Young America launches national consumer advertising campaign focused on safety
Jane Kitchen -- Kids Today, 3/1/2011 3:08:30 PM
Stanleytown, VA, -- Infant and youth furniture manufacturer Young America has announced plans to launch a national marketing program this month to support its retailers throughout the United States. The consumer-advertising campaign touts the company's focus on safety, and will include full-page and small-space print ads in Fit Pregnancy, American Baby, Pregnancy & Newborn and Baby Talk magazines from March through September.
"Our plan is to elevate the brand so that people understand who we are," said Neil MacKenzie, director of marketing for Young America. "...We're taking Young America from a trade brand to a consumer brand."
One ad features the tagline "Safe. It's the New Beautiful." It features a dream nursery with furniture from Young America's latest collection, Mix, and aims to highlight the fact that beautifully designed furniture should also be safe. The second ad features a softly lit close-up of a sleeping baby and features the words "Safety first. Second. And Third."
"The message should resonate with the new and expectant parent," said MacKenzie.
The campaign also highlights the company's new 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. The goal in developing the Safe T3 message for the campaign is to simplify the message for the consumer.
"Safety Engineered" refers to the company's approach to embedding safeguards into the engineering of each piece of furniture, like automatic drawer stops, tip restraints, corner stabilizers and reinforced joints. "Safety Built" refers to the fact that the company makes all of its products in its own plants in the United States in an effort to ensure quality control through the entire the process, from concept design to manufacturing. "Safety Certified" refers to the fact that Young America products are certified by Greenguard and Intertek for product and environmental safety.
"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 website 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 website who sign up for the YA Club will receive a free one-year subscription to American Baby or Baby Talk magazines. MacKenzie said his goal is to double the number of YA Club members by September.
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. Today we are delivering on that promise," said MacKenzie.
Additional elements of the program for qualified retailers include enhancements to the company's website and a full complement of collateral and point-of-purchase materials.
"It's a pretty big initiative based on where we began," said MacKenzie. "We're fulfilling our obligation to our Signature Shops to drive traffic into their stores."
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