Sharing Stories of Inclusive Play and Creativity Boosts Sales and Visibility
Landscape Structures faced competitors imitating its innovative commercial playground equipment and needed to increase brand recognition.
Insight
We identified two aspects of Landscape Structures' business that had a broader appeal: inclusive and creative play. Inclusive meaning kids of all abilities – from those who use wheelchairs to those with neurobiological disorders. And creative meaning adding STEM play and interactive components not found in traditional playground equipment or design.
Idea
Padilla promoted two experts from Landscape Structures as brand spokespeople - inclusive play specialist Jill Moore and creative director Scott Roschi - to reach potential customers, including landscape architects, parks & recreation departments and school districts.
Impact
Both existing and potential customers caught the upswing of news stories. The increased visibility and brand positioning from the substantial earned media coverage translated to a jump in sales.
Results
18%
increase in sales
25M
audience reach
top-tier
coverage, including Fast Company, NPR, Kelly Clarkson and Drew Barrymore
Awards
- PRSA Bronze Anvil Award
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