Oakwood Feels At Home With Trone Advertising

Oakwood Homes Corp., the top retailer of manufactured houses, named Trone Advertising in Greensboro, N.C., its first agency of record.
The client will devote $14 million toward a TV-heavy national campaign, said Jim Steinmeyer, Oakwood senior vice president of marketing and product management.
Located just two miles from Trone’s offices, Oakwood last year asked the agency to serve as a consultant. The growing company wanted to know how to brand its pre-assembled houses, ranging in price from $17,900 to $100,000.
Trone spent four months conducting a positioning study comprising quantitative and qualitative research.