Margaret L Johnson is an office
As competition from online businesses increased and customer habits changed, Margaret L Johnson felt the need to strengthen their brand identity and evolve their digital presence. This was necessary for the business to strengthen its unique selling points as well as to provide a core point of differentiation from local and online competitors
Margaret L Johnson’s main goal was to communicate their unique selling points to their customers to help them stand out in an increasingly challenging market. The team also wanted to update their image and broaden their appeal across a wide demographic including their existing customer base and prospects gathered through social media and their website. To address this, the KascAid team worked closely with Margaret L Johnson to develop their brand’s tone of voice, image and messaging, before devising a campaign strategy spanning social media and email marketing.
Unlike B2C consumers, businesses, schools and organisations may have complex requirements that will discourage them from simply sourcing their business supplies online. With specialist industry experience and strong relationships with suppliers and manufacturers, Margaret L Johnson are in a unique position to be able to satisfy the needs of their customers.
To best understand the motivations and challenges faced by Margaret L Johnson customers, we undertook a period of discovery and exploration with the team. We then developed a brand tone of voice and imagery that would communicate the team’s personality, passion and customer service approach, settling on the mascot of ‘Margaret’ and a tagline ‘Margaret says…’. From this, we created a marketing strategy that embodied and promoted Margaret L Johnson’s tone of voice, key products and services.
‘Margaret’ has become the embodiment of the Margaret L Johnson brand across all online touchpoints. The use of this mascot, in conjunction with a colourful, ‘retro’ graphic style and quirky, approachable tone of voice
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The Hart Shaw Building
T: 0114 256 6300