Wagler's Homestore

A theme graphic was created to serve as the campaign anchor. The Caler Team used the company position statement and replaced letter forms with home improvement visuals.

Client Background

Capabilities literature, a direct mail program and
promotional flyers were designed, developed and
produced by the Caler Team.

New corporate stationery helped the Wagler team
professionally communicate with a host of national
suppliers and strategic partners.

The Challenge

Caler&Company created a Flash intro on the new
Wagler Web site that made visitors aware that
"Wagler's Homestore is Helping You: visualize
your dreams, imagine the possibilities, find your
style and design and remodel."

Half page, full-color news ads launched the
Grand Opening campaign. Visitors redeemed
their dollars-off coupons during the week-
long event.

The Outcome

Caler&Company helped Wagler identify and prioritize its objectives and developed a strategic marketing communications plan that strengthened their brand promise; Helping You...Make Your House a Home by positioning them as the preeminent expert in home renovation, with a mission to genuinely serve all homeowners, regardless of budget, with any home improvement project.

Outdoor advertising was part of the media mix.
The campaign theme dominated billboards.

Caler&Company produced this 30 second TV
spot which directly positioned Wagler against the
"Big Box Retailers."

With a targeted, memorable ad campaign, Caler&Company differentiated Wagler's Homestore from the "big box" home improvement stores by communicating that Wagler professionals focus on inspiring homeowners to get excited about home improvement, rather than selling products off the shelves. Caler&Company promoted the new Design Center as a showroom that enables customers to relax, ask questions and envision their dreams in a "no pressure" selling environment.

To merchandise for the Grand Opening event, the Caler Team created a series of in-store posters promoting the Wagler difference. Large-scale signs tied into the theme and the new corporate color palette

Caler&Company recommended exterior directional signage to help with parking and traffic management.

Reaching 1.25 million people, the advertising schedule included radio, cable TV, direct mail, newspaper, news releases, brochures, event coordination for their Grand Opening event and a new Website, waglershomestore.com, which received over 20K hits during its first week online. These elements communicate how Wagler professionals take the time to listen to customers' ideas, discover their goals and have the expertise, ideas, supplies, services, passion, originality and integrity to create their home improvement dreams.

Caler&Company
facilitated and
managed customer
sweepstakes and
grand opening door
prize opportunities to
augment the mailing
list. More than 100
suppliers were
contacted to participate
in the grand opening
event.

Caler&Company created
staff apparrel and name
tags so that Wagler staff
appeared as a team to
the public.

Caler&Company
orchestrated the
entire grand
opening event. The
Caler Team was
onsite during the
grand opening
event to help serve
the public.

The 60,000 square-foot
facility was organized,
merchandized and
decorated to welcome
new customers.

A well-stocked and fully
illuminated home center
was prepared for the
grand opening.

The hardware store staff
prepare for the grand
opening event. The
entire Do-It-Best
Hardware franchisor
supported the event with
prizes and percentage
off invoice for the grand
opening period.

Literature and home
improvement ideas
were provided to
visitors throughout the
grand opening week.

The community was in
awe to discover the
offerings of the design
center, home
improvement
possibilities and
newly merchandised
hardware store.

"I've been really pleased with the amount of publicity we've gotten over and above the paid advertising. We're continuing to see increased traffic and sales."