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Case Study: Geppetto’s
Overview
The Geppetto’s chain of neighborhood toy stores has been a San Diego institution for over 30 years. What started out as one store in the Hotel Del Coronado has grown into a string of locations across San Diego County since the Miller family took over the chain. The current owner, Brian Miller, joined the family business in 1992 and has overseen this successful expansion.
Geppetto’s distinguishes itself with its old-world, "Geppetto’s toy shop" architecture and atmosphere, its selection of hand-picked toys designed to inspire imaginative play while educating children and aiding their development, as well as personalized service from highly-trained staff who help patrons select toys based on age, gender and interests. Through carefully managed growth, targeted marketing and selection of premium retail locations, Geppetto’s has enjoyed unusual growth and stability in what has been a volatile market for toy stores nationwide these past few years.
Challenge
Geppetto’s reached a point in 2003 where it needed a dedicated outside resource to update the look of the store’s promotions, produce a higher volume of marketing communications and help refine the brand of the growing chain.
Solution
Epiphany Marketing has played a prominent role in Geppetto’s marketing efforts since the Fall of 2003, assisting with creation of print & broadcast advertising, in-store signage, direct mail, and public relations, helping the store get significant media coverage both in print and on TV. This marketing partnership won Geppetto’s the "Best Promotion" award from Playthings Magazine in 2005. Epiphany Marketing has also played a large role in helping Geppetto’s promote the opening of four new stores in just three years. Our agency continues to be integrally involved in all marketing for Geppetto’s.