Brand DevelopmentMedia & Public RelationsCopywriting & EditorialDigital Marketing Strategic CommunicationsEvents and Collaboration
ALCOI:Positioning an upcoming product brand in the public eye within a span of six months
As a provider of cutting-edge fenestration systems, Alcoi provides end-to-end solutions pan-India. A building product manufacturer that takes inspiration from modernist design principles, Alcoi is a brand that closely aligns with the architectural community in both practice and philosophy.
Assessment + Strategy
In order to help ALCOI sustain customer engagement amid significant global turbulence, we instated a 360-degree approach to brand building – developing physical as well as digital assets to create consistent and impactful brand awareness. These include brand identity development and collateral design, as well as digital media outreach.
We also developed editorial frameworks to highlight product USPs, and created tailored content for multiple platforms to make technical knowledge about fenestration design more accessible.
This value-driven approach to creating brand awareness has formed the core of our PR strategy as well, which centres sustainability as the core issue addressed via all outbound communications.
In the short span of six months, we have created a vibrant and comprehensive interface for the brand from scratch. This interface has been expanded through broad-based PR efforts, with features in design, hospitality and mainstream media bringing in a wide audience.
Developing a contemporary visual identity for the brand, implemented through the design of product brochures, sample kits, and tokens for customers.
Launching and managing the brand’s digital touchpoints, through website design, email marketing and social media management. Building an audience of 10.4K on Instagram in less than six months, and surpassing the industry standard for Email Open Rates by ~17%.
Deploying content curation and marketing frameworks to highlight product USPs, salient projects and collaborations, expert advice and company ethos. Building brand recognition on social media using native tools like branded hashtags, some among them being #ALCOIproduct, #ALCOIfamily, #FromTheHouseOfALCOI, #FenestrationFlips&Tips and #PremiumFenestrations.
Conducting knowledge sessions about fenestration design under the ambit of #ALCOIExpert. Building a knowledge repository on the brand’s behalf, by engaging 12+ experts from the design industry in less than 6 months.
Building a media footprint for the brand through a mix of product and project features, profiling opportunities, and authored articles – yielding 30+ features in publications like Architects and Interiors india, ET Hospitality and Good Homes magazine.
Enabling lead generation through all digital channels, including newsletters, social media and the company website