August 23, 2006

Rella:Cowan Develops Brand Positioning for Wurth Wood Group

DURHAM, N.C. - Rella:Cowan, a full-service marketing and advertising agency, was recently tapped by The Hardwood Group to develop the company's brand positioning and to craft and implement a launch plan announcing the company's new identity, Wurth Wood Group. Previously, each Hardwood Group location operated under a different name.

"We brought Rella:Cowan in because we wanted to work with a marketing partner who could guide us through this process and help us take advantage of the opportunity that a name change brings," says Debbie Kniegge, marketing director of Wurth Wood Group. "They've really delivered with an effective strategy and execution that energized our whole company and got everyone excited about the new direction."

Wurth Wood Group, a Charlotte-based distributor of hardwood and related products throughout the Southeast, hired Rella:Cowan to develop internal as well as external strategies for launching the new identity. First, the agency created a positioning statement for the company and a marketing tagline. Then they developed a plan that included a roll-out event for employees at each of the company's 11 locations, a multimedia presentation, employee handbook and employee gift bags with branded items featuring the company's new logo. External communications include direct mail to customers and prospects, as well as a brand brochure and trade advertising to the woodworking industry.

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