Vinylbilt Shutter Systems, Suwanee, GA, has launched Eclipse Shutters as its new consumer marketed brand name. This new name represents the company’s desire to build a more consumer-relevant brand and simultaneously provide its fabricator partners with a revitalized shutter program.
This new brand identity is being launched in February through a
comprehensive marketing campaign including trade advertisements,
a consumer-focused Web site, sales and marketing materials, and
a nationwide education program. This new campaign will focus on
the unique features and benefits that make Eclipse Shutters by Vinylbilt
unmatched within the market.
FABRICATOR PARTNERSHIPS KEY
Vinylbilt made the announcement at the company’s National
Fabricator Meeting in Orlando, FL, January 11 to 13. The meeting’s
theme “You ask. We listen.” included details on the
Eclipse name, logo, tagline and marketing campaign, the company’s
most comprehensive marketing effort to date.
The name Eclipse alludes to the light and the dark or, in this case,
the view and the privacy that shutters provide. “The ultimate
customer for shutters is the consumer and we recognized this proven
product needed a name and an image that consumers can relate to,”
said Shannon Hodges, business unit manager.
Hodges also emphasized, “Our fabricators were asking for additional
tools to make this shutter program continue to stand out amongst
the crowd. We feel that this new brand identity will do just that,
but we realize that our partnerships with our fabricators are key
to this brand’s success. We are thrilled by their response
and enthusiasm to these considerable changes.”
The new campaign, which carries the tagline “Elegance Within
Reach,” will clearly communicate the unique features of the
Eclipse shutter in a creative way that is more consumer and lifestyle
focused. Through Eclipse Shutters by Vinylbilt the company promises
there will be many more exciting things to come throughout 2006.