Case Study for Agency
03-1033635-326

Burlington Coat Factory

Situation:
• Burlington Coat Factory's (BCF) growth had slowed over the last
few years due to a downward shift in the economy and a growing consumer
preference for off-price retail purchases.

Challenge:
• Our agency was challenged with maintaining store
traffic and sales in an increasingly competitive environment.

Solution:
• To broaden BCF’s overall appeal and attract additional market
segments, specifically teen and men.
• BCF updated its product offering to include more
fashion-forward merchandise overall, and revamped purchasing to attract
the teen's and men’s markets.
• We developed a new advertising campaign to attract a more
fashion-forward shopper. Specific advertising efforts were developed to
target the teen's and men’s markets.

Results:
• New product selection, an updated advertising campaign,
including the initial addition of TV spots and targeted efforts aimed
at new market segments, are credited with spurring growth rates.
Expanding store locations from one to 350.
• BCF’s teen market has generated a large percentage of the
company’s growth over the past few years. This market continues to grow
year over year.
• Men's suit and sportswear markets have grown two-fold and
continues to contribute largely to BCF’s overall growth.

“The agency has been the driving force behind our growth.”
– Monroe Milstein, Founder, Burlington Coast Factory

Capitol Lighting

Situation:
• Capitol Lighting (CL) needed to rapidly create differentiating
communications to insulate itself from competitors which included Home
Depot and Lowe’s Home Improvement, who were both moving their lighting
departments upscale while maintaining big box pricing.
• CL’s campaign, which had run unchanged for years demanded a new
strategy, look, and tone.

Challenge:
• Our agency was challenged with identifying
Capitol as a primary source for lighting and helping to maintain a
market-share in an ever-increasing market.

Solution:
• Extensive research was undertaken which was rare for a retailer
of CL’s size.
• Quantitative research tested a wide range of attribute bundles,
which consumers sorted into three categories; price, the quality of the
brands carried, and service.
• Concept testing identified “high quality brands delivered for a
guaranteed low price.”
• A multifaceted media campaign included newspapers, magazines,
outdoor, direct marketing, and point-of-sale.

Results:
• Campaign drove double-digit sales increases in its first full
year.
• Qualitative research demonstrated increased interest and desire
to follow and read CL advertising.
• The campaign dominated the New Jersey Ad Club Awards for first
places in the following categories:
o Best Magazine Campaign
o Best Single Magazine Ad
o Best Full Page Newspaper
o Best Billboard
o Best Point of Sale