Janovic Paint and Decorating Centers has 11 stores serving Manhattan and was bought by Benjamin Moore in 1999. Rich Wilczynski, director of marketing at Janovic, explains that store traffic declined during the past 10 years and discount retailers impacted brand awareness.
The company tasked CKPR to create an integrated campaign to reinvigorate brand awareness, drive store traffic, engage the community, and increase sales.
“We wanted to do something different that dovetailed with the culture of... New York City,” Wilczynski says.
Strategy