Goldstock Jewelers Pittsburgh's Ring Bearer Strategy, Branding, Advertising, Direct Market Challenge: Goldstock Jewelers, Pittsburgh’s leading diamond and fine jewelery retailer, wanted to differentiate itself in the highly competitive fine jewelery segment. It faced several challenges: it’s ‘off street’ location in a downtown office building, representing it’s own distinctive brand while promoting a commoditized product. Solution: Droz created a branded, integrated campaign that focussed on the downtown market, highlighting diamonds as tangible symbol of love with ‘special meaning.’ Ads feature headlines with ‘double meanings’ or often ironic word choices and are integrated into outdoor placement at major arteries entering the city. In addition, a program with major downtown corporations offers special benefits and promotions to downtown office workers who find the center-city location convenient. Elements consisted of: Branding Outdoor and print advertising Collateral materials Website development Program development Result: Goldstock has solidified its dominate position, expanded its premises to include a street level outlet, increased loyalty among downtown workers, and increased market share, while reducing overall direct marketing costs. Back to Retail Case Studies
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