BALDWIN LAUNCHES DESIGN COUNCILHosts Inaugural Design Summit
Baldwin Hardware approached Echo to create a campaign designed to strengthen the brand’s relationship with its key audiences – architects and designers. The goal was to create a panel of influential architects and designers that would become trusted advisors to Baldwin, sharing insights on trends, products and style, and ultimately, become brand ambassadors in the marketplace.
Echo conducted research to ensure there was demand for such a council and gather specific data to help us fine-tune tactics. The research results illustrated a great desire by Baldwin’s target audiences to participate in a Design Council. Echo launched the application process at the American Institutes of America National Convention trade show in May 2015 and ran the campaign through July 15, 2015. Nearly 200 people submitted applications and 25 industry-leading architects and designers were named to the Baldwin Design Council. They were invited to attend a two-day Design Summit in New York City in October to share ideas and shape the future of Baldwin design. The council participated in strategy sessions about the brand, its products and industry trends and provided Baldwin with valuable feedback.
The decision to form a Design Council was rooted in research and the desire to further solidify Baldwin’s relationships with the A+D community. The value of the relationships is priceless from a sales, marketing and public relations standpoint. Baldwin’s social media presence increased as many of the Design Council members posted on various social media channels throughout the Design Summit. On Twitter alone, Baldwin generated 239 engagements and 61.5K impressions. The Design Summit drove the conversation featuring branded hashtags, including #baldwindesigncouncil and #baldwindesignsummit. Media coverage included stories in Kitchen & Bath Design News, Luxe, Arch News and more.