Like many companies coming out of the Great Recession, impact-resistant window and door manufacturer PGT was reeling from the closure of one its plants and the contraction of its business. It produced the leading products in its category, but its leadership recognized that the quality of its customer service would drive its future. To ensure success, the company needed to seriously refocus on the core values on which it was founded.
Working with the PGT marketing and HR teams, Knight Strategic Communications proposed a comprehensive, multi-pronged campaign that not only helped the company refocus on its values, but also start living them. KSC began by creating a recognition and reward program in which employees were nominated by their peers for demonstrating the company’s values in the way they interacted with each other and customers. The program enjoyed an exceptionally high rate of participation and contributed to improved morale.
Once the internal initiatives were underway KSC developed a multi-channel campaign targeting PGT’s dealer customers. Over the course of several months they received collateral, videos, training opportunities, sales tools, and more, all highlighting the company’s core values to strengthen relationships and differentiate it from competitors. An overarching theme and logo was developed which has endured: “We See It Through.”