Wilsonart Vertical Market Program
Wilsonart Segments
Vertical Markets Program
Repositioning a leading materials brand for growth.
Repositioning a leading materials brand for growth.
![Wilsonart](https://peopledesign.com/assets/img/work/wilsonart/wilsonart-graphics-12.jpg)
Challenge
Wilsonart Engineered Surfaces, a global surface material provider, targets many vertical markets but sometimes lacked targeted messages and materials for specific segments. Peopledesign was asked to develop a strategy and communications program.
![Wilsonart](https://peopledesign.com/assets/img/work/wilsonart/Wilsonart-vertical-market-brochures1.jpg)
![Wilsonart](https://peopledesign.com/assets/img/work/wilsonart/Wilsonart-vertical-market-brochures2.jpg)
Solution
Through market and customer, we created a new approach to Wilsonart vertical markets including healthcare, hospitality, retail, education, and more. The new program is flexible and scalable.
![Wilsonart vertical market spread healthcare](https://peopledesign.com/assets/img/work/wilsonart/_sixColumn/Wilsonart-vertical-market-spread-Healthcare.jpg)
![Wilsonart vertical market spread residential](https://peopledesign.com/assets/img/work/wilsonart/_sixColumn/Wilsonart-vertical-market-spread-Residential.jpg)
![Wilsonart vertical market spread office](https://peopledesign.com/assets/img/work/wilsonart/_sixColumn/Wilsonart-vertical-market-spread-Office.jpg)
![Wilsonart vertical market spread education](https://peopledesign.com/assets/img/work/wilsonart/_sixColumn/Wilsonart-vertical-market-spread-Education.jpg)
![Wilsonart](https://peopledesign.com/assets/img/work/wilsonart/Wilsonart-stills.jpg)
Results
The new program provided Wilsonart a framework for targeted materials, allowing for deeper segmentation and sales support.
Peopledesign’s work increased sales, and their efforts were foundational for the brand. They were genuine partners who facilitated a buttoned-up, professional, and flexible communication. Their team was smart and accomodating; their detailed approach ensured transparency throughout the process.
Keith Sherman, VP Marketing