Floor Coverings International
Rebranding
Franchise

from little known to the a-list

Brand Development
Activation
Local Communications

The Assignment

Floor Coverings International (FCI) is a rapidly expanding franchise brand with over 270 units across North America. FCI was one of the best reviewed flooring brands in the country but had little to no name awareness with its audience. They partnered with us to refresh their brand and launch a brand + performance test to drive store-level conversions.

Van Wrap
01 Find Truth

Reviews Were In

Through our internal and external research, we were able to identify that FCI was the best reviewed flooring company in the market, yet FCI was not a well-known brand name in the industry.

As a growing franchise, it also needed to align its brand message across corporate, franchisees, and customers in an easy way so that it could generate overall awareness.

02 Build Trust

We Made Them Stars

Because home improvement is often driven by word of mouth, and because of their consistently high rankings, we created the concept “The Stars of Flooring”.

Each piece highlighted the high satisfaction rankings FCI receives. We also promoted the new look, feel and messaging internally through presentations and videos.

03 Power Growth

Shining Bright

TV and radio commercials, direct mail, display banners, web landing page, sales materials, and mobile van designs presented a contemporary, customer-centric image. In addition, we created a lead generation test to drive new customers using the new brand.

RESULTS

The Bottom Line

62%
Reduction in cost per conversion
273%
Increase in conversions
142%
Increase in engagement
Campaign Video
Brand Video
Brand Guidelines
Pop-Up Offer

REGROUP’S ROOTS RUN DEEP

Janet Muhleman co-founded Group 243 in Ann Arbor in 1975. Since then, her agency’s innovative holistic customer experience perspective drew the attention of clients and national and international agency holding companies alike.

By the time Jan and her veteran leadership team decided to buy back their independence in 2003, the agency had embedded additional DNA from some of the top agencies in the industry: including Omnicom and WPP. REGROUP’s founding that year allowed the team to tightly re-integrate their offerings around their long-standing customer experience approach and select opportunities based on a match of values and commitment to mutual growth. Those criteria remain today.

Throughout its history, REGROUP has remained independent and committed to using business as a force for good. We continue to help complex organizations align internally and externally through our brand + performance philosophy.

REGROUP’S ROOTS RUN DEEP

Janet Muhleman co-founded Group 243 in Ann Arbor in 1975. Since then, her agency’s innovative holistic customer experience perspective drew the attention of clients and national and international agency holding companies alike.

By the time Jan and her veteran leadership team decided to buy back their independence in 2003, the agency had embedded additional DNA from some of the top agencies in the industry: including Omnicom and WPP. REGROUP’s founding that year allowed the team to tightly re-integrate their offerings around their long-standing customer experience approach and select opportunities based on a match of values and commitment to mutual growth. Those criteria remain today.

Throughout its history, REGROUP has remained independent and committed to using business as a force for good. We continue to help complex organizations align internally and externally through our brand + performance philosophy.