SPAR GROUP Brand & Website Development

I was the SVP Marketing for Spar Group, a global retail services company, part of the senior management team overseeing branding, marketing, strategic initiatives and growth plans.

One of my responsibilities was to develop a new global brand positioning. This included logo redesign, brand platform, brand communication, thought leadership, marketing, content, presentations, trade shows the design o

SITUATION

SPAR Group was a 50-year-old retail services company representative of “old retail” in a shrinking universe of brick-and-mortar stores.

In the face of contracting business opportunities and competition from more contemporary alternatives, it was struggling with the challenges of a dated image and changing retail market.

In addition, it had been sparsely marketed for decades, leading to a l

CHALLENGE

Reinvigorate the SPAR brand, re-establish relevance and leadership, and spur growth in a challenging omnichannel retail environment.

SOLUTION

Reposition the company as a strategic partner focused on its clients end results. Contemporize the brand and create a branded point of difference that stands out from the competition and makes an emotional connection with the audience. Establish relev

REPOSITION

In a retail environment with declining foot traffic, it was important to position SPAR as a retail partner that could help maximize sales.

CONTEMPORIZE

What is shown for the old website is the home page. It was very copy heavy and not constructed per contemporary responsive guidelines.

What is shown for the updated website are several different sections.

Across the top are three components of the intro slider which could use images or video with captions
Clickable content on the site revealed more detail or clicked to additional linked

ESTABLISH RELEVANCE & THOUGHT LEADERSHIP

I led the development of industry research studies, white papers, webinars and more, including:

ShopTalk global retail trend reports
What's In Store for In-Store reports on retail changes and challenges
Commissioned industry research reports such as Changing The Retail Labor Model for a New Retail Environment

Video

Pros vs. Joes

This is an example of a series of videos I directed for SPAR Assembly & Installation (SAI) to demonstrate the benefits of professional assembly and installation versus doing it yourself. The videos were created for various clients to use on their websites and social media channels as well as marketed by SAI.

Crowdmerchandising™

Crowdmerchandising was developed as an efficient service to check a large volume of stores in a short amount of time during key merchandising periods. It combines crowdsourced audits at large scale with skilled merchandising to only the stores that need it.

This video was used as a sales tool on social media and e-marketing campaigns. I wrote the script and led the design, production and marketing of the video.

Worldwide Business with Kathy Ireland

The program was broadcast globally, which allowed us to get exposure of our new CEO and omnichannel plans to the U.S. as well as other countries serviced by SPAR.

I set up this interview, developed the script and created support video for the program.

SPAR Website Run-through

This is a quick run-through of the SPAR website I led the design and development of, plus wrote all copy for. It starts with a look at the old website for comparison.

SPAR Assembly & Installation Website Run-through

This is a quick run-through of the website I led the design and development of for Spar's assembly and installation division. I also wrote all the copy. The video starts with a look at the old website for comparison.

SPAR Business Services Website Run-through

SPAR Business Services is a separate division of SPAR Group that manages their independent contract workers. This is a quick run-through of the website I led the design and development of, plus wrote all copy for.

SPAR Brazil New Business Video

I not only worked with SPAR Brazil on bringing their overall branding and website under the SPAR umbrella, but I also worked with them on new business efforts including this video.