Case Study / Old Dominion Furniture
How Old Dominion Furniture’s new website increased sales
We helped Old Dominion Furniture Co. revitalize their brand’s online presence and establish a strategic marketing system to ensure continuous growth.
Old Dominion Furniture Co. realized their website and messaging needed an overhaul. After creating a revamped website and developing a strategic marketing plan based on their goals, we became their trusted creative and marketing partner.
The Challenge
Old Dominion Furniture Co. crafts beautiful commercial furniture that perfectly suits the needs and styles of their restaurant clients. While working to connect with the architecture and design industry, they realized their website and messaging needed a refresh. Not only that, but they lacked a clear strategy for using their website and marketing to drive more customer orders. So, they went on the hunt for a strategic collaborator who could handle all aspects of their marketing and design. That’s when Old Dominion Furniture Co. found us.
Our Approach
Strategy
Workshops were conducted to identify key components of their brand and target audience. These exercises helped us understand how to approach messaging refinement. Our team then organized an audit of their website to analyze performance optimization and user traffic engagement.
Design
With a well-established, strong visual identity, we made sure each refinement stayed true to their brand. Analyzing the user experience allowed us to pinpoint areas of focus and design a seamless space to easily navigate. This provided brand consistency, a deeper connection with their architecture design audience, and served as a jumping-off point for a more comprehensive plan for future growth.
Growth
We launched an inbound marketing strategy that regularly responds to the needs of their audience. In addition to blogs, email marketing, and LinkedIn content, we continue to collaborate on a variety of sales collateral to help promote their company and drive more business.
Solution
We refined their overall brand message, website, and collateral using a story-based framework that attracted more of their ideal audience. The launch of their consistent marketing efforts has opened doors for new sales opportunities. After more than two years of working together, our partnership brings in more qualified leads for Old Dominion Furniture Co. through blogs, email marketing, and social content.
Brand Messaging
Old Dominion Furniture Co. had a comprehensive brand identity guide, but they felt the wording they used on their website and in marketing emails was confusing and inconsistent.
Through a series of collaborative Brand Messaging Workshops, we helped identify their ideal customer and the attributes that made Old Dominion Furniture Co. unique.
We identified interior designers as an ideal customer for their messaging efforts, so communicating the customization capabilities was important. It was also important to highlight how ODFC is a US based manufacturer who prioritizes quality and customer service.
Website Design
From this refined message and tone, we got to work revamping their website. A simple yet elegant style provided ample room for their vast and beautiful portfolio imagery to shine. With those photos serving as the focal point, the surrounding elements served to accent the variety of products and services.
A calm, earthy color palette was carried over from their brand identity, establishing the company as approachable and reliable. Carousels, collages, and tiled-displays establish an engaging interface to browse their selection of furniture displays. Thin, outline icons are used to highlight key attributes and offerings amidst full spreads of color. The typographic combination of serifs and sans serifs promotes readability and reflects the business’ modern, cultivated charm.
Inbound Marketing
The revitalization of the website opened doors for new opportunities. Once the refined brand messaging and design was implemented, we switched gears and stepped in as their marketing and creative department.
Through consistent social posts and marketing emails that showcase their products in stunning restaurant environments, we further strengthened Old Dominion Furniture Co.’s brand presence. Meeting with their team on a weekly basis has allowed us to stay in tune with the businesses needs and capitalize on new opportunities.
Our ongoing partnership has broadened the scope of reach, amplified sales leads, and positioned Old Dominion Furniture as a leader in durable and stylish restaurant furniture.
Sales Collateral
Old Dominion began to expand their marketing materials beyond the digital space to provide their clients with the necessary tools to customize their restaurants.
To serve as an in-depth showcase of their products, we designed a 72-page look book for their sales reps to share in customer meetings. Sales sheets were also created to highlight their products’ features and educate customers on how to specify and efficiently order the products.
Sales Sheet
Look Book
Results
By incorporating a story-based approach, refining their brand messaging, and implementing effective content and email marketing strategies, we helped Old Dominion attract more leads, drive conversions, and achieve consistent growth. Our attention to design detail and focus on aesthetics created a compelling brand presence that resonated with their audience, positioning Old Dominion Furniture as a leader in aesthetic commercial furniture.
8%
Average Increase Email Open Rates
22%
Increase on Organic Search Sessions
100%
A cohesive, unified brand experience across every platform
10K
monthly views on Pinterest
