Sarasota Shop Is First Ad Partner for Window Maker in Florida
ATLANTA–Clarke Advertising and Public Relations of Sarasota, Fla., has been named the first agency for PGT Industries, a Venice, Fla.-based manufacturer of windows and doors for builders, remodelers and wholesalers.
Clarke will develop a master branding strategy that will be the basis for all of PGT’s future advertising and sales promotional efforts.
Client marketing director Julie Heinsman said the account would bill “just over $1 million annually.”
The new business pushes the 12-year old agency past the $10 million mark in total annual billings.
There was no incumbent on the account. Agency principal Tim Clarke said his shop contacted PGT after reading in a local newspaper the company had hired Heinsman as its first marketing director.
According to Heinsman, PGT heard pitches from two larger Tampa, Fla., agencies, Paradigm Communications and Hallmark Tassone, but Clarke “really wowed us.” She pointed to Clarke senior account executive Kara Dohnalek’s previous category experience with Pella Windows & Doors at Kragie/Newell in Des Moines, Iowa, as a critical factor in the selection process.
Before being named winner, however, Clarke was hired to facilitate the company’s name change from Vinyl Tech to PGT (for Progressive Glass Technology). That move signified the client’s shift in manufacturing from vinyl covering to glass, which now makes up 75 percent of the company’s business.
“They gave us a shot on that project . . . in which we had to let people know it was only the name that was changing, not the company,” said Clarke. “We came up with a print ad that said, ‘The more things change, the more they stay the same.’ It ran in building and architectural publications, there was a 3-D mailing to builders, and we ran it in the local newspapers, since [PGT] is such a major employer in the market.”
PGT Industries considered the work on that project a success and assigned all its advertising to the agency. Heinsman said Clarke would continue with print advertising, but PGT also expected the agency to initiate broadcast media work as the company “start[s] marketing to the consumer.”
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