Sunbrella caters to a very diverse audience base - from manufacturers and retailers to end consumers - across five primary categories. To create an integrated digital communication approach, Stripe Theory was brought on to align market communication approaches to the central brand strategy, and develop a concentrated omni-channel content strategy to amplify brand content across platforms.

Stripe created a cohesive brand narrative, messaging matrix, and voice and tone guidelines to align market communication approaches to the central brand strategy. We then prioritized the three primary audience segments to focus building brand awareness and loyalty. From this point, we were able to actualize against the content marketing strategy through a dedicated content engine, with Stripe leading the creative development and execution across each quadrant.

Once the strategy was in place per market, we developed a robust test-and-learn strategy to find our ideal message and creative per audience segment, as well as by platform.

With a focused content strategy that narrowed in on specific audience segments, we vastly grew the brand’s community size and cross-platform engagement.

Additionally, with diverse categories and audiences, it was imperative to centralize online and offline marketing data to inform strategic decision making and pivots. As such, Stripe theory established an automated reporting dashboard for the Sunbrella brand, collecting data points across public relations, marketing, and advertising efforts. The integrated self-service dashboard allows Sunbrella to explore their product lines and content performance to inform their market-level strategies in real-time.