Coleson Fine Clothiers is a name-sake storefront in Lancaster, PA offering a curated collection of the world’s finest clothing sourced from worldwide, generations-old, family-owned mills. Their attention to artisanal craftsmanship is what allows them to offer unique, high-quality clothing to their local customer base. Coleson was seeking a strategic marketing plan that would support the transition from their downtown store location to a new state-of-the-art store just off of major through-ways.
We started by doing a thorough study of the current brand’s impression. We visited the original store location, interviewed staff and customers, and studied usage and brand footprint. From there, we were able to recommend a suite of strategies and tactics that would help lead up to the grand opening events for the new store, plus determine a sustainable long-term marketing approach.
Hand-in-hand with Coleson, we started by planning every detail of both an exclusive grand opening and a more family-friendly event. Both had bespoke elements that Coleson’s customers have come to expect as part of their brand interaction and customer relationship. We also determined ways to not only entice current customers to the store, but to reach new customers that we could offer to visit time-and-time again.
We then worked to complete a UX Design upgrade of their website. We enhanced their WordPress CMS, expanded their site map, and added the research and value of organic internet marketing. We wanted to make sure that the experience one received in a store was also representative online. With a future goal of expanding their reach beyond the local market, it was important for us to elevate their website to have growth opportunities of e-commerce, lead generation, and event information.
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Alyssa Gailey, Account Executive, Tower Marketing
One of the first blogs that was published after their website updates is Coleson’s second top landing page of organic traffic. Offering content that helps to educate others about high-end clothing practices and use. Coleson also has been able to take a strengthened brand message and utilize it throughout all marketing mediums.