Transforming Yankee Mattress Company: the case study.

Transforming Yankee Mattress Company: the case study.

Yankee Mattress Company was looking for a revamp to its branding along with a new e-commerce website. They needed a more focused approach to their target market, with stronger messaging and values that elevated their branding to the same level as their high-quality mattresses. 

Threshold wanted to position Yankee Mattress as more than a retail store, but an employee-owned company that’s invested in their customer’s quality of life. 

 

our approach.

new brand positioning & naming.

Following extensive market and customer research, Threshold created two brand concepts for the client to choose from, both with a core purpose, messaging, tagline, brand voice, and visuals. Each concept brought the brand to a more modern place, differentiating it from competitors by highlighting the craftsmanship that goes into their mattresses

a new brand look & feel.

The brand’s new messaging needed a new logo, brand guidelines, stationary, photography, apparel design, and more. We chose to design this brand with a logo font that spoke to handmade craftsmanship and a subtle mattress icon that would become a recognizable brand statement

a killer e-commerce website.

Yankee Mattress’ previous website didn’t allow for a streamlined online ordering experience. Our website design included easily navigable shopping categories as well as detailed shop pages. Each mattress product page included custom graphic designs that detailed each section of the mattress materials, making it easy for customers to browse and select the mattress best suited for them

We designed this website to mimic the in-store experience customers have, providing them with clear information so they could make informed decisions. 

 

we love results.

The final brand not only connects better with the target audience, but it feels timeless and elevated. Each aspect of the brand ties in seamlessly with the next, inspiring the company’s employee-owners and ensuring the quality of the mattresses is felt within the quality of the branding. 

One Year Post Website Launch (April 2023-March 2024): 

  • 446 New Users
  • 7% Increase in Engagement Rate
  • A 7% Reduction in Bounce Rate

 

before you go.

Yankee Mattress Company can now confidently say they’re crafting comfort for amazing sleep and better days. See the case study for a full look at the transformation our THeam created for them – and what we can do for you, next.

Let’s propel you forward too! Your place for your every marketing need, with us you can go a la carte or take all the carts. Talk to a Marketing Specialist today. 

Your Name is the Foundation of Your Apartment Marketing

Your Name is the Foundation of Your Apartment Marketing

When you think of someone figuring out a name for your property, don’t imagine a creative-type at an advertising agency sitting up late at night, waiting for that perfect name to pop into their head. When Threshold names properties —be it a new or old community— our approach is never to just sit around spouting out names until we hear one that sounds cool. 

That approach might work for startup tech companies, but naming ideas and marketing ideas for apartments emerge from a more nuanced approach. When property owners and developers come to us for a new naming project, they’re not only looking for a name. We certainly start with the name, but that name evolves into a color scheme, which evolves into a logo, which turns into tagline, messaging and whatever other apartment marketing collateral the property needs.

How a Name is Born

Before we can do any of that, our team needs to gather information about the property. The most important piece of information is the target market demographic. The property name must be geared precisely towards the target audience, because they’ll be seeing, saying and writing the name most often. Think about it; you wouldn’t assign a name to someone’s house without first considering who they are, what they like and where they work.

After we determine the characteristics of the community’s target resident, we consider the property’s other characteristics such as location, amenities, building style, and whether it will be considered a luxury apartment complex, a student housing community, or another kind of property. A name is only one or two words, but those words must be whittled down from a huge amount of information.

Of course, we don’t just collect information ourselves. We always sit down with property owners to talk about their vision for the property. At the end of the day, the client chooses from a list of names that Threshold provides. That’s why it’s so important to listen to the client’s ideas and incorporate them into the final naming considerations.

Be Unique. Don’t Be Weird.

Once we’ve compiled all the preliminary information, the creative naming process can begin. We look to bring out names that are unique, but not just for uniqueness sake. We’ll always consider the competition names, and avoid names that bear any similarity to other properties in the area. We want the name to stand out, but we also want it to make sense. Prospective residents should see the name and know exactly what their life will be like if they live there, or at least be intrigued by what their life might be like.

There’s no rule of thumb about whether your property name should be made up or be a real word. Each property is different, and each naming process requires a thorough investigation into which names will attract the most residents. There are rules about properties that are undergoing a rebrand, however. If your property is being rebranded, it’s probably for good reason. You don’t want to make the mistake of keeping certain parts of your old property name. A renaming effort requires total commitment to the new brand. That way, you’ll be able to attract people who are new to the market without any extra baggage that may have been associated with the previous property name.

Those are all the secret marketing ideas for apartments that we’re able to divulge today. When your property is ready for a new name, or if you’ve recently purchased a new property in need of an identity, Threshold has you covered with innovative apartment marketing ideas. We don’t do cookie-cutter and we don’t do boring —unless that’s what your target audience wants.