At Stanley, an introspective marketing campaign
Stanley is looking within for its newest marketing campaign, which takes a good hard look at the qualities that make Stanley — well, Stanley.
Using the hashtag #Stanleyness, the company will be engaging its followers in helping to define the qualities of the Stanley loyalist: in the company’s words, "timelessness, durability, confidence and humility, with a touch of badass ruggedness."
"The Stanley brand’s rich history is built on the thousands of stories we’ve collected from fans that include a combination of incredible qualities – utility, substance, durability, honesty, reliability, and fortitude," said JoAnne Anderson, director of global marketing. "We’re setting out to pay tribute to our fans who embody these attributes by identifying them with the #Stanleyness hashtag."
The campaign will span print, digital and social mediums, encouraging users to engage on Facebook, Instagram and Twitter. A series of illustrations (one pictured here) depicts true stories from brand loyalists and will be printed on promotional items and distributed at trade events.
Stanley will also present a Golden Stanley Trophy to a few customers with the most #Stanleyness attributes.
Benjamin Moore launches virtual design consultant tool
Benjamin Moore is upping the ante in its digital assets game with the roll-out of Design By What Matters, a new online design tool that synthesizes data from social networks with consumers’ lifestyle habits and style preferences.
Using all of this information and more, Design By What Matters helps users conceptualize individual rooms based on — you guessed it — what matters to them.
“Designing a space is a very personal process inspired by what matters in an your life,” said David Melançon, EVP and CMO. “Whether you’re a design enthusiast or a novice choosing colors for your first home, Design By What Matters is a tool you can use to create living spaces that bring your personality, lifestyle and preferences to life virtually before you take the leap of committing to them in real life.”
Consumers can generate a customized bedroom, living room, kitchen or dining room after answering questions like, "What’s on your bucket list?" or "What does your dream view look like?"
Each room will feature its own Benjamin Moore color palette inspired by a favorite image or color. Customers can also then seal the deal by purchasing paint samples and getting personalized painting tips.
Parr Lumber appoints training exec
Hillsboro, Oregon-based Parr Lumber Company appointed Carl Moyer as the new training and development facilitator for the company and its subsidiaries.
Moyer has been in the learning and development field since 1995. His experience includes 20 years in various training roles at Yahoo!, Stream International, and Kinko’s.
“With more than two decades of experience blending curriculum development, facilitation, presentation, and project management, we anticipate that Carl will have a tremendous impact on the Parr organization,” stated Jim Boyer, CEO of The Parr Company. “We’re happy to have him as part of the team.”
“I am thrilled for the opportunity to be a part of an organization that places such a strong focus and commitment on employee development and training,” said Moyer. “As an avid home improver myself, I know first-hand the value training has on the overall customer experience. I’m looking forward to the opportunity to serve the employees and the customers.”
The Parr Company consists of six distinct companies that provide building solutions and services: Parr Lumber Company, Parr Cabinet Design Center, Cascade Wholesale Hardware, NSC, NSCi, and Parr Marketing Group.