Fred J. Miller, Inc. Rebrand Campaign
Who is FJM?
Fred J. Miller, Inc, is a family company based in Miamisburg, Ohio and is the leading provider of uniforms, graphic flags, accessories, shoes and equipment for drum corps, marching bands, drum lines, color guards and concert and choral performers. The company has been directly involved in pageantry at every level and has won several hall of fame honors from Winter Guard International and Drum Corp International. With exclusive lines like Cesario Uniforms, Greg by Greg Lagola and Chandler by Scott Chandler, FJM has some of the most popular and innovative designs in the business.
Challenge
In a highly competitive line of business, FJM was falling behind the times. Seen as old fashioned and stodgy, the company was in need of not only a new look, but a fashion forward new image across the industry. The company turned to Hafenbrack Marketing to update their image. Not satisfied with just staying in front of new trends, FJM wanted to lead the entire industry into the future.
Solution
Hafenbrack helped make FJM the ‘image makers.’ Our first suggestion was to change how the company was known from Fred J. Miller – well-known but seen as old fashioned – to FJM with a hipper, younger feel that was more appealing to type of audience the company was trying to attract.
By developing an entirely new brand for the company, Hafenbrack also provided the strategic framework to help FJM become number one in their market. Hafenbrack developed a new logo and fundamental marketing materials. In addition, the agency revamped FJM’s bi-annual catalog, which is the company’s main source of sales.
Results
Today, 9 of the top 12 drum corps wear and use FJM equipment, including the 2007 DCI Champions – the Blue Devls. FJM also outfits eight of the top 12 Band of America bands, including BOA grand champion – Broken Arrow High School. Since the original concept design, Hafenbrack has developed seven catalogs, more than 14 years of work, for the company.
According to Michael J. Cesario, the top designer for the company, “The industry has a new and unattainable graphic standard” thanks to the work done by Hafenbrack. |
