Integrated Communications Campaign

Town Line



In July 2017, our client Town Line Wallpaper & Paint Co. approached us about a strategy to celebrate their 50th Anniversary. They wanted to host a big celebration event, but also wanted to host smaller in-store events and run special promotions throughout the month.  Ultimately they wanted to increase awareness in their local market and drive more foot traffic to the store.

Our Solution

We developed a comprehensive strategy to promote Town Line’s 50th and all the events and activities associated with it. This strategy included elements of owned, earned, shared, and paid content.

Graphics and Collateral:

We created a set of high quality, visually appealing and informative graphics to share across print and media channels. While they all had a different message, they all shared a consistent theme,  color, and story that tied back to the main purpose of the strategy--to promote being in business for 50 years and drive foot traffic.

Some of the graphics were used as printed inserts in a local newspaper to target specific geographic areas.



-The Facebook content calendar we created included organic and paid posts. Through a variety of different custom-developed graphics Town Line was able to promote in-store vendor demos, sales promos, and the in-store 50th Anniversary Celebration, while not coming across as repetitive or redundant.


-We designed Email campaigns to be sent out to Town Line’s email list throughout the month. Not only did this help spread Town Line’s message, it allowed us to collect statistics and information to use on future email marketing campaigns.


-The blog was updated consistently throughout the month with event and sale details. By also focusing these pots on location and services offered by Town Line, we helped support SEO efforts.

Public Relations:

-We used a targeted media relations campaign to pitch stories to local newspapers and magazines about Town Line’s evolution, adaptation, and growth despite increased big box competition.

Community Relations

-To strongly link Town Line to its local community, we invited local VIPs to attend the 50th Anniversary celebration. We also worked with surrounding Chambers of Commerce to help promote Town Line’s activities throughout the month.


During the month of October, Town Line saw a 20.15% increase in sales. For context, a good monthly jump would usually be around 4%. This significant increase included a 21% increase in wallpaper sales and 25% increase in Benjamin Moore Paint sales.

On Facebook, Engagement increased 2933%, Page Visits increased 700%, and Reach increased 2593%.

Additionally, through our PR and community relations efforts, we obtained an article in the local Malden newspaper and its corresponding website, and secured the Malden Mayor's appearance at the 50th Anniversary event.