Our customers did not realize that a large manufacturing component existed in Syracuse, NY, adjacent to our offices where virtually all of our archival products were handcrafted. To increase awareness and inspire brand loyalty the Handmade Campaign was created, featuring hands-on images of our dedicated employees in manufacturing, making our archival products.
Consistent use of strategy
In part, the strategy of the Handmade Campaign involved “introducing” our employees to our customers—putting a face to the name–ultimately bringing our customers closer to the brand. These introductory pages in the annual catalog featured the two Product Managers discussing aspects of their new product selections.