As part of MKTG 4721 - Advertising and Marketing Communications, myself and two others participated in the SBI (Student Business Initiative) program to develop business and communication objectives for a company located in Duluth,Minnesota

2. Thank You
We would like to sincerely thank Keith Hildebrandt, Jason Holmgren, and Walker Display Inc.
for allowing us to take the concepts and ideas learned in the classroom and apply them to a realworld situation for real-world experience.
We would also like to thank Jim Vileta, our business librarian, as he helped us with discovering
significant secondary data.
Zach Allen
Ashlee Finn-Bruhn
Axel Rosar
Amanda Althoff
Kara Saemann
Prepared with assistance from the UMD
Center for Economic Development, the
Labovitz School of Business and Economics,
and the School of Fine Arts.
Zach Allen
Ashlee Finn-Bruhn
Axel Rosar
Amanda Althoff
Kara Saemann

3. About
Presentation
Presentation:
Monday, December 9th, 2013, 12:30pm
Student to Business Initiative
Fall 2013
Labovitz School of Business and Economics
University of Minnesota Duluth
Walker Display Incorporated
Presented by:
Zach Allen
Ashlee Finn-Bruhn
Axel Rosar
Amanda Althoff (Graphic Design)
Kara Saemann (Graphic Design)
3

4. Table of Contents
5
Company Overview
Executive Summary
--What is an IMC?
Situation Analysis
Objectives
6
7
13
Brand Character and Tone
15
Positioning and Market Segmentation
17
Target Audience and Key Customer Insights
Key Messages
18
27
Communication Strategies
29
Recommendations and Tactics
30
4

5. Company Overview
Walker Display Incorporated
Walker Display Inc. is a manufacturer and
dealer of art display systems that allow customers to stylishly display their art and also
gives them the freedom to easily move their
pieces around. The company was established in
1966 and has sold countless hanging systems
worldwide in that nearly fifty year run. During
the early years of production, they were known
as Walker Systems and they focused on creating their art display system while increasing
their product line to include wall hanging
systems and eventually to the current line
of exhibit systems. During the past twenty
years, ownership of Walker Systems was
transferred to Damar Company and the name
was changed to Walker Display Inc., and as
recently as 2012, Damar Company transferred
ownership to the current owners, Charis
Acquisition Inc. Products are manufactured
in house and shipped to all 50 states, Canada,
Europe and the Middle East.
5

6. Executive Summary
Intro
The general purpose of this marketing communications plan for Walker Display Inc. is to
increase sales of new customers to over 50%
of their customer base. We want to increase
brand awareness and loyalty as well as differentiate their products from competitors
by rebranding their logo, redesigning their
website, catalog, and social media platforms.
First, we will focus on Walker Display’s
internal/external strengths and weaknesses to
address business and communication objectives. We want to give Walker Display a facelift so customers view the brand on par with
their products. By positioning Walker Display
to differentiate them from their competitors
through market segmentation, we hope to
discover new markets as well as refine current
ones. Finally, we will provide an implementation schedule for our recommendations as
well as the budget required to accompany
these proposals.
What is an IMC?
Integrated Marketing Communications is
an approach to brand management where
the goal is to make all aspects of marketing
communications such as: advertising, sales
promotion, public relations, direct marketing,
personal selling, online participation and social
media work together as a unified force, to
create a seamless and cost effective experience
for the client.
6

7. Situational Analysis
External factors
Walker Display Inc. is a B2B (business to business) business that targets industries such as
universities and schools, museums, and interior design firms, are a few of Walker Display’s top
buyers. Walker Display’s ideal customer is buying simplicity, subtlety, and convenience while
using Walker Display’s hanging system to showcase their art. Customers buy from a particular
brand because of the value, quality, and style they find in comparison to its competitors. People
buy from Walker Display because they have high quality products, excellent customer service,
produce all products in the USA, and are versatile and minimalistic.
Customers tend to purchase from Walker Display in the first and second quarter of the calendar
year. Walker Display product purchase cycle is dependent on the ultimate consumer’s penchant
for change including: potential seasonality adjustments, modernization, or renovation.
7

8. Situational Analysis
8

9. Situational Analysis
Competitive Analysis
Direct competitors of Walker Display Inc. include:
AS Hanging (http://www.ashanging.com)
Gallery System Art Displays (http://gallerysystem.com)
Systematic Art LLC (http://www.systematicart.com)
These competitors use similar communication strategies to Walker Display by actively participating on social media platforms such as, Facebook, Twitter, Pinterest, YouTube, LinkedIn,
Google+, and blogs. They also have utilized Google AdWords to increase their reach and
become more prevalent on the web. Each of Walker Display’s competitors convey a similar message to their consumers; this message consists of informing consumers about hanging art display
systems that are simple to use and prevent holes in walls.
Indirect competitors of Walker Display Inc. include 3M and traditional methods of picture
hanging. 3M offers a wide variety of inexpensive art hanging solutions and the traditional solution to hanging pictures and art work is simply using a hammer and a nail.
9

10. Situational Analysis
Internal Factors
Previous promotional objectives of Walker Display targeted new customers and focused on retaining old ones. Previously, Walker Display
determined their promotional budget to be six to seven percent of
gross sales, which typically ranged from $60,000 - $70,000 annually.
This budget was spent on placing print advertisements into 7-10 trade
magazines, sending paper catalogs to professional architects every 14
days, as well as sending printed postcards to promote a 20% off sale
that occurred bi-annually.
After a change in ownership in 2012, Walker Display limited its
promotional budget to its current total of 21,196.16. This budget is
divided between Google AdWords, magazine advertisements, postcards, catalogs, sales, Better Business Bureau endorsement, and website
updates and fees.
10

11. Situational Analysis
Strengths
Walker Display provides a high quality product and exceptional customer service. Walker
Display allows its customers to choose from
a variety of durable, high quality aluminum
or wood moldings, rod sleeves, vertical rods,
hooks and holders - all designed to save walls
and to showcase the artwork, rather than
the hanging system. Unique selling points to
Walker Display’s product include the fact that
all components are manufactured at Walker
Display’s warehouse, located in Duluth,
Minnesota. Walker Display also prides itself in
having exceptional customer service. All calls
and inquiries are directed to their business and
all concerns are addressed by competent staff.
11

12. Situational Analysis
Weaknesses
Walker Display is weak in the following areas:
brand image, social media participation, and
visual support. Of Walker Display’s current
promotional mix, the company has no way of
measuring its results or sales resulting from its
advertising campaign. Walker Display’s social
media platforms are inconsistent in visual
support and content. The pictures included
display the current state of Walker Display’s
online presence.
12

13. Objectives
The Original Wall Hanging System
Communication
Increase awareness among potential clients by focusing on direct marketing and
providing high quality perceived value by
revamping Walker Display’s website to
provide stronger visual support, to improve
the functionality of e-commerce, and to
increase overall web traffic. We would also
like to update Walker Display’s social media
presence, which engages both prospects and
existing buyers to keep them interested in
and loyal to the company. Lastly, we want to
redesign the catalog to make it more visually
appealing and easier to read.
Walker Display is going to build awareness
among new customers, by “creating interesting, informative, and entertaining content,
optimized and distributed across online
channels so it can be found by prospective
buyers”. Walker is going to build and create
interest by using inbound marketing, which
is the process of helping potential customers find your company and turning that early
awareness into brand preference. People are
also more likely to trust and buy from a company they have a relationship with.
13
Life is all about change, and so are we when it comes to art
presentation. The Walker system frees you to explore all options.
No-More-Holes allows you to rearrange artwork with ease and
speed. Embrace change.
molding
sleeve
rod/cable
holder/
hook

14. Objectives
Business
We would like to increase the company’s sales
by targeting new customers and maintaining contact with current customers. Walker
Display Inc. would like to improve their
number of annual new customers to over 50%
of their customer base.
New customers: 50% of total customers
14

15. Brand character and tone
Based on first impressions, Walker Display’s
brand is outdated and unclear. Their website and catalog appear strikingly drab and
the overuse of gray, white, and, beige tones
presents a lackluster personality. On top of
the color tones, Walker’s website is not user
friendly and both the website and catalog
appear disorganized and cluttered. In addition,
their colorless schemes and lack of involvement negatively impacts their social media
presence.
Since Walker’s products are viewed as modern
and high quality, their current brand character presents incongruence. Because Walker’s
products are perceived highly, we would like
their brand to convey the same message. To
combat their incongruent messages, Walker
needs their brand character to complement
the message of their products. To achieve this,
we suggest that Walker implement a new
color palette throughout all of their promotional tools, redesign their website and catalog
layout, and update and maintain an active
social media presence.
15

16. T h e O r i g i n a l Wa l l H a n g i n g S y s t e m
www.walkerdisplay.com
wdinc@walkerdisplay.com
(800) 234-7614
How it works
Systems
Shop Products
gallery
contact
Picture Hanging
System
Acr yllic
System
Te x t i l e
System
Exhibit
System
16

17. Positioning and marketing segmentation
Since opening its doors in 1966, Walker
Display has provided an outlet for artists and
art enthusiasts to tastefully present their work.
Walker Display offers the original hanging
display system, which provides their clients
with a subtle, minimalistic way to fashion
picture perfect exhibits while at the same
time minimizing damage to walls. Along with
providing their time-tested display system,
Walker continuously strives to meet growing
customer needs and expectations by offering
new, refined, and innovative products; Walker
Display manufactures all of these products in
house, in Duluth, MN. Walker Display also
prides itself in having exceptional customer
service and all calls, questions, and inquiries
are directed to their business addressed by
competent staff.
17
Walker Display promises to value each customer and to provide high quality products
with every purchase. Customer testimonials, as
well as a nearly half-century of sustained business can vouch for the adaptability, durability,
and efficiency of both Walker Display and its
picture hanging system.

18. Target Audience and key Customer insights
Customers are able to purchase directly from Walker Display through mail orders and
catalogs, through direct inquiries, and via the internet. Through our research, we identified
the target audience of Walker Display and categorized them by percentage of sales based
on individual industries, we identified the purchasing decision makers in each industry, and
which states comprise the highest percentage of sales. Based on research from Reference USA
databases, we found specific states that contain the highest density of our target industries.
18

19. Art Dealers and Galleries
We discovered a total of 27,738 businesses in the United States classified as Art Dealers
(Wholesale) and Art Galleries and Dealers. This industry was found to be 19.7% of Walker
Display’s total sales for the year of 2012. We identified the gallery directors and gallery managers as the purchasing decision maker. Of these 27,738 total businesses, 2,735
reported to have registered emails with Reference USA which can be purchased for a direct
email marketing campaign.
19

20. Schools, Universities, and College Academics
We discovered a total of 28,345 businesses in the United States classified as Universities,
schools, and academic colleges. This industry was found to be 18.1% of Walker Display’s total
sales for the year of 2012. We identified presidents, art or other teachers, and student groups
as the purchasing decision makers. Of these 28,345 total businesses, 3,855 reported to have
registered emails with Reference USA which can be purchased for a direct email marketing
campaign.
20

21. Institutional and Public Libraries
We discovered a total of 25,231 businesses in the United States classified as Libraries
(Institutional and Public). This industry was found to be 8.3% of Walker Display’s total
sales for the year of 2012. We identified the Library Manager or Library Director as the
purchasing decision makers. Of these 25,231 total businesses, 4,005 reported to have registered emails with Reference USA which can be purchased for a direct email marketing
campaign.
21

22. Museums
We discovered a total of 16,243 businesses in the United States classified as Museums. This
industry was found to be 3.7% of Walker Display’s total sales for the year of 2012. We identified the Head Curator as the purchasing decision maker. Of these 16,243 total businesses, 2,014
reported to have registered emails with Reference USA which can be purchased for a direct
email marketing campaign.
22

23. Buildings - Interior Design Firms
Based on information received from Walker Display, the category “Buildings” comprises
19.9% of total sales. This category consists of interior designers, restaurants, coffee shops,
malls, auto dealers, sports facilities, and office buildings. We found interior designers to
represent the majority of this category. We discovered a total of 38,851 businesses in the
United States classified as interior design firms. We identified the project manager and
project consultant as the purchasing decision makers. Of these 38,851 total businesses,
3,261 reported to have registered emails with Reference USA which can be purchased for a
direct email marketing campaign.
23

24. Tattoo and Body Piercing Parlors
We discovered a total of 12,844 businesses in the United States classified as Tattoo and Body
Piercing Parlors. Walker Display could benefit from marketing toward these businesses because
it is a highly visual industry. Many business locations have artist designs hanging in the interior
of the building to show the artist’s style of work.
This industry was found to be 0% of Walker Display’s total sales for the year of 2012. We identified the Owner, tenant, and facility manager as the purchasing decision makers. Of these 12,844
24

25. TARGET AUDIENCE
5 Top States
Based on Walker Display’s yearend sales
report for 2012, we have identified the top
five states in terms of total sales. These states
are New York, Minnesota, Florida, California,
and Texas. In these states, we identified the
total number of businesses in each of Walker
Display’s target industries.
1. New York
Annual Sales: $78,358.37
8.48% of total annual sales
Table Key:
Tattoo and Body Piercing Shops
Art Dealers and Galleries
Museums
Interior Design Firms
Schools-Universities and College Academic
Libraries-Institutional and Public
25
766
2,699
1,297
2,752
1,918
1,696

26. 2. Florida
3. Minnesota
Annual Sales: $66,190.73
7.16% of total annual sales
Annual Sales: $64,372.74
6.96% of total annual sales
935 2,067 596 3,416 1,387 867
166
469
313 579
4. California
563
5. Texas
Annual Sales: $57,895.32
6.26% of total annual sales
554
Annual Sales: $44,498.66
4.81% of total annual sales
1,480 3,798 1,432 5,429 2,607 1,901
836 2,235 1,396 3,017 1,580 1,351
26

27. Key Messages
Customer Value
Walker Display’s consumer centric attitude
stands testament to the high value they place
on their customers and the quality associated
with each product. Walker Display desires
each customer to view their products as userfriendly, durable, and adaptable, while placing
an emphasis on the fact that each component
is made in the USA.
The process we used to develop our key messages consisted of conducting multiple interviews with Walker Display, taking an objective
look at the information we received, conducting secondary research on market preferences,
and taking into account customer testimonials.
in
e
ad
M
A
S
U
27
he
t

28. High Quality Products
User Friendly
Adaptable
Durable
Friendly Relationships
Feedback
Social Media
Highly Valued Customers
28

29. Communication Strategies
Attract Traffic
Walker Display will create valuable content on
their new and improved website which will aid in
attracting leads. This will be optimized through
social media; currently, 75% of consumers use
social media in some format to learn about products or services. Walker Display will also increase
website traffic by engaging in search engine
optimization (SEO) by implementing ideal
keywords on its website. Search engine marketing (SEM) will be applied through the optimization of Google AdWords. Walker Display will
also take part in the Uptown Art Fair in August
of 2014 that will attract approximately 400,000
people. The Uptown Art Fair is the second largest attended event in Minnesota; sponsoring
the event will increase Walker Display’s reach
amongst ideal demographics.
29
Capture Leads
Walker Display will capture leads by enticing potential customers to opt in to their email
marketing list with special offers such as inviting
them to “like” and “share” their Facebook page
for a chance to win a $100 gift card. Potential
customers may also opt in when they find blog
content engaging and valuable to their needs.
Nurture Prospects
Walker Display will nurture prospects by
sending personable emails, engaging followers on social media platforms, and writing
captivating content.

30. Convert Sales
Walker Display will convert sales through
incentives, such as the monthly $100 gift
card on their Facebook page. Walker Display
currently converts sales by providing an online
shopping cart and offering a physical catalog,
at which point gives them a chance to upsell
their customers.
Deliver and satisfy
Walker Display promises to provide a consistent experience; they will do this by continually delivering high quality products that keep
their customers satisfied. Walker’s warm,
friendly, and accommodating customer service
is a competitive advantage that will create a
positive experience for their customers. This
warm and friendly experience will lead to
repeat business and referrals.
Thank
You
Come
Again!
Get Referrals
By creating a positive and memorable experience, customers are more likely to be satisfied and share their favorable encounter
with others. Rewarding customers for their
endorsements with a heartfelt thank you is a
sure way to invite referrals.
30

31. Recommendations and tactics
Revamp of Social Media Platforms
Objective addressed: Increase social media participation
Total Cost: Included in intern budget
Idea behind Revamp: We want to update Walker Display’s social media
platforms to stay current, make them more visually appealing, create
interest, and inform potential customers.
Why it will work: Revamping Walker’s social media platforms will help
in creating lasting first impressions which can help drive sales and nurture, grow, and maintain relationships.
Facebook:
Before
31
after

32. Twitter:
Before
after
32

33. Recommendations and tactics
Rebranding of Logo and Tagline
Objective addressed: Improving visual support to match product quality
Total Cost: $0
Idea behind Promotion: Since the logo and tagline are considered to be
the face a company, rebranding these for Walker Display will lead to better
first impressions and better brand recognition and retention.
Why it will work: A refreshed logo and tagline will showcase Walker’s
professionalism and competence while giving them an edge over their
competition. This will also give customers essential information about the
company that allows them to identify with Walker’s core brand.
The Original Wall Hanging
33

34. Branding and Design Choices
Pantone 539 C
C: 100
M: 49
Y: 70
K: 0
R: 0
G: 43
B: 84
Ostrich Caslon Pro
Sans Inline
Adobe
Pantone 391 C
C: 13
M: 0
Y: 100
K: 33
Logo Exploration
Walker
ART
Display
R: 163
G: 165
B: 16
W
34

35. Recommendations and tactics
Direct Email with Facebook promotion
of $100 gift card, every other month
Objective addressed: Increase social media participation
Total Cost: $600
Idea behind Promotion: An email marketing campaign offering a $100
digital gift card every other month for “Liking” Walker’s Facebook page
and “sharing” their promotional post.
Why it will work: Email marketing is still the most cost effective way
of promotion. By consistently offering valuable content through email,
Walker Display will build loyal followers and the more followers they have
will drive repeat traffic through referrals and word-of mouth. By promoting social media through email, it encourages current readers to tweet
their content, like them on Facebook, and otherwise use social media
tools to demonstrate that they have quality content (Copybook). Since
Facebook has a user base of 1.11 billion people, it provides a fantastic
platform for expanding Walker Display’s reach. By incentivizing potential
customers to visit, “Like”, and “Share” their Facebook page, Walker will
increase their website traffic and will improve their system of targeted
mass marketing.
35

36. Labovitz School of Business and Economics
Intern for Social Media
Objective addressed: Increase social media participation
Total Cost: $1,300/semester ($8/hr.)
Idea behind Promotion: An LSBE intern with proficient social media skills will be able to
upgrade Walker Display’s social media platforms to their new company standards and will
actively manage their social media accounts.
Why it will work: Walker Display will benefit from hiring an LSBE intern for several
reasons. Undergraduate business students have the skills and creativity required to maintain
social media accounts while allowing Walker Display to focus on other aspects of the business. An internship would be a cost effective way to increase social media participation and
would benefit an LSBE student looking for real-world experience.
36

37. Recommendations and tactics
Uptown Art Fair Sponsorship
Objective addressed: Increased awareness
Total Cost: $6,000
Target Audience: Amateur and professional artists, art curators, art enthusiasts
Idea behind Promotion: Approximately 400,000
people attend the Uptown Art Fair each August,
making it the second largest attended event in
Minnesota. By being a Mobile Website sponsor,
Walker Display will increase their reach amongst
ideal demographics.
Why it will work: By taking part in the
Sponsorship program at the Uptown Art Fair,
Walker Display will be able to capitalize on the
need for instant retrieval of information, while
creating an excellent branding opportunity with a
direct connection to their business. Also included
in this sponsorship is the ability to include
Walker’s name and logo on the Uptown Art
Fair landing page, along with venue maps, artist
profiles and event schedules as well as name
recognition on all marketing tools and outdoor
signage. Walker will also have its QR code with a
direct link to their website positioned at various
locations throughout the fair.
37

38. Revamped Website
Objective addressed: Creating a consistent
brand image
Total Cost: $500
Idea behind Promotion: Redoing Walker’s
website will enhance their appeal, make information easier to decipher, and will improve the
efficiency of e-commerce.
Why it will work: With an updated web site,
Walker Display will be able to reach a whole
new segment of potential clients that may have
missed their previous ad campaigns. A good,
informative web site will attract many people
who may not have heard of them otherwise.
Improving their website will provide consistency between the product and the brand and
will allow the customers to feel more comfortable purchasing from Walker Display. As a part
of improving the efficiency of e-commerce,
Walker will include a step in the buying process
where customers will record how they discovered Walker and what they plan to use the
product for, this will help improve Walker’s
record keeping and will allow them to refine
their target audience
38

39. Recommendations and tactics
Optimize Google AdWords
Objective addressed: Optimized online presence and increase awareness
Total Cost: $0
Idea behind Promotion: Optimizing AdWords will make Walker Display
more prevalent in search results.
Why it will work: All purchasing decisions begin with a search. If the
target audience is aware the business exists, brand awareness has been
created. Walker Display puts their message in front of potential customers
when they are searching for a relevant product. People use keywords (or
search terms) to search for specific products and services. If the keywords
you’ve chosen match what people search for, your ad appears next to or
above Google search results. AdWords makes it easy to put your message in front of people anywhere in the world. Compared to traditional
marketing channels like TV and magazine advertising, online marketing is highly measurable, and AdWords pay-per-click is one of the most
measurable of online channels.
39

40. Revamped Catalogs
Objective addressed: Creating a consistent brand image
Total Cost: $590 for 2,500 catalogs (at Uprinting.com)
Idea behind Promotion: Redoing catalogs will create a consistent brand
image with Walker Display’s font, color, size, and image.
Why it will work: As with Walker Display’s refreshed logo and tagline,
redoing their catalogs will showcase Walker’s professionalism and
competence while giving them an edge over their competition. This
will also give customers essential information about the company that
allows them to identify with Walker’s core brand.
40

41. Budget Estimates
Total Current Promotional Budget: $21,196.16
Post Cards – $250.00
Better Business Bureau – $500.00
Website Updates – $500.00
Website Fees – $600.00
Catalogs – $792.40
Bing – $1,200.00
Thank You Sale – $1,353.76
Snap Magazine – $4,000.00
Google Adwords – $12,000.00
Total Recommended Promotional Budget (given $10,000): $8,990
Website Updates – $500
Catalogs – $590.00
Facebook Promotion – $600
LSBE Intern – $1,300 ($8/hour)
Uptown Art Fair – $6,000.00
41

42. Recommended Promotional Budget (Total) = $22,090
Better Business Bureau – $500
Website Updates – $500
Catalogs – $590.00
Website Fees – $600
Facebook Promotion – $600
LSBE Intern – $1,300 ($8/hour)
Uptown Art Fair – $6,000
Google AdWords – $12,000
42

43. Measurement and Evaluation
Where To Go From Here
AdWords pay-per-click is one of the most measurable of online channels.
AdWords is transparent, providing tons of PPC metrics that allow you to
see at a granular level what works and what doesn’t. You can pretty quickly
determine if your campaigns are sucking or returning ROI (Gabbart, Elisa).
The number of social media followers a company has is an easy way to
determine if their message is reaching their target audience. Generally,
the greater the number of followers, the greater the effectiveness of the
campaign.
Comparing current sales to previous years is a foolproof way to measure the
effectiveness of a campaign. An increase in sales should reflect an effective
marketing campaign.
Being an E-commerce business, creating an inquiry during checkout of
how your consumer discovered your business is good way to measure exactly
where an impression made an impact.
Number of updates/activity on social media accounts is an easy way to track
how effective the marketing campaign is. By connecting with customers,
sharing news about their products/company, and getting a good feel for
their competition, Walker Display will be generating a loyal fan base.
43

44. 2014 Calendar
Year Plan Implementation
January February March April May June July August September October November December
Intern
Google Adwords
Redo Website/
Social Media
Platforms
New Catalogs
Social Media
Participation
Email Marketing
with Promotion
Uptown Art Fair
*Shaded cells indicate time of implementation
44

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