Trusted building supply company John H. Myers & Son, owned by
US LBM Holdings based in Illinois, set out to launch its first showroom under the national Elevations brand — delivering a premier experience for high-end buyers, designers, architects and builders within the Baltimore and D.C. area.
We worked with both organizations to guide their executive teams through an extensive, fast-tracked message strategy and branding process to support the launch of the national brand and the local showrooms so that they could hit their first market launch hard with a rollout that drove leads.
Building a Brand Foundation
Consistent messaging is the foundation of any brand strategy, and in a building supply market full of different price points and varying scales of services, it was essential that the Elevations team had a brand they could be proud of and committed to.
We crafted a distinct voice that was motivational for internal audiences and enticing to external audiences. Our team developed the brand’s unique selling proposition, honed to precisely speak to the needs of vertical segments and audiences.
The result can be summed up in a precise value statement:
Professional support. Design inspiration.
With this value statement, the team was also given a clear mission and brand strategy tools that empowered them to take ownership of the new premium brand – all reflective the new level of professional trade support to architects, builders, designers and high-end customers in the Washington, D.C. and Baltimore, Maryland markets.
With a clear voice and plan, it was time to drive sales.
Driving Digital Demand & Awareness
With messaging complete, the website build went into full swing. Gavin was tasked with creating a high-end, responsive website including online appointment booking capabilities and an inspirational gallery full of project highlights. The website was built with Elevations’ brand strategy and diverse audiences in mind: introducing users to the site with a splash page directing them to one of two pages — homeowners or trade professionals — that include targeted content specific to each group.
Understanding that Elevations’ secondary audience is homeowners within the D.C. and Baltimore region, a focus of this page is personal content regarding homeownership, including copy surrounding specific rooms in their home and how Elevations can help them bring their design vision to life. As part of the overall brand strategy, we also wanted to emphasize that homeowners should bring their trade professionals with them for a tour of the showroom.
As the primary audience of the website, trade professionals are directed toward targeted content that focuses on premium home products and services, as well as referrals and business growth opportunities through partnership. Again, trade professionals are encouraged to bring their clients — the homeowner — with them to tour the showroom, but are also encouraged to visit the showroom on their own during special events or to speak with product specialists.
Telling the Showroom Story
Visuals are everything when it comes to marketing Elevations’ high-end showroom, located in Ellicott City, MD. At every turn, customers will find unique products and fully realized displays that inspire. Elevations wanted to share a virtual look at this inspiration in an effort to pique interest for both homeowners and trade professionals. We executed an intensive photo shoot and video shoot at Elevations — from beauty shots to video pans and glide cam shots — to showcase the showroom with a virtual tour that is now used on the website, on social media and for sales.
Elevations Design Solutions by Myers is a high-end inspirational showroom providing the best in cabinetry, flooring, window and door design for trade professionals and homeowners. Backed by John H. Myers & Son, Elevations opened its doors in April 2016, bringing a unique showroom experience to the Baltimore and Washington, D.C., area for customers to use at their convenience. The 5,200-square-foot showroom displays countless quality brands, allowing customers to tangibly discover the right products for their home. Elevations is available for trade professionals to bring their clients and for homeowners to bring their trade professionals for a one-of-a-kind experience, complete with design, sales and product service support.US LMB Holdings, John H. Myers & Son’s parent company, is the third-largest building products distributor in the country, spanning a total of 27 states and 229 locations. Establishing supportive collaboration with their operating companies, the US LBM business model encourages continued autonomy from each individual location and prefers partnerships that include the current owners and management.