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Formica Example

Almost 20 years of experience building strategic plans for non-profit and for-profit organizations. For example, after obtaining extensive consumer, customer and industry understanding, built a 5-year strategic plan for the residential side of the Formica business.

Objectives:

(made generic to protect client privacy)

  1. Drive financial goals & capitalize on projected segment growth

  2. Drive awareness and key brand health metrics (e.g. be seen as a durable and updated brand)

KEY STRATEGIES

GOAL: INSPIRE WIDER USE OF FORMICA PRODUCTS IN THE HOME

Many homeowners know of Formica only as a countertop. The goal was to prove that Formica’s decorative laminates could also be used on walls, doors, tables, furniture, and more.


RESULT: Statistical increases in usage interest of Formica through key areas in the home.

GOAL: HELP CONSUMERS MORE EASILY PURCHASE FORMICA PRODUCTS

Consumers can buy Formica products through a retailer and have them professionally made and installed. Some of the more crafty customers were looking to buy the laminate sheets and DIY their own project. The business needed to make the product more readily available by improving DTC ecommerce and providing educational content.


RESULT: The ecommerce program has brought millions to the bottom line.

GOAL: TAP INTO CONSUMER INSIGHTS AND TRENDS

Interior design trends, the competitive landscape, and the customers’ needs continue to evolve. Formica needed to make a commitment to stay on the pulse of the industry to offer the best products, the most desirable designs, and the right support to help homeowners in their purchase process.


RESULT: In just 4 years, five on-trend product launches were completed that all met or exceeded original sales goals. 

A Bon Secours Mercy Health Example

Planning Steps

Experienced in developing and monitoring strategic marketing plans. At Bon Secours Mercy Health, I spearheaded a new processes to develop cross-functional plans and monitor their progress.

1

Review of trends, insights, and overarching system strategic plan

2

Align with market leaders

3

Form marketing plan with cross-functional input

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4

Present the plan to leaders for final alignment

5

Develop exeuction timeline and assignments

6

Ensure monthly and quarterly checkins on progress

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