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  O’Sullivan’s Furniture Factory Outlets                 

SITUATION

To sell their close out or discontinued furniture, O’Sullivan’s had three outlet stores in three cities in the Midwest.  For advertising, they bought television and radio direct from the media. 

GREENLEAF ACTION

• We identified their best target profiles.  Two primary groups were selected.
• Upon analyzing their current radio and television buys, we discovered that the bulk of what they had been buying didn’t reach their primary demographics.  Those that did were significantly overpriced compared to other options available to them.  
• GreenLEAF Marketing determined the television shows which offered the best value to reach profiles, handled the rate negotiations and placement of the ads.

• We produced a series of television and radio commercials that tied to the preferences, needs and lifestyle of the profiles. 
• We hired a professional female spokesperson who would relate well to the primary target. 
• We changed the quantity of product content.
• We eliminated other superfluous advertising for the client.

RESULTS

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