The name change was the result of a strategic business decision on the part of the store owners who wanted to be free from the constraints of being part of Pier 1. Although they would be operating under a new brand, the business itself, including the merchandise, the highly competitive pricing, and the entertaining shopping experience would continue just as before. In addition to establishing the new brand, effectively communicating that everything that loyal customers knew and loved about the old store would remain unchanged was critical to the success of the launch campaign.

• Create a bold new brand identity for the former Pier 1 retail store.
• Communicate the imminent name change to new and existing customers in the weeks prior to the event.
• Develop a special promotion to generate excitement around the name change.
• Support the new brand launch and grand opening in local media.
• Generate strong PR coverage.

MicroArts proposed a number of potential options for the new brand, and the client ultimately selected Abode Home Furnishings because it conveyed a sophisticated sense of style, yet was also warm, friendly and inviting. To complement the new name, MicroArts developed a progressive chocolate brown and light blue color palette, and designed a new brand logo that features bold stylized graphic symbols representative of the furniture and home accessories available at the store.

To avoid potential confusion among existing customers, MicroArts crafted a brand story for Abode Home Furnishings that briefly explained the history of the store, the business philosophy of the owners, and the reasons behind the name change. During the few weeks prior to the grand opening, this message was communicated to everyone who entered the store using signage and bag stuffers, in order to prepare them and to also create an air of excitement and anticipation surrounding the re-branding event.

A key strategy of the launch campaign was to create a promotional event that could generate free publicity in the local media. Leveraging the popularity of the hit TV show Extreme Makeover, MicroArts created the $10,000 A Better Abode Makeover Contest in which one lucky winner would have their living room totally transformed using merchandise from Abode and other contest sponsors. To maximize the value of the media buy, MicroArts negotiated partnerships with Accent Magazine and WOKQ radio, which resulted in before and after feature articles in the magazine and heavier radio advertising, including a live remote broadcast, during the launch.

The Makeover Contest was also promoted through direct mail postcards sent to homes in the greater seacoast area. In addition to serving as a coupon good for 20% off, the post card provided details on how to enter the contest, which required contestants to submit at least one photo of their living and a 500-word description explaining why they deserved to win. Humor and creativity was encouraged. Entries had to be dropped off at the Abode Store, helping drive increased traffic during the Grand Opening celebration. Strong consumer response resulted in nearly 200 hundred entries into the contest, and a significantly higher rate of return than the store had experienced using previous sale postcards.