Though Poppin initially geared its collateral toward the office fashionista with messaging about extending your style all the way to work place, the focus shifted toward B2B accounts. With this shift, I began writing materials that spoke directly to CEOs interested in boosting morale; HR reps in need of “New Hire Attire”; and various niche groups interested in increasing productivity with a workplace that made work feel good. In addition to touting bigger ticket items, such as furnishings, Customization was also a big campaign geared toward our B2B audience.
Merrill Feitell 