Client
NayaCo is an innovative entrepreneurial manufacturer of flush mount albums, creative photo products and custom design services for the professional photographers market.

Challenge
NayaCo had introduced innovative pricing, technology and customer service strategies which built initial customer trial. NayaCo programs were quickly copied and introduced by leading competitors. NayaCo sought a marketing plan to build their brand and increase the customer base and retention.

Analysis

• Immediately immersed in NayaCo’s industry, strategic issues and competition through national trade show attendance, employee interviews and competitor interviews
• Audit all print, sales, online, web and promotional materials
• Identified immediate and serious miss match in company positioning, marketing presentation and target audience needs. NayaCo lacked brand positioning and market-effective visual communication.  Company under marketed their visual elegance, superiority, customer satisfaction and product quality in offline and online mediums.

Strategy

• Establish priorities for immediate plan implementation
• Redefine market positioning and brand presentation
• Implement marketing efforts to acquire new customers and enhance repeat customer purchase.

Implementation

• Developed company story, re-positioned company and established branding with positioning tag line
• Structured new image and catalog direction
• Directed catalog program (print and online redirection)
• Provided direction on promotional strategy
• Defined and implemented guerilla PR program
• Provided direction and support on implementation of first celebrity seminar and promotion
• Provided guidance and recommendations on trade show plan and support

Measurement

• Increase in sales immediately responding to new catalog introduction
• Excellent response to celebrity seminar event
• Heightened awareness from PR efforts