Day’s Jewelers, a privately-owned, seven store chain located in Maine and New Hampshire contracted Sean Tracey Associates to re-brand their advertising and marketing efforts. As their agency-of-record, STA conducted a quantitative and qualitative research survey to understand Day’s current brand awareness and perception. The research pointed to a need to re-position the brand, which resulted in a new positioning statement created by STA, “For All Life’s Unforgettable Moments.” Subsequently, STA redesigned a music identity package, developed a new section of the Day’s web site (Special Occasions and Diamonds), and wrote and executed TV, radio, and print ads for the new positioning. Sales exceeded projections by 47%, and senior management attributed this achievement to the new advertising initiative, crafted by STA.
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