M S International, Inc.

scroll_down_arrow

M S International, Inc.


Developing content to inspire a world where anyone can create a beautiful space to live, work, and play.

M S International, Inc. (MSI) is a leading national distributor of flooring, wall, and countertop surfaces, known for its quality and innovative products. MSI is committed to serving its customers with the best assortment in the market and to making its products affordable and accessible. With 1,800 employees and 25+ distribution centers across the U.S. and Canada, MSI aims to “contribute to a world where anyone can afford to create a beautiful space to live, work, and play.”

As a distributor of surfaces for residential and commercial installation, MSI has a variety of different audiences to whom they are speaking on any given day. MSI turned to Porchlight to help with the ongoing process of content development. This includes ongoing development of trend videos for MSI’s website and social media channels. In addition, Porchlight oversees the design and build of 4-9 emails each month, which includes copywriting, editing, scheduling, list management and deployment in Mailchimp. Our digital team also conducts ongoing analysis of campaign metrics, providing strategic recommendations and feedback.

From videos to email design, campaign management and social media, Porchlight has worked closely with MSI to develop a voice that is authentic and content that is engaging. As their audience grows, we are pleased to be part of MSI’s team and helping to reach their goals.

Simple yet stunning! Statuary Classique Quartz is elegant, durable, and requires virtually no maintenance.
Do you prefer dark and dreamy or soft and sociable? We’ve got grays for days. Find your perfect match.
Let there be light! Glass tile offers brilliance and dimension. Available in a wide range of colors shapes, sizes and styles.
New! Asturia tiles now come in a polished finish. These marble-look tiles feature rich, warm veining in 3 distinct variations.
Our Quartz countertops come in a wide range of patterns, including realistic marble-looks, modern concrete-looks, and nature inspired looks.
Check out this gorgeous bar area. We love how the Kenzzi Paloma Porcelain Tile takes this outdoor oasis to a whole new level!
Are your kitchen countertops giving you the blahs? Spend a little Q-time with MSI’s virtual kitchen designer to experiment with the latest quartz.
Rockmount stacked stone ledger panels are perfect for any accent wall, fireplace, or backsplash.

BEHIND THE SCENES/

CREATIVE CONCEPTS

OUR WORK

My Mold Detective

scroll_down_arrow

A DIY KIT WITH PROFESSIONAL RESULTS


PACKAGING DESIGN FOR MY MOLD DETECTIVE™ TEST KIT

My Mold Detective challenged us with designing the retail packaging for their new product that would be sold at The Home Depot®. The design would also be used in a point-of-purchase instruction sheet, a website, a brochure and trade show graphics for the original product launch.

The packaging was designed in two parts. First, we had to create a structure that would protect the product during shipment from China. In addition, the structure needed to be opened once it arrived in the U.S. so more items could be added, then repacked and sent to retailers. This required the material to be strong enough for multiple people to open, close and repack without damage.

Second, we had to execute a design that showed/explained the product’s features while educating the consumer on the differences from other mold detection kits that were already available and less expensive. The design needed to highlight its professional-grade pump, reusability and simple mail-in tests that would give results through email. While it was a DIY product, it still needed to relay security, reliability and professional results.

Lastly, we promoted the test kit through digital advertising and created transactional emails to deliver a consistent experience across each communication with system-triggered emails.

My Mold Detective
MMD-Digital-Ad

BEHIND THE SCENES/

CREATIVE CONCEPTS

THE RESULT


Porchlight helped bring this product to life and expand its retail presence from a single outlet to several major stores across the country and online.

OUR WORK

Wela

scroll_down_arrow

CREATING A CONNECTION FROM THE GROUND UP


BRAND CREATION AND MARKETING STRATEGY DEVELOPMENT FOR WELA

Capital Investment Advisors (CIA) is a fee-only financial advisory and portfolio management firm based in Atlanta, GA. CIA created a new company for investors who seek top-level investment guidance but don’t meet the high minimum investment required by many firms. As a long-standing partner of CIA, we were thrilled when the firm asked us to brand their new company – and later, develop their marketing strategy.

To kick off the branding process, we began brainstorming several company names, which included a high-level trademark search. After presenting our recommended names, CIA decided on “Wela,” Old English for “wealth.” Once they had a solid name, Wela needed a logo to match. Our team came up with five black-and-white logo concepts – but one stood out among the rest. The chosen design exhibited just the right level of sophistication. We also developed a stationary package in blue, gray and white for the logo and company.

When Wela expanded their services to include a digital advisor, they approached us yet again. We were challenged to create a website for their free tool, which lets people access their current portfolio, develop an investment strategy, and connect with an advisor. With its friendly, responsive design – Wela’s site spoke to young investors looking to start their financial journey.

To draw traffic to their new site, we developed a digital advertising campaign, leveraging social media, re-targeting and search engine marketing. The campaign featured startling facts that pulled the user in; once they reached the landing page, they were presented with ways in which Wela could help them avoid becoming a statistic of their own. A subtle pairing of popular luxury items with Wela’s own color palette added to the allure.

Our strategy needed to further entice site visitors to sign up for a free Wela account, so we set up a drip campaign through Infusionsoft – a small business CRM. We created and sent e-mails to all users who requested more info on Wela’s financial tools. We then pulled weekly reports to compare acquisition rates from e-mail to e-mail.

Porchlight-Wela-Logo

BEHIND THE SCENES/

CREATIVE CONCEPTS

THE RESULT


From brand inception to marketing execution, our work helped Wela make a mark in the financial services industry. Wela continues to thrive as a highly memorable, approachable brand – one that financial clients can easily connect with.

OUR WORK

Schlage

scroll_down_arrow

LOCKING IN A STRONG PARTNERSHIP


EMAIL MARKETING AND ILLUSTRATIONS FOR SCHLAGE 

Schlage creates stylish, top-grade door hardware for consumers. For more than 12 years, we have provided clients like Schlage with strategic and creative marketing solutions that fit the retail space. From e-mail campaigns to product illustrations, businesses have come to depend on us to make their brands shine.

Schlage called on us to create and manage all aspects of a unique e-mail marketing campaign. We delivered with marketing promotions, seasonality communications, and newsletters. Our team developed two e-mail templates – one aimed at consumers, the other at professionals. Then, we performed extensive A/B subject line and layout testing through the SalesForce Marketing Cloud. We also generated a report summary to show actions and results for each newsletter – on a weekly, monthly, and annual basis.

Schlage also approached us to increase their presence on HomeDepot.com and Amazon.com through product illustrations. Our team introduced 15-20 illustrations to explain the durability of their deadbolt, handle set, lever, and knob; to convey easy installation; to show the box’s contents; and to illustrate how left/right handling works. The durability illustrations featured photorealism, while all others were represented through line art.

Porchlight-Schlage-Personas
Porchlight-Schlage-DIY-and-Pro-Emails
Porchlight-Schlage-How-to-Illustrations

THE RESULT


After successfully completing both projects, we proved ourselves as a loyal partner to Schlage.

OUR WORK