Building a unified  marketing strategy for Clearlight Glass & Mirror, a premier glass fabricator offering custom end-to-end solutions across the Eastern United States.

Client: Clearlight Glass

Year: 2020

Role: Designer

Capabilities:
Brand Strategy | Messaging Strategy | User Experience | Visual Identity | Digital Marketing | Print Marketing | Digital Design

Scope

Problem

Clearlight Glass wanted to pursue bigger contracts with their clients, but outreach efforts were being impacted twofold by lack of audience definition and lack of existing marketing collateral.

Outcome

Identifying & developing the most relevant messaging and touchpoints that cater to the needs and behaviors of Clearlight Glass’ target audience.

Improved client’s marketing workflow by implementing CRM to manage and inform future outreach efforts and investments. 

Understanding

Observing up close how the Clearlight Glass team works revealed a simple process for cultivating and converting leads that was largely missing awareness and loyalty components.


While the company had an initial visual identity in place, the brand was also in need of more assertive positioning geared towards target customers before we could plan for any new marketing touchpoints.

Process

To learn how the company can position themselves to be more available to new and existing clients, we looked at how customers learn about Clearlight Glass, their decision making criteria, and job titles that would help inform target customer profiles. 


We saw that Clearlight Glass’s business was highly reliant on repeat customers, and that most new business was generated through word-of-mouth and organic search.  We hypothesized that Clearlight Glass’ high repeat customer rate was in part due to the scarcity of glass manufacturers with the same breadth of services as CLG - so it was important to communicate the level of convenience, customization, and reliability upfront for any awareness and nuture efforts.

Through these insights we were able to start constructing a narrative around the value Clearlight Glass offers their customers. 




By matching Clearlight Glass’ values with those of their target audience, we created modular messaging pillars that could be utiized in various combinations for different use cases and customers.

Inspired by emerging customer personas and Clearlight Glass’ refined positioning, we looked at ways we could elevate the company’s visual identity without changing core elements including logotype, colors, and font choices. 

Solution

 

With a solid positioning and messaging pillars in place, our team created a two-pronged marketing strategy that included immediate touchpoints to help them quickly raise awarness and leverage their existing customer base, and which also fit into a longer-term plan to address the gaps in Clearlight Glass’ customer journey.




We created a catalogue that can be used as a follow-up piece or direct mailer, an email template for outreach, and re-freshed the Clearlight Glass website to reflect their elevated positioning.