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The Wallpaper industry was facing flat sales and bare walls! Over the past two decades, paint had successfully displaced wallpaper as an easier, more cost-effective do-it-yourself decorating solution. York Wallcoverings the oldest wallcovering manufacturer in the US, needed to create a resurgence of interest. The Kotchen Group was retained to publicize paper over paint and totally redecorate the wallpaper message.
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The national child-nutrition advocacy organization, the School Nutrition Association (SNA) has made strides in improving school meal options, increasing food safety and lobbying for child nutrition issues. However negative news is often the focus of public attention. Our objectives were to publicize the message that school lunches have changed for the better and to increase awareness of SNA as a catalyst for improvement.
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Fabulous Finishes, Metallic Sprays, Home Décor and Kids Tuff are recent product launches from Krylon spray paint, a division of Sherwin Williams. The Kotchen Group was retained to position the new spray paints and pens as an affordable, quick and easy to use product for women in do-it-yourself (DIY) and craft categories. The challenge would be to dispel previous research results and change the apprehension among women about the use of paint, due to perceived odor and mess.
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The National Program for Playground Safety (NPPS) is a non-profit organization based at the University of Northern Iowa. With a child in the U.S being treated in an emergency room every 2 1/2 minutes for a playground related injury, the objectives were to generate awareness of the NPPS as the foremost resource for playground safety, and to increase consumer requests for NPPS playground-injury prevention information and sale of collateral materials.
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Raytek Corporation, the leading manufacturer of temperature-related measurement devices wanted an introduction to the consumer market for the recent launch of the MiniTemp. Previous distribution of the non-contact temperature gauges had targeted professional trade industries.
The new “point-and-shoot” version was designed to reach consumers, from the DIY handyman to the backyard mechanic. The Kotchen Group would meet the challenge with temp tips around the house, in the kitchen and even under the car!
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Hitchcock Fine Home Furnishings, a heritage-rich 180-year-old New England furniture manufacturer and retailer, was sitting on a well-kept secret - the annual Limited Edition Hitchcock Christmas Chair. Although the handcrafted chair had become a classic collectible, the company relied on repeat orders from a select group of customers resulting in flat sales. Hitchcock needed to create a resurgence of interest and a revival of energy for the brand. The Kotchen Group was retained to polish off the dusty chair in time for the holiday shopping season.
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Roc-lon® TLC™ (Total Light Control), a unique ready-made, blackout-fabric drapery liner that attaches to the back of any type of home drapery, was recently introduced as a new division of Rockland Industries, Inc. Recognized as the world’s leading manufacturer of drapery linings for the hotel and retail industries, this was the company’s first venture into the consumer market.
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Casual Male, a 450 store retailer servicing Big & Tall men, needed a new image. In an effort to change misconceptions and reinforce the idea that men can be fashionable regardless of their size, TKG launched a public relations campaign borrowing tactics from our experience in the plus size women’s market.
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The Polonaise Collection, Kurt S. Adler’s premier line of collectible blown glass ornaments, needed a competitive edge. Aggressive marketing from competitors already had strong visibility as well as an ongoing relationship with the Today Show and Oprah. Without a celebrity-sized budget, how could Polonaise compete in the national arena? The Kotchen Group was retained to generate brand awareness among holiday shoppers, collectors and the bridal market.
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