Portfolio by Industry

Neiman Marcus "Last Call"

Overview

This Dallas retail institution, established in 1907, was entering a new realm of moving merchandise and needed a brand creation that set it apart from the well-known store, yet identify it as being an extention of the famous name.

Solution

Propel Group established the brand "Last Call Clearance Center Neiman Marcus" and a branding standards guide to enable this new entity to incorporate uniform graphics and personality to all of its marketing collateral and advertising campaigns.

Impact

"Last Call" has experienced rapid, steady growth throughout the U.S. and continues to use the advertising guidance Propel offered them.

Hatco, Inc.

Overview

We’d like to tip our hat to great client and a household name—Stetson Hats, as well as Resistol and Dobbs, who needed new packaging concepts to minimize losses due to dealer-returned damaged goods which plagued their industry. Additionally, Stetson had expanded into the baseball cap arena and needed new product development as well as point-of-sale materials. Another revenue enhancer idea came from Propel—"hat-in-a-box" gift cards.

Solution

Propel Group researched and engineering concepts for crush-proof, corrugated boxes to reduce returns by 88%. Propel also developed designs for a baseball cap product line and point-of-sale displays to launch the new item. Pictured here are "first-time" gift card/boxes for which dealers have claimed to be a big hit for additional sales revenue making it easy to give a custom-made hat as a gift.

Impact

Across-the-board revenue increases have been enjoyed by both the manufacturer and the retailers.

Dobbs—The Hat Store

Overview

National maker/distributor of ethnic dress hats had always relied on merhants to sell ethnic line of hats. Because of sluggish sales company decided to direct market product through a series of retail stores branded by the manufacturer.

Solution

Obtain a celebrity endorsement, create new product packaging and point-of-purchase materials, then roll out with new store designs and direct mail programs.

Impact

Brand revenue increased by 67% throughout ethnic audiences.

Blockbuster, Inc.

Overview

Blockbuster frequently tests new store designs to keep customer revisits exciting and full of opportunities for new product.

Solution

Propel redesigned interior point-of-sale graphics using new color palettes and iconography for wall and end-caps to restore an "orderly and organized" merchandising mix.

Impact

Today’s customer wants more organization in their lives—and the stores they shop. Blockbuster uses several store concepts around the country including the one designed by Propel Group—always searching to make each customer’s visit a unique one.

Neiman Marcus—"The Book"

Overview

Client approached agency to streamline the production process for "the Book," their publication which is distributed nationally eight to nine times a year. They lacked the internal capabilities with current resources to manage the ongoing design and layout of the publication. The internal creative team, copywriting/editing team, and print production teams were at a standoff and were incapable of communicating effectively and efficiently.

Solution

Propel researched, developed and implemented strategic work processes to ensure timely publishing. Propel coordinated and managed daily design production and all approvals with a team of 20-30 different buyers, creatives, copywriter, copy editors and established timely deliverables to print buyers to meet stringent publishing requirements.

Impact

The results minimized costly upcharges for late disk releases by 30%. Propel’s error-proof files minimized costly changes at second and third bluelines by 43% over previous teams’ attempts. Bottom line performance: 100% on-time delivery with a 99.9% accuracy, resulting in substantial cost savings. The resulting efficiencies freed up internal creative resources to focus on the visual and written content, translating to an award-winning publication that increased sales.

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