THIS ISWHAT WE DO
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Client
Craftsman
Project
Interactive Experience – Garage of Knowledge
Market
Hardware / Tools / Storage
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Description
As part of its brand re-launch, Craftsman sought a reinvigorated web presence to support its core brand attributes. The Garage of Knowledge (GOK) invites and engages users to explore the brand, its products and value-added content. The GOK is divided into different rooms: Featured Products (multi-page showcases of new products), Video & Knowledge (brand, how-to and product videos and articles) and Club & NASCAR (Craftsman Club, the customer loyalty program and NASCAR sponsorships). Rooms also highlight main product groups: Hand & Power Tools and Yard Equipment. Total number of users and time-on-site increased significantly from previous versions.
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Client
Kenmore Brand
Project
2009 Kitchen and Bath Show Kenmore® Booth
Market
Home Appliances
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Description
Winner of Graphic Design USA magazine’s 2010 American Package Design Award, ARS set the direction and inspiration for the booth space, including leveraging sustainable materials like eco-resin, unique new fixtures and a signage experience with a clean, eco-friendly look and feel that touted Kenmore Brand’s latest innovations and its commitment to eco-friendly products. This experience featured interactive sound-byte POP to increase product engagement and capture interest. An editor’s invite to an exclusive after-show event was also developed to create excitement prior to the show.
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Client
Craftsman
Project
Viral Campaign – Halloween
Market
Hardware / Tools / Storage
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Description
Craftsman sought to build on the success of the previous year’s Halloween disruptive viral campaign. ARS developed a multi-media experience utilizing existing brand characters in collaboration with a viral marketing vendor. Users customized characters by uploading a photo and selecting accessories and a background. They chose a text-to-speech message or created their own to send to friends or post to social or personal web pages. According to the viral marketing vendor, the experience garnered some of the highest site engagement, e-mail and page post numbers for a short-term viral campaign in their history.
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Client
Kenmore Brand
Project
Beyond Green Launch
Market
Home Appliances
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Description
To create excitement and build awareness for the new, High Efficiency HE5t Steam™ front-load pairs, ARS developed “Beyond Green” launch messaging that communicated how the new pairs weren’t just eco-friendly, they went above and beyond to offer the latest innovations and designer colors. This was supported in-store through an end cap display, consumer literature and training guide featuring inspirational, life-style oriented copy and images. Prior to the launch, ARS designed a press kit with small gifts that played off the new designer colors: Chai, Twilight and Truffle.
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Client
Craftsman
Project
Interactive Holiday Gift Guide
Market
Hardware / Tools / Storage
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Description
Craftsman requested a gift guide experience to educate potential gift givers and engage potential gift recipients. Using Craftsman brand research, personas were created based on gift recipient product interest. An easily navigable, user-friendly interface was designed that incorporated a wish list application, allowing users to create, print and e-mail their wish lists to friends and family. Multiple links drove product purchases to Sears.com and allowed for wish list additions. Site interaction time, wish list usage and e-mail totals far exceeded client expectations.
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Client
Kenmore Brand
Project
Shaved Ice Entrance Display
Market
Home Appliances
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Description
To build awareness and promote this new industry feature, ARS partnered with Kenmore Brand to deliver exciting consumer messaging, training materials and unique visual displays, including dynamic entrance signage that won Graphic Design USA magazine’s 2010 American Package Design Award. The die-cut banner created dimension to effectively capture the attention of consumers and generate excitement about Shaved Ice.
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Client
Dollar General
Project
Website
Market
Convenience Shopping
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Description
Dollar General had primarily used their website to provide basic corporate information. With more of their consumer base migrating online, they decided to transition from a corporate identity tool to a targeted, consumer-focused resource. In addition to changing the style and design to more closely reflect other consumer communications, an enterprise content management system was implemented. This allowed the client to make his or her own site updates as needed.
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Client
The Great Indoors
Project
Moving Day Direct Mail Campaign
Market
Home Furnishings
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Description
To create excitement about promotions and drive traffic in-store, ARS developed a direct mail campaign. To capture interest, vibrant colors were used that stood out amongst other mail. Promotional details were clearly communicated through friendly, concise copy. The exciting colors and friendly fonts helped generate interest in the promotion while strong messaging provided a call-to-action to drive traffic in-store.
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Client
Dollar General
Project
Email List Acquisition Program
Market
Convenience Shopping
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Description
Dollar General wanted to begin a dialogue with consumers via e-mail. ARS implemented a sweepstakes program, coordinated with Dollar General’s NASCAR sponsorships, which drove email list signups with a Grand Prize to attend a race as a VIP. Highly successful, the list grew exponentially in just 4 months.
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Client
MyGofer/Y&R
Project
Black Tie Invite
Market
Service Industry
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Description
To introduce the MyGofer program to employees, ARS created a multiple touch-point campaign. Playing off the MyGofer logo and mascot, excitement was generated through “drop off” items. “Gofer glasses” were placed on employee desks, followed by an invitation to a “Red Tie” Event. At the event, employees were given a MyGofer tote, as well as water bottles and snacks with the MyGofer logo on them, encouraging them to use the MyGofer service for all their needs.
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Client
Eureka
Project
Site Redesign
Market
Floor Care
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Description
Eureka wanted to re-envision its website to more directly serve the needs of users and increase customer satisfaction. To meet those goals, in-depth research was conducted into the online inclinations and activities of Eureka’s target users. Prototypical user personas were developed to guide the information architecture. This process yielded a design that offers multiple points of entry and intuitive and interconnected pathways to browse and search for products. A user-friendly product selection application optimized content management; additional navigational and search functionalities enhanced the site experience.
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Client
Jenn-Air Brand
Project
In-store Flip Book
Market
Home Appliances
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Description
To provide the consumer with a comprehensive overview of all Jenn-Air Brand products available at Sears, ARS produced a flip book with easy-to-navigate tabs and a high-end aesthetic appeal for a cohesive brand message that communicated Jenn-Air Brand’s high-performance, high-style identity.
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Client
Gladiator
Project
Social Marketing Campaign
Market
Hardware / Tools / Storage
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Description
Gladiator GarageWorks wanted to enhance brand awareness and promote the Unveil Your Garage Sweepstakes using popular social media sites and blog seeding. Matching the appropriate social media with Gladiator GarageWorks’ specific objectives, a Flickr site and Facebook page were created and moderated, while the strategic blog seeding component allowed them to both engage existing niche audiences and explore new ones. These three social media components correctly equipped Gladiator GarageWorks with a versatile platform, giving them the right social media tools to interact with their consumer audience, grow their brand and explore new marketing and customer service engagements.
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Client
KitchenAid Brand
Project
Sparkling Spring and Sweet Celebration Promotional Campaigns
Market
Promotional Retail
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Description
Both winners of 2010 AAF-Michiana Silver Addy Awards, these two promotional campaigns appealed to the higher-end KitchenAid® consumer with a sophisticated, modern aesthetic. ARS developed the promotion names and designed a consistent look and feel across all elements to create a cohesive promotional identity.
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Client
Kenmore
Project
Interactive Make It Spectacular Suites
Market
Home Appliances
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Description
To encourage users to purchase one of six coordinated groups of Kenmore brand appliances, products were bundled into price-driven, designer-inspired suites, supported by design tips and advice and shown in lifestyle settings. The rich experience utilizes brand ambassadors to present value-added content, employs the first Flash Omniture tracking and was the first major video integration for Kenmore.com. Time spent on page is much higher than the site average.
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Client
Matthews International
Project
Wood Display
Market
Service Industry
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Description
ARS developed this Bronze Memorial Display to present every memorial option available for each of the three memorial lines in a clear, organized way. The innovative drawer system was designed to introduce custom elements in smaller groups, allowing families to focus on one decision at a time. The display allows counselors to lead families through the decision process step-by-step and compare memorial lines quickly and conveniently. With soft lighting and rich mahogany wood, this display promotes a peaceful, calming atmosphere.
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Client
Kenmore
Project
List Acquisition Sweepstakes
Market
Home Appliances
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Description
Kenmore brand sought to grow its email list, create new relationships and enhance loyalty among existing customers. A high-value sweepstakes drove newsletter signups and helped create a stronger relationship between new and existing consumers and the brand. The sweepstakes combined kitchen design advice from Kenmore’s brand ambassadors with the chance to win a suite of Kenmore brand appliances plus a cash prize. Home-page registration augmented the effort to gain new signups. A large number of new email addresses were acquired.
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Client
Kenmore
Project
Email Marketing Program
Market
Home Appliances
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Description
To enhance dialog between consumers and the brand, ARS helped Kenmore launch a monthly email newsletter program. The newsletter draws its content from monthly articles written by brand ambassadors for the site. The articles and emails present value-added content that focuses on home design, cooking and recipes, family management and appliance advice. A survey performed at the one-year point showed 85% of respondents rate the email newsletter content as “good” or “excellent.”
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Client
Kenmore
Project
Interactive Experience Center
Market
Home Appliances
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Description
The Kenmore Experience Center brings product innovations to life in the online space. It utilizes rich content to demonstrate features and is a platform for new product launches. It strengthens consumer understanding of new product features and technology using benefit-driven copy, video, detailed animations, and lifestyle images that help consumers visualize appliances within the home.
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Client
Kenmore
Project
Interactive Experience – Grills
Market
Home Appliances
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Description
ARS created an interactive micro-site to showcase two important new product launches. Part of the experience showcases the flexibility of designing your own outdoor kitchen with a drag-and-drop design function; a running calculator shows pricing as the layout builds, and the user can print the layout to take to the store. The other element highlights convenience features of an all-in-one grill through video clips and voiceover. A section with buying tips and recipes completes the user-friendly experience.
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Client
Kmart
Project
Online Destination – Incredible Hulk, The Dark Knight
Market
Entertainment
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Description
Each year, Kmart builds a promotion around a summer blockbuster film release. ARS creates a destination to support each multi-channel summer movie campaign. We deliver an exciting online landing experience that ties in the overall promotion, free movie ticket redemptions, downloadable wallpapers, pre-release movie trailers and third-party offers. A vanity URL, emails, circulars and banner ads drive customers to Kmart.com.
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Client
Kmart
Project
Super Kmart Grocery Site
Market
Food & Grocery
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Description
With hundreds of affordable and customizable cakes and deli items, Super Kmart Grocery entered the online marketplace offering customers a simple and engaging online experience. Site visitors select from hundreds of customizable cakes, then order online and pick up at their local store. Fifty store locations were set up with back- and front-end user interfaces to collect and process orders to provide a seamless transition for store staff.
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Client
Kmart
Project
Online Promotional Ads
Market
Retail
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Description
From home page to micro-sites, we create over 50 promotional ads weekly for Kmart.com. We use A/B testing and our extensive knowledge of user behavior to write, design and manage each ad unit to meet its objective. This allows us to know and understand the value-based purchase decision of each Kmart consumer. With each promotional objective, we use a full-service approach – marketing, interactive experience and technology development – to produce consistent conversion results.
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Client
Kmart
Project
Online Destination – Puerto Rico Anniversary
Market
Multilingual Retail
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Description
Kmart wanted to speak to its Puerto Rican audience in a market of 23 stores across the region. Spanish-speaking customers learned about the fiftieth anniversary of Kmart stores in Puerto Rico through an informative and culturally relevant experience. Our approach used analytics, interactive design and technology to create an intuitive experience rich with consumer-centric content. Customers received a schedule of weekend in-store events, including concerts, celebrity appearances and vendor-sponsored promotions. The experience garnered 1,300 page views during the first two days of anniversary events and continues to grow.
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Client
Quill
Project
Home Page Re-Architecture
Office Supplies
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Description
ARS was asked to redesign the Quill home page to increase performance, time on site and conversion rates. We conducted usability with Quill’s online customers. Combining study results with industry best practices, we redesigned the home page to offer greater ease of use, and emphasize features and categories most important to users. Flash animation was used for multiple marketing messages. Links were placed closer to the top of the page based on user feedback. The client saw great improvements in all site metrics.
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Client
Sears
Project
Holiday Gift Destination Site
Boutique Retail
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Description
ARS created ReadySetHoliday.com, a unique online gifting experience for Sears, Kmart and Lands’ End, to attract a new audience and drive purchase consideration. The “keystone mom” was identified as a capable woman in control of the family’s holiday but still looking for shopping solutions that make the holiday easier. Two campaigns – Daily Deals and Weekly Wrap – featured strong promotional offerings and value-added content, respectively. A mom-to-mom viral component, e-cards and kids’ games, tips and recipes engaged Mom and drove purchase consideration. The businesses gained new insights and attracted a new market segment.
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Client
Sears
Project
Footwear Photography & Merchandising
Retail
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Description
Sears.com wanted their footwear product photography to better compete within the overall market. Our creative art direction focused on each specific vehicle and shoe grouping, including an average of 20 monthly shots of seasonal footwear for men, women and children. To inspire consumers, we transformed existing content into visually compelling layouts. Our work supported an increase in advertising and inventory, giving Sears.com a lift in sales and a competitive edge.
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Client
Sears
Project
Seasonal Campaign Website
Market
Retail
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Description
Reimagineyou.com presented a destination for both product and value-added content celebrating the renewal of spring in apparel, outdoor living and lawn & garden. Emotional triggers helped to evoke the yearning to reimagine yourself, reinvent your look, refresh your home and rediscover Sears. Further, the experience provided a way to shop from home for fashion solutions presented in Hearst magazine editorials and on Sears.com through dynamic category pages. The site enjoyed high levels of user engagement, helping to elevate the brand and attract new visitors.
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Client
Sears
Project
Interactive Experience – Snow Thrower
Market
Hardware / Tools / Storage
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Description
Sears noticed customers were returning their snow throwers and voicing frustration with maintenance issues at higher-than-expected rates. A Flash experience with product selection tool, product showcase and helpful tips helped educate users on choosing the right snow thrower for their circumstances. Additional sections described parts, accessories and maintenance tips. Client and vendor reaction was overwhelmingly positive. The client saw strong increases in site engagement page views and product sales.
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Client
Sears
Project
Online Experience – Ultimate Football
Market
Electronics
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Description
Sears entered into a season-long sponsorship of ESPN’s Monday Night Football, focusing on the superior service and selection of its HDTV offerings within a single destination for promotions and assortment. A fully interactive stadium environment was created within the Sears.com framework. Banners and scoreboards featured brand stories and promotions. An online sweepstakes was conducted and displayed within a light box. Total page views, interaction time and sweepstakes entries far exceeded the campaign benchmarks.
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Client
Sears
Project
Interactive Mix & Match Experience
Market
Apparel
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Description
To increase purchase consideration of fashion apparel on Sears.com, ARS created an interactive and engaging way to shop for special-occasion ensemble solutions. We brought existing apparel “to the top” by showcasing it in a trend-right format. Users interact with four product categories, selecting components to build an outfit on the dress form, and seeing complete product details for each ensemble. This format offers variety, enables a preview before ordering and delivers a fun, fashion-forward experience. User response was overwhelmingly positive. The client sees the experience as a tool that not only lifts sales but also elevates the brand.
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Client
Sears
Project
Interactive Jean & Pant Finder
Market
Apparel
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Description
The user-friendly Jean and Pant Finder experience provides a single destination for size and fit options in an organized, easy-to-use experience. Each size is divided into leg and waist fit attributes, allowing for easy navigation and a direct product link for details and pricing. Since its launch, the experience serves as the ideal landing page for denim messaging as well as a supporting shopping tool for multichannel messaging and Sears.com shopping advantages.
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Client
Sears
Project
Blue Climate Crew Destination Site
Market
Service Industry
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Description
Sears needed to develop an experience that communicated their new home energy solutions service. Since the program was being tested in a select region of the country, we applied comprehensive analytics to the creative execution. The design concept speaks to three distinct sub-sections of the target demographic. Focusing equally on consumer engagement and bottom-line objectives, the online experience promotes the new service by combining both value-added and promotional solution components.
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Client
Sears
Project
Online Promotional Ads
Market
Retail
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Description
From main site to micro-sites, we create over 150 promotional ads a week. We use A/B testing and our extensive knowledge of user behavior to write, design and manage each ad unit and deliver on objectives of increasing online conversion rates for high-consideration consumers. Each promotion integrates our marketing, interactive experience and technology development services. And our approach produces consistent conversion results.
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Client
The Great Indoors
Project
Retail Website
Market
Home Furnishings
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Description
The Great Indoors, a brick-and-mortar home furnishings and remodeling retailer, presented ARS with the challenge of launching a fully functional retail site within a 60-day time frame. Using aggressive internal timelines and agile development methods, ARS built a fully transactional, visually engaging site that presents high-end products in an elegant format. The project included building an online product catalog of 22,000 SKUs. The site investment paid for itself in three months, and the site consistently outperforms.
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Client
The Great Indoors
Project
Email Marketing Program
Market
Home Furnishings
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Description
To grow the retailer’s email list and increase conversion, a promotional banner designed to look like a coupon was prominently positioned on the home page to capture attention for the “10% off when you sign up” offer. The banner was repeated at the top of the email signup form and a call to action to “shop now” was added to the thank-you page. To maximize conversion, the final piece of the series, the welcome email, repeated the offer code. Email signups, revenue and conversion skyrocketed.
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Client
The Great Indoors
Project
Online Media Campaign
Market
Home Furnishings
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Description
The Great Indoors sought to drive in-store traffic during a three-day post-holiday period. Online media banners, which ran for only three days, presented a challenge to increasing foot traffic and conversion. By optimizing the campaign creative using A/B testing, we doubled the industry-standard conversion rate from .07% to .14%.
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Client
Sears
Project
Promotional Campaign
Market
Retail
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Description
ARS created a multi-faceted campaign for Sears to establish an identity for its commitment to eco-friendly products. From program name development to the look and logo, ARS established the copy tone and brand guidelines for how the program is presented and implemented.
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Client
Target
Project
Vendor-direct product content publishing
Market
Retail
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Description
ARS worked with Target vendors to acquire content and product photography, create and edit copy, and load all digital assets to their site. The project averaged 3,000 SKUs a month with a 95% success rate of hitting target dates for online consumer sales.
