Young America's Safety-Centric National Marketing Program

March 16, 2011  by in UnCategorized   

By Home Furnishings Business in Youth, Juvenile Furniture on March 17, 2011

Stanley Furniture's Young America youth furniture brand will launch a national marketing program touting its focus on producing the safest furniture for children.

The new program, which Stanley (NYSE: STLY) says is first of its kind, is design to support retail partners by raising parents' awareness of the Young America brand with parents and emphasizing its safety, especially with new and expectant parents.
 
The program will launch with new full-page and small-space print advertising campaign in select national baby and parenting magazines. The campaign highlights the company€™s exclusive SafeT3 design that provides three levels of safeguards--safety engineered, safety built, and safety certified--for product and environmental safety, certified by an independent expert.

One ad, titled, "Safe. It€™s the New Beautiful.", highlights the fact that beautifully designed furniture should also be safe and showcases images from the company's Mix collection. The second ad, titled "Safety first. Second. And Third.", puts direct focus on the fact that a baby's safety is the company's primary concern.
 
"Peace of mind is the ultimate goal when raising a child," said President and CEO Glenn Prillaman. "So we go to great lengths to ensure we manufacturer the safest products available. Working with partners such as Intertek and Greenguard ensures we are delivery what the customer is demanding."
 
In addition to the print campaign, an online advertising program is designed to help parents discover Young America's Web site, where they can explore products and get helpful information to aid their search for furniture and find a Young America store near them. Beginning this month, visitors to the Web site who sign up for the YA Club will receive a free subscription, for one year, to American Baby or Baby Talk magazines. Young America also has partnered with obstetricians via a touch-screen information campaign in doctors' offices. The campaign will run from March through September.
 
"Last Fall we made a commitment to our retail partners that we were going to begin to introduce consumers to the Young America brand," said Director of Marketing Neil MacKenzie. "Today we are delivering on that promise."

Additional elements of the program for qualified retailers include enhancements to the company€™s Web site and a full complement of collateral and point-of-purchase materials.