The BACKGROUND

The CHALLENGE

American Woodmark Corporation (AWC) is a US manufacturing company in the home improvement sector delivering quality cabinets and home furnishings since 1995.  Similar to homeowners that need a kitchen renovation, AWC found that their online marketing strategy was in need of an upgrade.  In a time where demand is found through digital and social media channels, AWC found it imperative that they bring the customer-centric lens into their marketing strategy and create an online experience that would relate to a broader customer base.

InnerActivate was selected to develop a modern and customized digital marketing strategy that would build brand awareness across their evolved multi-generational buyer personas, incorporate additional acquisition channels (video and social) and provide new and innovative experiences to delight customers.

The sOLUTION

InnerActivate began the process by learning who AWC was, their products and what their brand represented.  We interviewed stakeholders to understand how they currently connect with customers and their vision for the future.  By conducting a thorough deep-dive of AWC’s products, web presence and competitive landscape we were able to take a data-driven approach to designing a new content architecture, buyer personas, and user experience extended to web and mobile.

 

“Ultimately, InnerActivate delivered exactly what was needed because they sought to understand who we are at American Woodmark Corporation, what we are doing today, and where we want to go, rather than trying to deliver a generic solution or template developed with other customers.” – Porter Thomsen, Director of Marketing, AWC

By conducting a thorough deep-dive of AWC’s products, web presence and competitive landscape we were able to take a data-driven approach to designing a new content architecture, buyer personas, and user experience extended to web and mobile.

 

“By using data from keyword search, InnerActivate showed us how customers want to talk about and describe kitchen cabinetry in a way that differs from how we communicate about our products today.”

Throughout the process we interacted regularly with AWC in order to discuss status, share prototypes and collect their feedback to incorporate into the overall strategy.  By partnering closely with AWC, we were able to take the journey together in creating a meaningful and memorable design and digital solution.  

 

“InnerActivate communicated regularly and effectively… And above all else, listened carefully to our feedback and thoughts throughout the project, then incorporated them directly into the work. I saw the results in our on-site working sessions and in the finished product.”

At the end of the project, InnerActivate delivered a visual storytelling experience that included a digital framework and activation playbook that was customer-focused and action-oriented.   

 

“The biggest thing that InnerActivate delivered for us was a framework to think about our Digital Marketing initiatives through the lens of the customer experience. It was incredibly thorough and built in a way to provide lasting value.”

By building the framework around a dynamic buyer’s persona construct, AWC would now have the tools to create multi-dimensional content, promotions and brand awareness for targeted markets. 

 

“Rather than just delivering unique and disconnected recommendations, InnerActivate tied everything together and linked action steps back to the framework, the output delivered a great mix of strategy and tactics. We will be acting off the foundation which InnerActivate’s work created for years.”