Williams Lumber
Transforming Challenges Into Growth: How Go Gladys™ Revitalized Williams Lumber’s Brand and Customer Connections
THE
CHALLENGE
Williams Lumber needed a marketing strategy that prioritized the Williams brand first while leveraging the support and national recognition of Ace Hardware. The challenge was to balance local brand identity with Ace’s broader reach, ensuring that marketing efforts remained authentic to Williams’ legacy while maximizing the advantages of being an Ace Hardware retailer.
Williams Lumber, a trusted name in the Hudson Valley since 1946, operates seven stores across the region. In 2022, Williams Lumber partnered with Go Gladys™ to revitalize its brand, starting with the fast-turnaround design and production of a holiday catalog. While the catalog was a success, it became clear that the brand needed comprehensive support to streamline its messaging, enhance its online presence, and build stronger connections with its customers.
Go Gladys™ began by refining Williams Lumber’s messaging, tone, and visual identity to ensure consistency across all marketing efforts. The team revamped the website with updated design elements and targeted landing pages, greatly increasing new visitor traffic through effective SEO strategies. Streamlined paid advertising campaigns directed to these landing pages have significantly boosted conversions and generated leads for in-store services, focusing on key departments across all locations.
THE GO GLADYS SOLUTION
A Website to Help Customers Nail It Right the First Time
The website revamp improved user experience while honoring Williams Lumber’s 80-year legacy. We partnered with Williams to ‘Nail It Right the First Time’ and have continued optimizing since. Ace Hardware integration expanded in-store and online product offerings, showcased prominently on the site. Marketing pages now track key conversions, such as phone calls and leads, ensuring Williams Lumber remains adaptive and positioned for growth.
Visit the website
See the work for yourself!
Email Blasts
By delivering consistent, on-brand content across print ads, OOH campaigns, blog posts, email campaigns, and digital ads, Go Gladys™ ensured Williams Lumber’s voice resonated and remained unified across all platforms.
This cohesive approach enhanced the customer experience at every touchpoint and drove increased engagement across all seven stores, strengthening the connection between the brand and its customers.
THE
RESULTS
Through creative, on-time solutions, Go Gladys™ has become a trusted extension of the Williams Lumber team, fueling its growth and ongoing success.