{"id":545,"date":"2022-01-02T20:52:26","date_gmt":"2022-01-02T20:52:26","guid":{"rendered":"http:\/\/digifolio.me\/mollyhunsinger\/?p=545"},"modified":"2022-02-02T00:35:36","modified_gmt":"2022-02-02T00:35:36","slug":"account-management-award-winning-campaigns","status":"publish","type":"post","link":"https:\/\/digifolio.me\/mollyhunsinger\/?p=545","title":{"rendered":"Account Management: Award-Winning Campaigns"},"content":{"rendered":"\n
\"ClosetMaid
Credit: On Ideas, ClosetMaid<\/figcaption><\/figure>\n\n\n\n
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Multi-channel Programmatic Media Campaign<\/h2>\n\n\n\n

ClosetMaid, Change Happens<\/em><\/p>\n\n\n\n

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Since 1965, ClosetMaid has been a category leader in home storage and organization. Headquartered in Orlando, Florida, ClosetMaid sells its portfolio of wire and laminated shelving, containers, storage cabinets and other closet and home organization accessories to some of largest home center retail chains, mass merchandisers, and direct-to-builder professional installers.<\/p>\n\n\n\n

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As an Account Supervisor at On Ideas since 2019, Molly Hunsinger has worked closely with ClosetMaid marketing executives on developing and implementing key areas of their annual marketing strategy including social media, public relations and digital marketing initiatives for both retail and building division.<\/p>\n\n\n\n

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In addition to being the account lead for ClosetMaid, responsible for managing day-to-day client communications, account supervision, scheduling, budgeting, reporting and billing, Hunsinger serves as the project manager, lead CRM subject matter expert and technical implementation specialist for their websites and CRM.<\/p>\n\n\n\n

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Under Hunsinger\u2019s leadership, ClosetMaid engaged the agency to produce a multi-channel, programmatic media campaign \u2013 the first broad-based consumer media ClosetMaid invested in, in more than six years. <\/p>\n\n\n\n

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To offer ClosetMaid\u2019s organizational products as a solution to consumers\u2019 changing storage needs at home, a nationwide campaign was needed to attract new customers, encourage further investment from current customers and elevate ClosetMaid as a leader in the home organization space. <\/p>\n\n\n\n

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Campaign strategy and creative concepts were pitched to ClosetMaid executives January\/February 2020 – prior to COVID-19 lockdowns.  Ironically, the campaign concept, Change Happens, was selected.  <\/p>\n\n\n\n

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The idea that people re-evaluate their organization and storage needs when a life change happens, such as marriage, a new child or a parent moving into the home, was the original inspiration for this theme.<\/p>\n\n\n\n

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The theme allowed for opportunities to weave storytelling throughout the different marketing tactics, resulting in significant content possibilities for all aspects of the campaign.<\/p>\n\n\n\n

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In March 2020, the campaign launched. The launch coincided with the beginning of COVID-19 lockdowns in the U.S., just as consumers hungry for home organization solutions began their online searches.<\/p>\n\n\n\n

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The gross media budget was $500,000.  The campaign goal was to increase national (U.S.) consumer brand awareness and support sales initiatives in all channels: in-store, e-tail and e-commerce.<\/p>\n\n\n\n

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The plan involved a full-funnel strategy, designed to work in combination with existing paid, owned and earned media efforts and within existing budget parameters to deliver specific, creative messaging to drive click-through for site visitation so consumers could begin their customer research\/purchase journeys.<\/p>\n\n\n\n

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The campaign was comprised of the following components, tactics and channels:<\/p>\n\n\n\n