Integrated Communications Case Study: Finleaf Gallery

Situation

Finleaf Gallery is an eclectic shop located in a historic house in one of Columbia, South Carolina’s most desired shopping districts. After three years in business, the shop faced an identity crisis in that many people didn’t know it existed, didn’t know what it offered or were confused by the original name, Finleaf Tea Arts. Davis Public Relations and Marketing developed an integrated communications campaign to educate current and potential customers about the original artwork, exceptional gifts and fine teas housed in this unique shopping destination.

Strategy

Davis Public Relations and Marketing developed an integrated campaign that combined public relations and advertising tactics to establish the brand, increase traffic and sales, and market the products and events. After conducting informal research, reviewing existing collateral materials and holding numerous brainstorming sessions with the owner and staff to define their vision for the shop, we suggested a name change to Finleaf Gallery to better establish the shop’s identity within the arts community. We developed a new tagline “Exceptional Gifts and Fine Teas” to capture the high quality of the unique gifts and loose-leaf teas imported from around the world and then set out to develop tactics that would reinforce this new brand.

Tactics

Working with our art director and website developer, we designed a new logo, stationery package, merchandise tags, sign, brochure and website that highlighted the three lines of business – art, gifts and tea. The brochure was mailed to current customers to introduce the new brand and to prospective customers to entice them to visit the shop, and it is used in the shop as a bag stuffer or handout. The new merchandise tags were made from a delicate paper with the appearance of a “tea-stained” old-world map. We developed a calendar of events that would reinforce the “gallery/gift shop/tea room” brand – a series of “Art Evenings” in which two or three artists showcase their latest work in a social event with customers; a series of tea tastings and teapot demonstrations to educate customers about the different teas and how to appreciate them; and even two health-related lectures that incorporated the health benefits of tea. We developed print advertisements that promoted both the products and events, and selected two upscale monthly women’s publications for placement. We also coordinated a media relations program with both magazines and other media to feature the gallery’s artwork and gift items in articles and feature layouts.

Results

Since its launch in spring 2005, the campaign has lead to a marked increase in both sales and new customers. Total sales for 2005 increased 10% from 2004. Notably, 86% of the gallery’s total sales for 2005 came after the launch of the campaign in May. The gallery has experienced a noticeable spike in attendance at gallery events and increased calls from reporters considering them a resource on tea, original art and specialty gifts. The campaign received a 2005 Mercury Award of Merit for Integrated Communications, Silver Wing Award for the brochure and Silver Wing Award of Merit for the website from the South Carolina Chapter of the Public Relations Society of America.