When you have a dream and want to fulfill it during a national pandemic
Project: Polished Nichols was contracted to launch the Dream Baby Décor brand. With a comprehensive marketing and branding campaign, Polished Nichols assisted the DBD team with company branding and messaging, merchandising suggestions, store layout, partnerships, Grand Opening event planning, media outreach, and overall strategic planning during an unprecedented time in history.
Challenge: Opening a business, specifically a bricks and mortar shop, during a time when the world was exposed to Covid-19, was a major obstacle in the planning process. However, Polished Nichols took it as an opportunity.
Even as hundreds of thousands of businesses across the country were closing, Dream Baby Decor was among the new businesses appearing at the fastest rate since 2007.*
“People are still having babies every day, and we want to provide the best quality products on the market for those families who are having a different experience welcoming babies into this world,” shared Amy Tech, founder, Dream Baby Décor.
Plans: Polished Nichols led the team with a strategic planning session, established goals, prepared a full-blown marketing plan, and went to work! The team assisted the owners with logo and website creation; built a rigorous media plan; drafted collateral copy; and planned for the opening festivities.
Natalie and Nicole planned the Grand Opening and Ribbon Cutting Ceremony for Tuesday, December 1, 2020 at 11 am. The duo conducted outreach to local politicians, businesses and partners to attend and speak at a special ceremony. Speech writing, proclamation requests, event logistics, and partnership giveaways, were among their tasks.
Under Polished Nichols’ guidance, Dream Baby Décor incorporated the appropriate CDC guidelines in place to ensure a safe intimate event outdoors- even down to six feet spacing marks on the ground for attendees. For event guests and shoppers entering the shop, Dream Baby Decor had a maximum capacity, store flow directions for six feet spacing, face covering requirements for all guests, and hand sanitizer stations. Additionally, the store offered individual shopping appointments before and after normal business hours
Throughout the Grand Opening week, Dream Baby Decor extended the festivities with special offers. Customers received special giveaways, participated in daily raffles for gift baskets filled with products showcasing the shop’s valued vendors and local partnering businesses, entered to win a luxury baby bag and activity scarf, and enjoyed gift wrapping.
Outcome: Dream Baby Décor was well received by all. The First Lady of Maryland Yumi Hogan attended, spoke and even shopped for her grandchildren. Representatives from all political office in Anne Arundel County attended and spoke. Media attended and Dream Baby Décor garnered coverage in all local media outlets and on WMAR-TV, even on a day when the Governor was scheduled to speak about Covid 19 updates in Maryland.
Speakers and representatives included:
- Amy Tech, Dream Baby Decor, owner
- Mark Kleinschmidt and Amy Berry, Anne Arundel Chamber of Commerce
- Briayna Cuffie, Legislative Aide II, on behalf of Councilwoman Lisa Rodvien
- Vincent Moulden, Community Engagement Officer, on behalf of Annapolis County Executive Steuart Pittman
- Citations from Congressman Dutch Ruppersberger and Senator Chris Van Hole read by Natalie Van Buskirk, Polished Nichols Public Relations & Marketing
- Jennifer Navabi, District Director at the Maryland General Assembly from Senator Sarah Elfreth’s office
- Senator Sarah Elfreth
- Delegate Shaneka Henson
- Delegate Adrienne Jones
- Brian Cahalan, Special Projects/Arts Coordinator, on behalf of Mayor Gavin Buckley
- Rhonda Pindell-Charles, Alderwoman/Councilwoman, Annapolis City Council
- Soo Koo, Chief of Staff, First Lady of Maryland
- First Lady of Maryland Yumi Hogan
*Wall Street Journal, September 26, 2020