142521_CraftsmanAgencyBook

CRAFTSMAN

Our brand partnerships are diverse.Our passion is singular.

1© 2014 MARKETING SUPPORT, INC. ALL RIGHTS RESERVED.

agency background


BRAND PASSION

Agency MSI is a forward-thinking, creatively driven marketing company that has been independently owned for over 50 years.

We have learned to leverage the insights gained over our rich history and deep experience across diverse verticals and multimedia disciplines.

We create strong emotional ties between your customers and your brand.


85+ PROFESSIONALS


IN-HOUSE INTEGRATION

Interactive Media Planning

& Buying

Dealer Support

SEM

SEO

In-Store ProgramsDirect Mail

Email

Merchandising

Social Media & Promotional

Events

Sales Promotions

Print & Digitial Catalog

Production

Brand Identity & Architecture

Brand Strategy Promotional

Event Integration

Traditional Media Planning

& Buying

We designed our agency integration to outperform and deliver best-in-class campaigns. Our client partnerships are intense, dynamic, fast-moving and fast-growing. Intelligent integration is the key to our success and yours.

Agency MSI is constantly evolving and perfecting an integrated platform of incredible services.


Our client experience also spans a range retailers and leading manufacturers.

We intimately know and partner everyday with small and midsize businesses.

CLIENT EXPERIENCE


MSI Studio knows photography excellence — from managing a singular gorgeous product shot to dramatic locations across North America, absolutely every image receives the same exacting attention to detail.

With over 30 years of home design experience, our Creative and Production teams produce compelling images that are placed weekly across a myriad of advertising and media channels. Our spacious loft studio is an open and infinitely flexible space providing efficient solutions for creative visions. And of course, we are fully integrated with Agency MSI.

MSI STUDIO


relevant experience


CRAFTSMAN INDUSTRIAL

Craftsman engaged MSI to develop a marketing program to reintroduce Craftsman Industrial Tools to the B-to-B market. Key to the program is a 450 page catalog containing over 4500 product SKU’s. MSI managed the design and production process of the catalog as well as producing over 600 new tool product photos.

An optimized digital catalog and image library were also developed to support e-commerce and local distributor marketing efforts. Trade show booth graphics and collateral brochures utilized the graphics style developed for this program.

Services• Brand Support• Graphic Design• Commercial Photography• Video Production• Advertising Services

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CRAFTSMAN

The Craftsman lawncare creative brief indicated two main pain points: First, comparison shopping was confusing and frustrating. The customer could not distinguish between key feature / benefits. Second, the good-better-best price strategy was undermined by poor POS communication.

The package redesign by MSI aligned the goals of brand management, product design, merchandising and packaging.

The clarity of communication stole share from other national brands and upsold the DIYer to Craftsman top-margin SKUs.

Services• Brand Architecture• Packaging Design• Packaging Leader SKUs• Brand Standards• Merchandising


CRAFTSMAN CLUB

Our proud partnership with Craftsman began 13 years ago. The Craftsman Club Acquisition and Loyalty Program has now topped 5 million members. Our ongoing Management of the program continues to drive both retail and online sales. As agency of record for

Craftsman Club, MSI has developed the communication that integrates Sears Shop Your Way Rewards into the Craftsman Club program.

Services• Brand Architecture• Brand Identity• Logo Refinement• Digital• Loyalty/Direct• Collateral• Promotions


DIEHARD

“Life Demands DieHard.” Clean and dynamic, the new messaging and graphics were designed to speak to a younger demographic and re-establish the DieHard brand as a category leader, one strong enough to support premium pricing and extend the brand into new portable power categories.

Services• Brand Identity• Logo Refinement• Packaging Design• Brand Standards• Merchandising


ACE HARDWARE

The Ace brand label is one of the top U.S. store brands, encompassing over 11,000 products produced by more than 250 vendors. Their label generates almost $1 billion in annual sales.

Ace charged MSI to develop a new packaging system that would continue the growth of the private label brand and extend it into new categories.

The system would also need to clearly differentiate a growing line of premium products, helping to position Ace as a contender against national brands.

Services• Brand Architecture• Packaging Design• Packaging Leader SKUs• Brand Standards• Merchandising


ASSURELINK

Sears Holdings Corporation and MSI have partnered across every major power brand, including the global success of DieHard, Kenmore and Craftsman.

SHC once again chose MSI to cut a marketing path and help them strategically position their latest innovations.

MSI is rebranding Assurelink with forethought and broad digital integration in mind. We are excited to be part of the marketing team for a new generation of integrated products and features.

Services• Brand Architecture• Naming• Brand Identity• Logo Design• Packaging Design• Merchandising• Digital• Collateral


RAINDRIP

MSI was challenged in the creative brief to expand Raindrip sales at Lowe’s by targeting potential new users shopping the store in gardening.

A new “kit” was designed and positioned for

“Automatic Watering.” Pre-assembled products were included in the easy-three-steps kit.

Unique lawn and garden displays and cross-merchandising opportunities were also presented to Lowe’s for their innovation endcap.

Services• Brand Identity• Logo Design• Packaging Design• Packaging Leader SKUs• Brand Standards• Merchandising• Digital• Collateral


MASTERBRAND

As agency of record for MasterBrand, MSI is developing integrated marketing solutions across all marketing channels, both in-store and online. The intense (and fun) partnership has sharpened our expertise within both big-box and independent retailers.

MSI is currently helping MasterBrand redefine customer engagement at the showroom level by incorporating digital kiosks, video walls and personalized prompts that simply guide a homeowner through a streamlined process. The experience has moved from daunting to doing.

Services• Brand Architecture• Naming• Brand Identity• Logo Design• Brand Standards• Merchandising• Digital• Collateral


ROYAL WING

Tractor Supply Co. has long been a destination for animal and pet supplies. The bird aisle is no exception. Prior to our engagement, the department lacked a communication strategy needed to attract first-time users or serious birdwatchers.

As the brand steward for Royal Wing, MSI is charged to create a selection process to guide the consumer to the right food and feeder based on their specific region. We commissioned original colorful bird illustrations and extended the look from a unique store aisle to packaging and ecommerce. Arriving at the destination and walking the aisle is now a delight, and navigation is entirely intuitive.

Services• Brand Architecture• Packaging Design• Packaging Leader SKUs• Brand Standards• Merchandising• Promotions


SERTA

Serta engaged MSI early in its planning and development of an incredible, new product line of sleep products that exceeded current category standards. We established clear and compelling positioning behind the evocative and memorable name.

iComfort is now the leading signature brand within Serta, posting record sales within the industry. Serta is also opening new store formats under the exclusive iComfort name.

Services• New Concept Design• Brand Identity• Brand Positioning• Fixture/POP• Print Collateral• Interactive Video


Our creativity engages customers.Our passion earns our clients’ business.


142521_CraftsmanAgencyBook

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