GARDEN CENTER CLIENT SUCCESS STORY
Anderson’s
Repositioning, strengthening and elevating a unique retail brand
ACTIVE 2015-2019
It’s fair to say that Anderson’s is an institution in Newport News, Virginia.
Having begun in 1954 as a wholesale plant grower, Anderson’s has grown over the years to be a retail department store with not only a nursery and greenhouse, but also gardening supplies and landscape services, home goods, seasonal gifts and décor, women’s fashion boutique and café. They pretty much broke the typical greenhouse retailer mold a long time ago.
In 2016, when Anderson’s had plans to open a second location in Virginia Beach, they were entering a new market with a distinctly different target audience, which had little to zero experience with Anderson’s. In addition, the market for their flagship location was waning. They knew a change was needed, and they needed the help of Red Chalk Studios.
SUCCESSFUL SOLUTIONS
Red Chalk Studios was instrumental in developing strategies, producing content and overall management for:
- Brand Positioning: a distinct and memorable core brand idea that is integrated into everything they do, with the core of everything revolving around a central theme of “love”
- Brand Identity System Design: naming conventions, logos for the core brand and all brand extensions, color palette, typography, brand voice and messaging strategies
- Store signage, way-finding and merchandising solutions
- Re-branding their greenhouse restaurant, Sage Kitchen: logo, menu design, naming conventions and environmental design support
- Multi-platform Advertising Campaigns: TV, direct mail, print, digital
- Website: showcasing each department’s unique qualities and expertise / LoveAndersons.com + LoveSageKitchen.com
- Social Media Strategy + Content Management: building strong connections with their core audiences
- Search Marketing: improving organic and paid search results
- Video, photography and editorial content
- Master Design & Messaging Systems + Creative Directorship: supporting in-house designers
THE RESULTS
Following launch of the new website:
- Month 1: 20% increase in website traffic + 30% increase in time on site + 24% increase in unique visitors
- 2019: 43% increase in traffic over 2018 + 37% increase in organic traffic
Following co-managing Anderson’s social media channels:
- Month 1: 6% increase in followers + 37% increase in organic reach + 47% increase in engagement
- 2019: 35% increase in followers since 2017 + 68% increase in organic reach + 105% increase in engagement
Our efforts will allow their internal team to manage and build on the foundation we created as well as the messaging strategies and design systems we’ve established.
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Brand Foundation Directive
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Customer Journey Mapping
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