wilsonart 2014

2014 Contract Launch

speck communications

2 • June 2013

ourwilsonartteam

aboutspeck

Wilsonart and Speck. Now there’s a good idea.

In 2012, Wilsonart and Speck Communications teamed up to launch 42 new Contract patterns. Using the theme, Be Inspired, we effectively helped our sales teams share their knowledge in the form of chip chains, wallboards and binders to the A&D community from Fargo to Fort Myers. How did we get so far, so fast you might ask.

Easy. We used a food truck.

Under the guise of “It’s Just Launch”, Wilsonart reps across the country used everything from food trucks to tamale carts, all emblazoned with Wilsonart Contract wraps, as “vehicles” to getting in the door with architects and design professionals.

Once inside the door, our message was simple. Show our customers how we are inspired as a way for our customers to find inspiration on their own. We used a combination of collateral, print and video content to showcase the thinking that went into our designs and gave the program sufficient design legs to last through the next Contract launch.

The results, as they say, were inspiring.

Last year we knocked on the door. This year we’re coming in.

In 2014, the plan for Contract is simple. Earn more specifications. Sell more square footage. Generate more profits. Build more brand respect. Increase market share.

To do this we need a reason. Our sales team has proven that, given the chance, they can close. It is our job to give our sales team that chance. All they need is a reason to call on more customers and open the door to current customers even wider than before. Our plan in 2014 will be to use event driven marketing and the extensions those events generate to be the reason for Wilsonart spec reps to get in the door to make sales.

dancurtisDan is the president of Speck and chief promoter of the Wilsonart Contract brand. Dan has been around Wilsonart for close to ten years both with Speck and with a former agency. He’ll take credit or blame for many of the ideas you see here.

melodycurtisMelody is the tactical genius who makes the Wilsonart Contract train run on the correct tracks for Speck. Melody is our tactician. She is the one who makes all the ideas real.

rebekkahfrenchRebekkah is the creative force behind the Wilsonart Contract launch. She is in charge of making things pretty while keeping them relevant at the same time. She’s worked on the Wilsonart brand since 2011.

chrystallageorghiouChrystalla is a planner. She plans everything from what we eat in the office to what accounts we should go after next. She also helps plan how Wilsonart Contract will increase its share of market and become brand of choice for our specifier partners.

jenajessenJena is Speck’s version of a marketing Picasso. Raised in the light and glitz of Dallas, Jena traded her dreams of big hair and sparkles early on for the art directing skills of Lee Clow. Her favorite hobbies are guessing PMS colors and line dancing.

bevleibeeBev is Speck’s media guru. Because of her, we lock in deals with print, online and broadcast partners that other agencies can only dream about locking in. Like many current Speck’ers, Bev grew up at the Richards Group buying media for Home Depot and Pergo. She has forgotten more media tricks than most of us will ever learn.

“I think the best thing Wilsonart can do [to in-crease sales] is to stay in front of the customer.”-Hamid, Flagg Distribution

June 2013 • 3

Contents2About SpeckA brief overview of who we are and what we do.

4Big Idea #1WilsonartSpeakersLab

10Big Idea #2Wilsonart’sNew Image

4 • June 2013

What Inspires You?In 2012, Wilsonart Contract told the world what inspired their contract laminate collections. Inspiration can be found in limitless amounts from infinite sources and our goal was to share our inspirations in the hope of triggering inspiration in the hearts and minds of our customers.

For 2014, Wilsonart Contract will look outward. The 2014 Wilsonart Contract Speakers Lab and The 2014 New Image of Wilsonart ideas both tap into the minds of some of the most creative individuals in design, architecture and photography to find out what it takes to find, use and pass on the inspirations that make them so special.

To support our event driven launch and 2014 Contract year we plan on a full complement of updated collateral, wallboards (we are working on a 3-D concept), vinyl binders, binder inserts, lead chips, a print media buy and digital (web, social and email) components.

Influential Architect Joey Shimoda was recognized as the Contract Designer of the year by the 2013 Interiors Awards. This image displays his design for the Steelcase WorkCafe in Grand Rapids, Michigan.

June 2013 • 5

The 2014 Wilsonart Speakers Lab

Beginning in June, Wilsonart Contract will sponsor a series of three monthly webcasts with some of the brightest visionaries from the world of architecture and design. These will be live events, moderated by our own Grace Jeffers, broadcast across the web and accessible only to those firms and individuals who have the Wilsonart Speakers Lab web site and login information. The events will be interactive. Web audience participants will be able to ask questions in real time and those questions will be relayed through Grace.

Because the event will be online, Wilsonart reps will literally be able to take the show to their largest and most important clients. We’ll arm our team with the tools. They’ll reap the benefits in the form of more specifications.

Three events. Three speakers. A lifetime of inspiration.

6 • June 2013

The Details. How does the program work?Starting in the Spring, each Wilsonart sales rep will receive a Speakers Lab kit. This kit will contain the following items:

• A Pico Projector for sharing the Speakers Lab in a conference room.• A jump drive with a schedule of events and the 2014 Contract Collection.• Clear instructions for how to interact in and use our Speakers Lab.

We’ll host three labs, one each in June, July and August. Those sales reps who are in the host cities are en-couraged to invite clients to attend the live event. Sales reps outside the host cities can schedule individual sales calls to large customers where they can use their projector and sales kits to host their own mini-confer-ence or they can set up joint events at local Hotel conference rooms for multiple smaller customers to virtually “attend” each event. Armed with their Speakers Lab kit and our assistance, they will have an incredibly effec-tive strategy for meeting and selling the A&D clientele that specifies our products.

Grace Jeffers will host the series and act as moderator for our talks. The speakers will be some of the bright-est minds in modern architecture and design including architects like Robert Rogers, Jonathon Marvel, Rich-ard Meier, Jacquelin Robertson and Michael Graves plus designers like Bill Brockschmidt, Courtney Colemant, Andrew Fisher and Joey Shimoda. The subjects will include subjects like Grace’s own favorite, “What is Real?” as well as “Creative use of Materials” and “The Next Big Thing. What’s It Going to Be?”

Lab One – Dallas, Texas. In our first installment we may use the historic Granada Theater to host Jonathon Marvel. Seated on stage in front of a wall of networked ipads, Jonathon will answer questions from the audience (both real and virtual) and discuss the finer points of materials with our host, Grace Jeffers.

Lab Two – Chicago, Illinois. This installment finds us hosting a full house of specifiers at ARTrevolution. Michael Graves will be on the hot seat this time answering online and audi-ence questions in real time while debating with Grace over What is Real.

Lab Three – Los Angeles, California. In this lab we move to the west coast where Joey Shimo-da talks to Grace about the meaning of green design and the source of creativity.

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This is just a representation of how our Speakers Labs “could” look.

How does it work?

Audrey Main – Spec Rep, Los Angeles. For Au-drey, life is easy. For the first two Speakers Labs in Chicago and Dallas, Audrey sets up meetings with important clients (using our email PDF invitation) to virtually attend the labs. It’s up to Audrey as to whether she wants to set up in the client’s office or rent a hotel conference room and invite several smaller clients. Audrey’s Lab kit has all the items needed for Audrey to get online and be a part of each event. When the Lab Series comes to Los An-geles, Audrey can invite her clients to attend in person.

June 2013 • 7

Content is King.One of the benefits to this type of event series is the content extension it offers. Each speaking event will be recorded. This will allow us to then go in and edit versions of our Speakers Lab for use online, in email communications, in trade show applications and as sales tools.

Each month, for instance, we can send out an edited clip or question via email. Each month, we can add edited questions to our social media applications and web site. We can even ask questions offline (before our Speakers Lab starts) that pertain to Wilsonart hot buttons like sustainability and LEEDS usage.

Extension of Innovation.Our Speakers Lab theme can carry us through smaller launches (for product lines and services such as Solid Surfaces, High Wear Laminates, etc.) and also supports our print and collateral applications. The idea of innovation and inspiration is consistent with Wilsonart’s overall communications and should mesh well with our joint residential sales and branding efforts.

A Reason to VisitAsk any Wilsonart sales representative the question “What do you need to increase sales?” and you’ll get a variation of the same answer.

“Give me a reason to visit my customer”.

Once in the door, our sales people are as good (if not better) than anyone in the business. They know the products and they know the strengths of the company. What they need is a reason to get in their customer’s door.

While Formica is talking about retro anniversary patterns and Lamin-Art is touting the same sustainability story they led with in 2012, Wilsonart sales people will be able to offer their customers the opportunity to speak with the heroes or their industry. When a sales rep can say, “I’ll be over here changing out the wallboard while you talk to the person who inspires your every design….” the competition becomes much less competitive.

8 • June 2013

Calendar

LAUNCH EVENTS

PRINT

WEB, EMAIL, SOCIAL MEDIA

COLLATERAL, BINDERS AND WALLBOARDS

PR TIE-INS(VIA PADILLACRT)

TRADESHOW TIE-INS

VIDEO

update Contract Collateral

Design Videos Teaser for Trade Shows

JAN FEB MAR APR MAY JuN

Post and Email Healthcare Video

LAUNCH EVENTS

PRINT




TRADESHOW TIE-INS

VIDEO

JuL AuG SEP OCT NOV DEC

Send out Launch Materi-als to Sales Group

1st Speakers Lab - Dallas

Teaser Ads- Me-tropolis, Contact, Interiors & Sources

Launch Ads – Me-tropolis, Contract, Interiors & Sources

Post and Email Teaser Video Invites

Post and Email Healthcare Video Series 1

Post and Email Healthcare Video Series 2





Live Twitter Feed of Event

Vinyl Binder Inserts and Wallboard

Press Release

Branded HPL Collateral

Healthcare Solutions Collateral

update Vinyl Binder Inserts and Wallboard

KBIS – Teaser Video

Globalshop – Teaser Video

Healthcare General Solu-tions Video

Hospitality Design – Teaser VideoICFF – Teaser Video

NeoCon Launch Video/Live Event Tie In

Magnet – Marker Case Study

Five minute edit of Speakers Lab 1

2nd Speakers Lab - Chicago

3rd Speakers Lab - Los An-geles



Collection Ads – Metropolis, Contract, Interiors & Sources



Post and Email Lab Video 1


Post Peel and Stick Email and Case Study


Peel and Stick Collateral

Speaker Bios, Presentation OverviewPress Release

Speaker Bios, Presentation OverviewPress Release

Healthcare Fa-cilities Video 2

Healthcare De-sign Lab Video 3Greenbuild Lab Video 3

Edit of Speakers Lab 2

Edit of Speakers Lab 3

Peel and Stick Case Study

June 2013 • 9

LAUNCH EVENTS

PRINT

DIGITAL

COLLATERAL

TRADESHOW

VIDEO

AGENCY

Budget

LAUNCH EVENTS

LAUNCH KIT (X100)

PRINT

DIGITAL

COLLATERAL

TRADESHOW

VIDEO

AGENCY



$7,500.00

$7,500.00

$5,500.00

$53,000.00

$36,000.00

$1,500.00

$1,500.00

$5,000.00

$5,500.00

$4,500.00

$1,500.00

$6,500.00

$5,500.00

$58,000.00

$36,000.00

$1,500.00

$1,500.00

$5,000.00

$5,500.00

$2,500.00

$4,500.00

$1,500.00

$7,500.00

$7,500.00

$5,500.00

$1,500.00

$5,500.00

$30,000.00

$36,000.00

$1,500.00

$6,500.00

$5,500.00

$36,000.00

$1,500.00

$2,500.00

$5,000.00

$5,500.00

$1,500.00

$8,500.00

$5,000.00

$5,500.00

$1,500.00

$1,500.00

$5,500.00

$35,000.00

$20,000.00

$1,500.00

$2,500.00

$5,000.00

$5,500.00

$1,500.00

$5,500.00

10 • June 2013

Take a Picture. It does last longer.

In 2012, Wilsonart Contract made a point of showcasing the images and in-spirations that went into our 2012 Contract patterns. We traveled the world to bring our A&D community our thoughts. The question for 2014 is… why should we get to have all the fun?

For 2014, Wilsonart Contract will commission a tabletop book of photo-graphs by some of the most innovative and creative photographers in the United States. Each photographer will be given a theme based on a new Wilsonart Contract chip pattern and then… well then we see what they come up with and publish the results.

June 2013 • 11

A New Image for Wilsonart Contract.

In Wilsonart’s New Image launch campaign, we will contract with 20 photographers across the United States. These creative ex-plorers of light will be tasked with translating Wilsonart’s 2014 Contract Collection as photographic images, however and in whatever way they see fit.

The results will be published in a tabletop book commissioned by Wilsonart and given out to our customers. Will give our customersa work of art in exchange for listening to our team.

Twenty patterns. Twenty photographs. One stunning image for Wilsonart Contract.

12 • June 2013

How much is this picture worth?

They say a picture’s worth 1,000 words but its worth even more in terms of digital and traditional content. Think of the extensions this program might have. Timelapse footage of selected photographers setting up and taking their photos can be posted to the web site and used in email communica-tions. The photos themselves can be used in trade show applications as displays. The photographers can be used as speakers and/or digital in-

terviews on how the pattern inspired them to do what they did. The final photographic images can be used in print, collateral, in vinyl binders and

wallboards and as part of the new corporate building design.

Typhoon GoldThe swirling sand of the desert

inspired this pattern of Wilsonart. Every time I see this photo, I feel calm.

Photo by: Travis White

June 2013 • 13

The Details. How does the program work?

Starting in fall, Wilsonart will commission 20 photographers to each make one image. These images will correspond to and be inspired from the 20 new Contract patterns that Wilsonart plans to launch in June of 2014. The photos will be bound into a tabletop book, which can then be used as a “launching point” for Wilso-nart’s 2014 Contract Collection.

Wilsonart sales reps will use this book (and the photos in it) in a couple different ways. As a giveaway, the book will be a powerful tool for getting in the door to see their largest and most profitable customers. Along with the book, Wilsonart reps will also be able to share a contest with their customers. Any architect or design-er who orders a specified amount of laminate in one of the new Contract designs before September 1st will have his or her name entered in a drawing to win a trip for two to New York to attend the opening of the gallery show for the Wilsonart photo collec-tion. The photos will be sold at this time and the proceeds will be donated to charity of Wilsonart’s choosing.wv It’s a way of both showcasing the generosity of Wilsonart while extending the Con-tract Launch as long as possible.

The contest works like this:

Every customer (or firm) who buys a specified amount of Wilso-nart laminate (between June and September of 2014) in one of the new 2014 patterns will have their name entered into a drawing. A winner’s name will be pulled at random and that person will win a trip to attend the opening of the Wilsonart Image Gallery Show in New York. This show, held in a New York gallery, will open in Oc-tober and run for a week. During this time, all photographs will be sold and the proceeds will be donated to a Wilsonart charity such as the united Way.

14 • June 2013

Calendar JAN FEB MAR APR MAY JuN

PHOTOGRAPHY

PRINT




TRADESHOW TIE-INS

VIDEO


update Con-tract CollateralBranded HPL Collateral

Teaser Time Lapse Videos for Trade Shows

uPDATE CONTRACTCOLLATERAL

update Con-tract CollateralHealthcare Solutions Col-lateral

uPDATE CONTRACTCOLLATERAL

update Con-tract Collateralupdate Vinyl Binder Inserts and Wallboard

Speaker Bios, Presentation Overview, Press Release

POST ANDEMAIL DESIGNVIDEO SERIES 1

POST ANDEMAIL DESIGNVIDEO SERIES 2

POST ANDEMAIL HEALTHCARE VIDEO

Press Release

Peel and Stick Case StudyGallery Show Video

Peel and Stick Collateral

Healthcare Facilities Gallery Video

Ongoing ContestPost Magnet – Marker Email and Case Study

Ongoing Contest

Gallery Coverage and Contest Winner

Photo Shoots

Photo Shoots

Book Production

Teaser Ads – Metropolis, Contract, Interiors & Sources

Launch Ads – Metropolis, Contract, Interiors & Sources

POST ANDEMAIL Book Teaser

Book Launch email, on web-site and social

Vinyl Bind-er Inserts and Wall-board

KBIS – Teas-er Video (timelapse of photo shoot)

Globalshop – Teaser Video of photo shoot)

Hospitality Design – Teaser VideoICFF – Teaser Vid-eo photo shoot)

NeoCon Launch Contest An-nouncement Video

Teaser Time Lapse Videos

Healthcare General Solutions Video

Magnet – Marker Case Study

Video explaining contest



Collection Ads – Metropolis, Contract, Interiors & Sources

Ongoing Contest

Contest Winner Coverage

Giving Back the Proceeds Coverage

Press Release

Healthcare Gallery VideoGreenbuild Gallery Video

PHOTOGRAPHY

PRINT




TRADESHOW TIE-INS

VIDEO

BOOK PRODUCTION

BOOK PRODUCTION

June 2013 • 15

PHOTOGRAPHY

BOOK

CONTEST

PRINT

DIGITAL

COLLATERAL

TRADESHOW

VIDEO

AGENCY

Budget

PHOTOGRAPHY

BOOK

CONTEST

PRINT

DIGITAL

COLLATERAL

TRADESHOW

VIDEO

AGENCY



$50,000.00

$7,500.00

$10,000.00

$5,500.00

$36,000.00

$1,500.00

$1,500.00

$5,500.00

$50,000.00

$4,500.00

$1,500.00

$6,500.00

$5,000.00

$36,000.00

$1,500.00

$1,500.00

$30,000.00

$4,500.00

$1,500.00

$7,500.00

$7,500.00

$1,500.00

$36,000.00

$1,500.00

$6,500.00

$15,000.00

$36,000.00

$1,500.00

$2,500.00

$10,000.00

$1,500.00

$8,500.00

$5,000.00

$1,500.00

$1,500.00

$1,500.00

$2,500.00

$5,000.00

$1,500.00

$5,500.00 $5,500.00 $5,500.00 $5,500.00 $5,500.00

$5,500.00 $5,500.00 $5,500.00 $5,500.00 $5,500.00

16 • June 2013

wilsonart 2014

Documents

wilsonart contract brand

wilsonart contract launch

wilsonart brand

wilsonart contract wraps

wilsonart reps

wilsonart contract train

wilsonart spec reps

new contract patterns