Scrapbook Mania is a retail store specializing in scrapbook crafts, supplies and events. Headquartered in San Jose, California. Scrapbook Mania carries a wide variety of paper, supplies, resources and tools for the consumer. The company also conducts classes and “scrapbook” parties.

DRB Services: Branding, Media Relations, and Advertising

Challenge:

• The store was about to open and needed a name, logo and marketing collateral. A grand opening event was also planned to jumpstart the business.

DRB Strategy:

• Using market research and focus groups, the name “Scrapbook Mania” was developed along with a logo and graphics scheme that could be applied to corporate collateral, external signage and inspire the store interior
  
• A press release and invitations to the store opening were issued to the local press. Potential customers and friends were also invited to attend an open house and celebration party. Attendees received gift coupons.
  
• DRB developed an advertising campaign featuring different events held at Scrapbook Mania, with emphasis on classes and special workshops, birthday parties, and “scrapping” events

Results:

• The name of the store, Scrapbook Mania, was unique and caught on immediately
  

• The graphics conveyed the personality of the owner and had great curb-appeal, drawing customers into the store
  

• Reporters covered the open house and the publicity was effective in getting a good turnout at the event and at the
  store in the weeks to follow
  

• The advertising was extremely effective and sales volume increased each month
  

• The store met its first year financial goals nearly eight months ahead of schedule
  

• Scrapbook Mania is now poised to consider franchise opportunities. It is recognized as one of the top 10 stores in sales volume of its kind, in the United States.

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