Grand Home Furnishings helping Roanoke schools
By Furniture Today Staff -- Furniture Today, January 15, 2006
Roanoke, Va. — Retailer Grand Home Furnishings is stepping from the grandstand and into the spotlight at financially strapped Roanoke high schools.
At the urging of its Southfield, Mich.-based marketing firm, Yaffe & Co., Grand is running a marketing program through March to help support high schools and their athletic programs.
"This is our home town," said Steve Davis, marketing director at Grand. "And we're always looking for ways to help our community."
The program integrates several marketing elements, including:
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Print ads publicizing Grand's support for the schools as well as promoting an in-store offer.
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Coupons on the back of game tickets that encourage customers to shop at Grand.
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Banners that feature Grand's brand position of being "the official store of the family home."
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Public-address announcements during high school athletic games promoting Grand's family-focused brand image, their support for sports teams and the ticket-back coupons.
"We wanted to show just how committed Grand is to Roanoke's families by giving their high schools a financial boost," said Jon Milenthal, account supervisor at Yaffe. "After all, many of their employees and customers have children who go to or have graduated from these schools. And they take a lot of pride in their teams. So it really is like a family affair."
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