Outdoor Lighting Perspectives Expands Branding Efforts

Outdoor Lighting Perspectives (OLP), a global leader in residential and commercial outdoor lighting systems, has expanded its branding and marketing efforts for 2008. Through new print ads, an extensive consumer advertising schedule, direct mail and a Web site redesign, the company aims to increase consumer awareness of its brand and drive viable sales leads to its network of dealer-owners. "This year we are targeting consumer and trade audiences by presenting a more emotional campaign," said Larry Spada, director of marketing for OLP. "By using photography of people within our outdoor lighting designs, we hope to connect with readers in a way that inspires them to want to experience the beauty of outdoor lighting for themselves." Our direct mail campaign is multi-tiered and customizable so that our dealers can select the program that best fits their marketing needs within their territory Photography used in the 2008 print campaign depicts outdoor lighting design as seen through the eyes of homeowners: A woman gazes at her poolside lighting design while sitting nearby on a chaise lounge; a father and daughter look out at their illuminated landscape while standing under a pergola; and a little girl looks through the back door at warm washes of light on the outside trees and pathways. The OLP logo also has been revamped, featuring a simple typeface for a clean, elegant look. The new campaign, entitled "Illuminate Your Perspective", will be featured in several trade and consumer publications throughout 2008.

The new images and logo, along with a full gallery of illuminated properties and landscapes, can be found on the newly redesigned OLP Web site, outdoorlights.com. The Web site also features new messaging that speaks directly to consumers with the same personal tone-of-voice that is used in the print ads. The site takes the consumer connection one step further with an invitation to visitors to schedule a complimentary outdoor lighting consultation for their homes. A pulsing play button on the site also introduces visitors to OLP's capabilities and invites them to request a landscape lighting guide for more information. "We believe an innovative, inviting Web site is crucial for successful lead generation and brand awareness," Spada said. "The newly redesigned outdoorlights.com Web site, along with our print campaign and direct mail program, creates a seamless branding campaign that speaks to our target audience." A two-tiered direct mail program offered to OLP dealers completes the company's consumer branding efforts for the year. The first level of the program addresses the core business the OLP dealer already has and includes thank you messaging, ongoing maintenance information, gift cards and incentives to refer friends to OLP. The second tier of the direct mail program targets new homeowners with information regarding OLP services and gift certificates to retailers such as Pottery Barn. "Our direct mail campaign is multi-tiered and customizable so that our dealers can select the program that best fits their marketing needs within their territory," Spada said. Outdoor Lighting Perspectives (OLP) is a global provider of residential and commercial outdoor lighting systems. Operating through independent dealers around the world, OLP offers lighting components featuring copper, brass and stainless steel, designed for long-life and durable operation. OLP installers offer no-obligation demonstrations in the latest concepts in outdoor lighting to enhance the beauty, safety and security of a home. For more information, visit www.outdoorlights.com.

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