Midmarket Challenge For Cadmus




Office Furniture USA Awards Its National Branding, Advertising
ATLANTA–CadmusCom in Richmond, Va., defeated three other agencies to win the $4.5 million advertising account of Office Furniture USA, according to the client.
The account had been with Jackhammer of Birmingham, Ala., which participated in the review. Other contenders were Luckie & Co., also of Birmingham, and Meridian Communications in Lexington, Ky.
A major factor in the selection of CadmusCom was its various sister companies within the Cadmus Communications Corp. empire.
“We completed a national review of branding companies, advertising agencies and catalog design shops,” said Dennis Arnold, vice president of dealer relations at Office Furniture USA. “CadmusCom was the best in each individual area. However, the fact that we could get all of these services under one umbrella allows us more continuity in the development of all of our marketing and advertising tools. This unified approach makes it easier for us and our [dealers].”
Work on the account will include a branding campaign, advertising and creative development, media placement, catalog design and production, plus a national direct mail campaign.
“This is what we’re trying to be about,” said agency president Kelly O’Keefe. “We have a national brand that is not well known and we have the opportunity to take them to a place that goes beyond where they have been before.”
The Birmingham-based client is a national franchisor of midmarket office furniture. It caters to firms that cannot afford brands like Steelcase or Herman Miller but want something better than the discount fare found at retailers such as Office Depot or Staples. There are 156 Office Furniture USA franchises representing 228 locations in 38 states.
“We don’t see another national player that is selling in the middle market,” said O’Keefe. “So we’re in a position to help [the client] establish a whole category.”
The agency will first conduct research into that market segment before it begins crafting advertising.
“I want to know what that audiences looks like, smells like and how they think,” O’Keefe added. “This is going to be a significant research project.”