Challenge

Founded in 1918, American Lumber Company was a leading lumber wholesaler of specialty lumber and building materials, serving lumberyards and home centers in the northeastern and mid-Atlantic states.

After experiencing decreasing sales as a result of the declining housing market, American Lumber realized it needed to change in order to accommodate evolving market demands and customers' need for more flexibility.

Results

Following extensive research and discussions with customers, The James Group uncovered a need for a reliable and flexible wholesaler, in particular for small orders. American Lumber was repositioned as the small orders expert, the supplier that is willing to break mill packs to get clients what they need, when they need it and at fair prices. American Lumber's commitment to serving clients' evolving needs is further captured in the tagline: "Our warehouse is your warehouse."

The new brand positioning was supported by an extensive "We want your small orders" advertising campaign in print, online, direct mail and at trade shows, and was awarded the 2010 ProSales Excellence Award for smart, innovative and creative thinking. Read the full press release.

Since the campaign began in the fall of 2009, American Lumber saw a 20% increase in orders, both large and small, and has helped position American as the wholesaler that is willing to work with its customers.

Services for American Lumber Company

Brand Strategy, Logo, Tagline, Advertising Campaign, Website, Media Planning, Marketing Collateral, Web Banner Ads, PR

For further information contact:

Paul Blakely
212-243-2022 Ext. 302

paul@thejamesgroup.com