CS Designworks repositions 90-year-old company for future growth.

IN THE BEGINNING
When Michelle Ciriello acquired Florentine Craftsmen, a manufacturer of high-end garden furniture and statuary, she had a vision. She saw a real opportunity to distinguish the company from its competition. While most competing products are manufactured to inferior standards overseas, Florentine Craftsmen remained true to its original mission. Make the finest hand-crafted garden furniture, statuary and fountains by using the proudest old world traditions and workmanship.

BRINGING IN THE PROFESSIONALS
Ciriello realized that in order to grow her business she needed a comprehensive marketing campaign. And, with a limited budget, it was imperative that she choose the right creative partner. “CS Designworks understood from the beginning where I was coming from and, more importantly, where I wanted to go,” says Ciriello. CSD worked in conjunction with Ciriello to gain a clear understanding of the business — its market, its competitors, and, most importantly, its customers. These one-of-a-kind products had a unique target market: the upper echelon of landscape architects.

An integrated marketing approach
CSD recommended a complete brand makeover starting with a new logo. A complete marketing strategy and implementation process was also developed. Components created included a ground-up website, ad campaign, direct mail campaign, public relations effort, and email campaign. “The true challenge was getting the absolute most mileage out of Michelle’s budget,” says Nick Chiechi, principal of CSD.

PAINTING A BEAUTIFUL PICTURE
Instrumental in the success of the campaign was photography. CSD commissioned Alan Schindler, a New Jersey-based photographer, to shoot two “concepts.” The first conveys the process of creation and the second shows the product in a natural setting. It was imperative that the imagery appeal to a sophisticated audience and reflect the utmost in craftsmanship and elegance.

LOOKING FORWARD TO A BRIGHT FUTURE
Florentine Craftsmen is already seeing results. “CS Designworks truly choreographed a tremendous marketing program for us. I felt like they were a part of my business and wanted me to succeed as much as I did,” says Ciriello.

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