Young America, the industry-leading brand of infant-to-teen furniture, will launch a national marketing program to support its retailers throughout the United States. The campaign, that touts the company’s focus on producing the safest furniture for children, is an industry first for any manufacturer.
The new program will raise awareness of the Young America brand with parents and about the safety of the Young America line, especially with new and expectant parents.
To launch the program, the company will run a new full-page and small-space print advertising campaign in select national baby and parenting magazines. The campaign highlights the company’s exclusive SafeT3™ design that provides three levels of safeguards – safety engineered, safety built, and safety certified – for product and environmental safety, certified by an independent expert. One ad, titled, “Safe. It’s the New Beautiful.”, highlights the fact that beautifully designed furniture should also be safe and showcases images from the company’s “Mix” collection. The second ad, titled “Safety first. Second. And Third.”, puts direct focus on the fact that a baby’s safety is the company’s primary concern.
“Peace of mind is the ultimate goal when raising a child,” said President and CEO, Glenn Prillaman. “So we go to great lengths to ensure we manufacturer the safest products available. Working with partners such as Intertek and Greenguard ensures we are delivery what the customer is demanding.”
In addition to the print campaign, an online advertising program is designed to help parents discover Young America’s website where they can explore products and get helpful information to aid their search for furniture and find a Young America store near them. Beginning in March visitors to the website who sign up for the YA Club will receive a free subscription, for one year, to American Baby or Baby Talk magazines. Young America also has partnered with obstetricians via a touch-screen information campaign in doctors’ offices. The campaign will run from March through September.
“Last Fall we made a commitment to our retail partners that we were going to begin to introduce consumers to the Young America brand. Today we are delivering on that promise.” said Director of Marketing, Neil MacKenzie.
Additional elements of the program for qualified retailers include enhancements to the company’s website and a full complement of collateral and point-of-purchase materials.
About SafeT3 from Young America
1. “Safety Engineered” is the company’s approach to embedding unprecedented safeguards into the engineering of each piece of furniture, like automatic drawer stops, tip restraints, corner stabilizers and reinforced joints.
2. “Safety Built” refers to the fact that the company makes all of its products in its own plants in the United States to ensure quality control through the entire the process, from concept design to manufacturing.
3. “Safety Certified” ensures that Young America products are certified by the world’s leading independent testing labs, Greenguard and Intertek, for product and environmental safety. The company’s own system of safety features surpasses even the most stringent guidelines.