The
Client
Shreve & Co, renowned as a San Francisco original, was established in 1852. As
the oldest California jewelry company, the prestige jeweler had been continuously
creating unique, precious jewelry and high quality gift products for over 150
years, despite the city’s Great Earthquake and fire of 1906, manufacturing precision
airplane parts during World War I, the Great Depression, World War II, and the
Great Recession in 2008.
Now owned by the Schiffman family, Shreve & Co consists
of two stores, the flagship store located on Post Street
in San Francisco and the second, in the Stanford Shopping
Center, near Stanford University, Palo Alto, CA. Each specializing
in,
- Signature-Cut® and fancy color diamond rings
and jewelry
- one-of-a-kind jeweled Harry Winston® time pieces and
Swiss branded watches like precision-made IWC Schaffhausen®
- Designer jewelry such as Roberto Coin® and Mikimoto®
- Estate jewelry
- Jewelry and watch restoration, valuation, repair, and
personal shopper services
The Gordon Company Assignment
To assist the Schiffman family owners and the local Shreve & Co
management team to plan and implement a focused marketing
and sales program for the company to use during the temporary
relocation and subsequent expansion and remodeling of the
of the Palo Alto location.
The scope of The Gordon Company’s assignment included:
- Developing a business plan, including sales budget,
media plan, and resource plans for the Remodeling and
Expansion (R & E) event
- Aiding Shreve & Co management in identifying and
pricing inventory for the R & E event
- Designing a custom creative strategy, advertising plan,
and public relations plan for the Palo Alto store
- Integrating the Palo Alto R & E event’s marketing
strategy into the store’s advertising program and corporate
public relations plan
- Preparing in-store communications, collateral material,
print, and where appropriate other media advertising
material for the temporary location. Managing, staffing,
implementing, and controlling the R & E event in
order to optimize results
Considerations
- Shreve & Co is a prestigious, jewelry company in
Northern California that did not historically promote
jewelry off-price
- The Remodeling and Expansion event should be franchise
building and further develop the Northern California
consumer’s awareness of the Shreve & Co brand
The Gordon Company Solution and Accomplishments:
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1. |
The Gordon Company
designed and developed a one-of-a-kind marketing, advertising,
staffing, and implementation strategy for the Remodeling
and Expansion Event |
| |
2. |
The Gordon Company’s solution
significantly increased sales company wide in both
the temporary location, reopened thePalo Alto store
and the flagship store in San Francisco, CA |
| |
3. |
The Gordon Company’s plan
had “excellent short-term results” including increased
brand awareness of both Shreve & Co locations,
and an expanded customer base in the remodeled Palo
Alto location |
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4. |
Long-term effects included
the continuation of The Gordon Company R & E promotional
plan in the Shreve & Co ongoing marketing strategy |
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5. |
The plan increased year
over subsequent year sales in the remodeled Palo
Alto and flagship store locations |
| |
According to Lane Schiffmen…
“We were delighted to have Phil Holden conduct
this event, because of his success with our Walnut
Creek Store Closing Sale. Not only did he
keep our business on track while the store was
in its temporary location, but we received a huge
bonus when the new store opened. The intensive
promotional activity while the store was closed
helped it take off like a rocket from the moment
it reopened.” |
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