Case Studies

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Challenge ~ The Wood Products Group (WPG) is a not-for-profit trade association that advances the interests of specialty and value-added wood-products companies from Atlantic Canada. WPGC promotes strategic supply and marketing partnerships among its members, enabling them to capitalize on larger business opportunities and leverage greater efficiencies in their business processes. WPGC came to RainCastle to rebrand the organization in preparation for expanding its presence in the international marketplace, with particular interest in launching a design center in the U.S. market to showcase its member's high end product lines. As part of the process, RainCastle was retained to develop a "go to market" strategy that included a brand positioning, architecture, naming, identity, communications system and PR to support this major launch initiative.

Solution ~ RainCastle conducted extensive interviews with WPGC, members, Canadian government officials and prospective U.S. customers, including builders and architects. From this research plus market analysis, RainCastle gained tremendous insight into market's preferences and needs.

Based on the findings, RainCastle developed a brand and messaging platform that properly positioned the WPG in the international marketplace. As part of the brand strategy, RainCastle also created an architecture that will serve as the foundation for how the organization will market all future products and services.

The components of the program included elevating the name of the organization from wood Products Group to The Wood Products Group of Canada (WPGC) to allow the organization to expand its presence in the years to come. RainCastle also created a name for the showroom. The new name, The Artizan Design Centre, was selected to effectively communicate the attributes and benefits of the member's offering.

To bring the to brands to life, RainCastle developed an identity system for WPGC and Artizan and a comprehensive set of communications to support the launch in the U.S. market. The design system was developed to convey the quality, craftsmanship, and innovation for which Canadian wood manufacturers are known. The communications program included Artizan web site, Artizan collateral, trade advertisement, signage, invitation, and a media kit. In addition to the communications, RainCastle handled the public relations for the launch of the Artizan Design Centre.

With foundation firmly established, The Artizan Design Centre celebrated it's grand opening in Lawrence, MA in March, 2006.

Results ~ The Grand Opening for the Artizan Design Centre was a huge success with a turnout of over 100 officials and business executives. Congressman Martin Meehan; Micheal Sullivan, the mayor of Lawrence and a number of high-ranking Canadian government officials participated in the ribbon cutting ceremony.

The brand program that RainCastle developed provided the organization with the tools necessary to establish itself as a high quality credible resource to the building community. It appeals directly to their target market of builders and architectures and lays the foundation for the future grow of the organization.