Signage case study

1 The Signage Foundation | Business Makeover Case Studies| May 2011

howcasing Business Transformations through On-Premise Signage by Amanda Hagedon, Marketing Capstone Student, University of Cincinnati Does your business’s on-premise signage need a facelift? Wait. Better question. Do you have any on-premise signage to begin with? It is time to consider what your on-premise signage is doing… or not doing for your business. This article describes the processes that led to selection, implementation and impact of new on-premise signage for a fashion boutique in Burlington, North Carolina known as Compliments Boutique.

Compilation of data was administered by way of a questionnaire (See Exhibit A), developed over a period of three months. Questionnaire was distributed by way mail and email to two pilot companies, one of which is Compliments Boutique.

This friendly fashion boutique chocked full of trendy jewelry, fashions, and accessories made the bold decision to update their tired, worn out on-premise signage. In February of 2008, the storefront plaque and pole sign were made over with a “fresh, new look”. Primary motivations for this identity makeover were the advent of two major shopping complexes within 10 miles of Compliments Boutique.

Nancy Clark, Compliments Boutique owner claims, “I wanted the look to be very feminine and fun!” The colors underwent dramatic change. The building transformed from a drab pale yellow to a cheerful light

pink. A youthful polka-dot pattern used inside the boutique and among packaging and wrapping materials was added to the new image (See Exhibit E).

As displayed on the former signage (See Exhibit D) the tagline “jewelry, accessories, and gift” was replaced with “Boutique” bestowing an authentic sense of exclusivity and customization.

During this transformation, Nancy worked closely with Atlantic Sign media, a full service commercial signage company headquartered in Burlington, North Carolina. Both parties wanted the new signage to have an immediate impact, working on several iterations until a direction was indentified. Ultimately, Compliments Boutique wanted “something that people would talk about.” Once Nancy felt completely confident in the new identity chosen, the signage transformed within 30 days.

As far as costs were concerned, it was hardly an issue. Initial cost totaled to $3,200.00. This cost was completely inclusive for the storefront plaque upgrade at $700.00 and pole sign at $2,500.00. Unique to this particular case, the signage architecture was already in place. This project was ultimately renovating the signage structures’ facades with new graphics.

Atlantic Sign Media managed the permitting process. “Since we were updating

S

Every establishment needs it own identity.


existing signs, the process went smoothly” mentions Nancy. In the event we erected an entirely new sign, the process would have involved careful consideration of Alamance County permit laws.

When asked about the effect on business, Compliments Boutique identified four categories of critical importance (See Exhibit B): Company Image, Community Impact, Employee Retention, and Overall Look and Beautification. Each of the aforementioned categories received a 10 out of 10 ranking for level of importance. As a small business of only a of handful employees, retention is crucial. Compliments Boutique aspires for its contractor assistants to be proud to work here. Since the new signage, there have been zero new hires and zero dismissals.

Overall Look and Beautification was also on the radar. The dramatic change in appearance created a significant increase in customer count, by 10 to 15%. Nancy states, “The sign brought me new customers that previously did not know that I was even here in business!” Identified as a main benefit, the new and improved image resonated with the primary customer base, ladies 25+ who crave first-to-market clothing and accessories. Ladies from larger surrounding cities, such as

Durham and Greensboro, frequently shop in Burlington. Many appreciate Compliments Boutique’s charm and uniqueness not found in larger cities.

Due to the new signage, Compliments Boutique was able to maintain sales levels even with extensive competition from neighboring national retailers. They average about 15 sales per day, with sales ranging from $25 to over $300. Nancy was surprised business did not go down even a small bit. It is impressive that this small boutique continues going strong especially with shopping supercenters like Tanger Outlets located just 10 miles away, boasting names like Michael Kors, Cole Haan, and DKNY Donna Karan.

Nancy Clark’s decision to take a leap of faith paid off big time. She expresses confidently, “Yes, it was worth the money and I would do it again!” This invigorated business’s closing words of wisdom for others are to keep it fresh and looking professional. Never rely on the main signage of the shopping center or strip mall to do the job! Every establishment needs it own identity.

What does your signage say about your company?

“The sign brought me new customers that previously did not know that I was even here in business!”

The dramatic change in appearance created a significant increase in customer count, by 10 to 15%.


Exhibit A: Original Questionnaire


Exhibit B: Compliments Boutique Questionnaire


Exhibit C: Testimonial Letter


Exhibit D: Compliments Signage BEFORE images


Exhibit E: Compliments Signage AFTER images


Exhibit F: Compliments Boutique History

Signage case study

Documents

Transcript of Signage case study