Hello Masonite!
We are thrilled about the opportunity to be your agency partner. Please click here to download a PDF of our full RFP response.
OUR STRATEGY
Create A Halo For The Brand
Let’s stand out before the purchase process starts with the strongest asset Masonite has—its brand.
People use doors multiple times a day, every day. They don’t think about doors often. But when they do, they are hounded by brands who are touting features and price.
We need to create a brand halo, so experts and homeowners have a positive bias for Masonite before they are inundated with features and price details from other brands. Experts need a consistent way to think about Masonite beyond the material & price and consumers need affirmation that Masonite is a brand they should feel good buying. So let's give them one.
Waste into worth is a big stance- but also something Masonite has lived out for close to 100 years, setting the brand apart from competitors who are making slow advances in sustainability. It's revolutionary and authentic to your brand, but most people don't know about it. Let's use this as a way to reintroduce our brand to people and reshape the way they think about Masonite.
Our Concept
We’ll bring awareness to the Masonite brand, positioning it as a brand that always sees a door—and we’ll help our audience see the world the same way. For Pros, we’ll bring awareness to the ways our offerings can help the planet and their bottom line. And for consumers, we’ll help them see how the small yet profound choice of seeing a door can make a difference.
See how the concept comes to life in our anthem video below.
Waste Transparency
We’ll show the world what goes into our doors with clear plexiglass installations. These displays will turn heads and build perception for Masonite as a sustainable brand. QR codes on our displays will link off to a shoppable augmented reality experience—turning the display itself into our Stylish Sustainability gallery where users can browse current Masonite doors from a new perspective. This could also extend to in-store displays and other placements.
Showing Pros Our Style
Print placements in publications such as Luxe Interiors + Design, Architectural Digest, and Dwell will help establish Masonite as a stylish and sustainable brand with architects and designers.
Finding Doorways
Seeing doors goes beyond sustainability and recycling. It changes the lens through which you see everything. From helping humanity to innovating products. We’ll kick off a YouTube docuseries that champions that optimistic, forward-thinking, sustainable mindset that makes Masonite great — bringing awareness to our brand, and inspiring our audience to see a door too.
Digital Activations
We won’t stop with the docuseries—we’ll use these assets to craft platform-first activations that fulfill your media needs. These can be tailored by audience, and can have the flexibility to scale up or down based on your budget and media inventory.
These activations can stretch their legs into more product and feature-centric creative too. This lets us tailor the idea to different media needs while maintaining creative consistency within the broader campaign.
Partnering With Industry Innovators
We’ll collaborate on product line(s) with industry trendsetters who embody Masonite ethos of seeing opportunity where others see problems—like Vincent Callebaut, the award-winning bio-architect, who is pushing the boundaries of sustainable innovation and futuristic design.
Becoming A Household Name
To build awareness with homeowners, we’ll partner with a home renovation show that’s relevant to our homeowner audience and authentic to your brand, like the new Netflix Show, Hack my Home.
Turning Waste Into Doors At IBS
After any trade show, badges, programs, and brochures become obsolete and get tossed out. To demonstrate our commitment to sustainability, Masonite will bring IBS attendees, and even competitors, together to add their unused materials for a good cause—disaster relief. We’ll document the journey as waste is processed, turned into doors, and donated to disaster relief efforts around the country.
From Waste To Refined Taste
Our recycled doors aren’t just utilitarian—they’re works of art. So we’ll take “waste into worth” to the next level by making sustainability synonymous with style. This Stylish Sustainability gallery will let people push, pull, test, and experience Masonite first-hand.
Go Big At IBS
Resort World Digital Billboard
This striking, two-sided digital billboard gives us a playground to create visuals that convey the scale of Masonite’s impact.
Showing Scale On The Sphere
The Sphere is the new focal point of Vegas. You can’t help but see it. So we’ll use it to help people see how we turn waste into worth.
We can’t wait to meet you!
Thank you for considering Trade School in this process, and we look forward to the opportunity to meet with you soon!
Feel free to reach out to us if you have any questions.