Wednesday, September 20, 2017
According to the marketing and branding agencies, California Closets, a subsidiary of FirstService Brands, faced an issue of how to be relevant to Canadians and feel like a “Canadian company” while still representing their global brand.
“It was important that we built a website for Canada that spoke to local markets and Canadian buyers yet was on-brand with our corporate vision. Our new website accomplished a balance of local content and media along with brand voice to make this marketing strategy a success,” said Samara Toole, chief marketing officer, California Closets.
The new Canadian website is an incremental evolution of design, content, and functionality from California Closets existing U.S. website. The Canadian site offers a unique localized experience that customizes content for visitors from their respective California Closets franchise market. In addition to the new user experience and design, the site is also powered by an all-new content management backend that is faster, more efficient, and easier to use for California Closets’ web team.
“It was really a great experience getting to work with some of the best minds in branding, content, and marketing strategy,” said David Ward, president of Meticulosity. “This was a truly interdisciplinary collaboration between California Closets, McCann, and Meticulosity. The outcome was a site that not only looked great, but has tailored content that speaks to each visitor while being built on an efficient and reliable software platform.”