

Beginning Avg. Unit Sell Price $3.80

Ending Avg. Unit Sell Price $4.92

Avg. Unit Sell Increase 29%

Beginning Gross Profit Margin 35%

Ending Gross Profit Margin 42%

Gross Profit Margin Increase 20%