A RC H I T E C T S E R I ES® COLLECTED A comprehensive look at the introduction of Pella® Architect Series Reserve™, traditional and contemporary windows and patio doors.
Contents 05
STR ATEGY
06
TOUCHPOINTS
08
PHOTOGR APHY
10
DIRECT MAIL
14
SALES TOOLS
15
MEDIA
16
ARCHITECT STORIES
17
PRODUCT VIDEO
18
ARCHITECTURE CONFERENCE 2017
20
RESULTS
S T R AT E GY
The Big Idea Architects are looking for meaningful beauty for their designs — combining style and substance — that adds unique modern conveniences. Architecture is a complicated practice of the arts. It requires creativity, a clear vision, knowledge of structures — bringing together all of these facets to create something original and personal. We are driven by the belief that every creator has a unique point of view.
TOUCHPOINTS
Campaign Plan
Print Ads
Through a fully comprehensive
Product Vid
and integrated campaign, this audience was introduced to Pella®
Web Banners
Architect Series ® | The Collection at numerous touchpoints. This map shows potential user experience paths, all leading to one end goal: contacting their local Pella sales representative.
Emails
Native Co Print & W
Direct Mail Social Media
To Architect Stories To Product Video To A’17 To Landing Pages
6 | THE INTEGER GROUP
Pro Site
deo
Landing Pages
Sales Tools
Architect Stories
Pella Representative
ontent Web AIA Conference on Architecture 2017
ARCHITEC T SERIES® COLLEC TED | 7
8 | THE INTEGER GROUP
PHOTOGRAPHY
An Eye for Artistry For this launch, we established a new Pella visual identity. Displaying the product as a work of art enabled us to capture the magnificent craftsmanship of these products by showcasing the exquisite details. Each beauty shot was hand-selected to reflect this style. The stunning selection of new hardware was photographed as mood boards to create an artistic aesthetic.
ARCHITEC T SERIESÂŽ COLLEC TED | 9
D irect M ail
Generating Buzz With an overarching message that Pella respects their craft, we created a five-week direct mail program that spoke the architects‘ language of artistry, while leveraging product details. Week 1: Teaser Email Week 2: D esktop Artist‘s Easel with Product Photography Week 3: Drafting Pencils and Notepad Week 4: C alendar Featuring Beauty Shots of Product Week 5: C ustomized Coffee, Mug and Pour-Over Device
10 | T H E I N T E G E R G R O U P
The focus of the five-week mailer was the details — created specifically to convey to architects that we share their passion and understand their process.
I went on an architect call with the Omaha PDSN leadership team to meet with Tom Clark, architect and principal at Advanced House Plans, whose contract with Marvin had recently expired. In his office, Tom pointed to the easel and said ‘You guys sent me this, and this is the type of product we are getting requested to draw all the time.’ Tom was so excited about the new product that he officially made the switch to Pella. B R A N D ON JAC OB S ON Pella Segment Business Manager
A R C H I T E C T S E R I E S ® C O L L E C T E D | 11
12 | T H E I N T E G E R G R O U P
S ales T ools
Equipping Sales Associates To get the market talking about these products, the Pella sales representatives were thrust to the front lines. Armed with literature, look books, and other promotional and communication materials, they were charged with stirring anticipation, maintaining relationships with architects and custom home builders, and sharing information regarding the product launch.
14 | T H E I N T E G E R G R O U P
MEDIA
The Right Place, the Right Time To create awareness and drive consideration of Architect Series® | The Collection, the team leveraged interactive and disruptive executions by engaging with content. One of the true heroes of the media campaign was the print ad. Showcasing the artistry of the product paired with a bold, eye-catching headline proved a truly stand-out execution.
The ad has a simple image — with the messaging of looking back into time, but looking forward with modern conveniences. The window draws you into the conversation in the headline and text. Making it an artifact or piece of art on its own is very effective and not often done.
A RCH I T ECT R ECOR D Best Print Ad, AIA Conference on Architecture 2017
A R C H I T E C T S E R I E S ® C O L L E C T E D | 15
ARCHITECT STORIES
Leveraging Industry Leaders To demonstrate Pella’s support of architects, we utilized some of Pella’s top-tier partners in a design-centric video series. Featured on Facebook, Twitter, Instagram, YouTube, LinkedIn and the Architect Series ® | The Collection landing page, these videos captured a superb reach with outstanding results — generating a lot of engagement.
It looks great and it was fun to do. Thank you!
ST EL L A CA ROSSO BC&J Architects, Bainbridge Island, WA
16 | T H E I N T E G E R G R O U P
PRODUCT VIDEO
Showcasing the Product Leveraging historical authenticity and Pella’s own Alan Pickett, this video revolved around architects’ need for customization. While it was necessary to address the product features, the team also used this platform to discuss how architects can achieve their design vision with these windows and doors.
At A’17, Pella’s premium campaign received the Architect Record Print Ad Award for bold headline and an Honorable Mention for Best Large Booth.
18 | T H E I N T E G E R G R O U P
ARCHITECTURE CONFERENCE 2017
Leaving It to the Pros To debut this collection, Pella sponsored two booths at the AIA Conference on Architecture 2017 in Orlando, Florida. For the first time, architects were able to physically interact with the product and speak directly with Pella representatives. The audience was also treated to a luxurious experience in the Pella VIP Lounge — where they could relax throughout the event, listen to a speaker, sip refreshments and have one-on-one conversations with their representatives. •
C reated personal direct mail invites for our VIP guests and kept in contact via email.
•
P romoting this appearance weeks in advance, social media and PR buzz were generated through Facebook, Twitter, Instagram and LinkedIn.
•
L ive-broadcasted on Facebook and Instagram during the Q&A sessions to involve those who could not be in attendance and our interested followers.
•
To wrap up, this audience received a followup email with a video of the event as another reminder of their VIP experience with Pella.
A R C H I T E C T S E R I E S ® C O L L E C T E D | 19
R E S U LT S
By the Numbers Within the first few months, the numbers we
“This is a nice way to approach
saw were outstanding. Most impressive were
residential design ... Good work!"
the Architect Stories views, social media
R I C K S TAU B
engagement and digital impressions. The audience genuinely connected with the Pella brand — providing endless positive feedback and admiration.
2,816,548 PA I D S O C I A L M E D I A IMPRESSIONS Paid Facebook efforts generated 2,444,542 IMPRESSIONS. 973,624 VIDEO VIEWS have been generated from the campaign. 372,006 LINKEDIN IMPRESSIONS with 1,488 clicks to play embedded YouTube video. 5,318 INTERACTIONS with premium social media content (excluding video views) throughout Facebook, Instagram, LinkedIn, Pinterest and Twitter.
20 | THE INTEGER GROUP
Navigating Homeowner
Architizer Editors | Sponsored Content
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But what is “home?” And how has
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“These windows are beautiful!!!” C I N DY R E E N T S SUFFERN
“Architect Series Reserve is ideal for historically authentic homes, sporting traditional finishes while still offering all the performance of modern windows and patio doors.” A RC H I T I Z E R . C O M
84,274 DIREC T MAIL AND NURTURE IMPRESSIONS Needs as a 21st-Century Architect
t | April 11, 2017
$1,916,348 IN NEW QUOTES
day’s American
generated through March.
at lies beyond the are nourished,
are made.
s the changing
architecture over
LaFleche, AIA,
4,921,188 PA I D M E D I A I M P R E S S I O N S
re exciting time to
3,443,728 IMPRESSIONS from digital display, driving 1,241 clicks to the website. 680,355 IMPRESSIONS from rich media expandable banners with users spending an average of 15 seconds with each ad unit. 797,105 IMPRESSIONS from the Architect Stories trailer banners, with 87.47% of users watching the video until the end.
A RCH I T EC T SER I E S® CO L L EC T ED | 21
Thank you. From the moment we began, we have been deeply and personally invested in this project. Inspiring us to push beyond our previous creative executions, we have immersed ourselves in Pella passion and pride. From all of us here at Integer, we congratulate the team on a successful product launch. It has been a pleasure working with you, and we look forward to our future collaboration.
Š 2017 | The Integer Group