Watermark - The Catalogue of the RNLI (841 words)

Watermark

The Catalogue of the RNLI

The catalog selected for this issue's look at unique positioning and creative breakthrough is Watermark: The Catalogue of the Royal National Lifeboat Institution (RNLI). This catalogue was recently selected as one of the category winners at the 1998 European Catalogue & Mail Order Day's (ECMOD98) first Catalogue Awards. To the judges, this was one of the most well-conceived and best executed catalogues of the show, a unique honor for a not-for-profit, fundraising catalogue. Other than those for museums, successful not-for-profit catalogs are scarce in the United States. The RNLI catalogue shows us how it's done, with its most recent, Holiday 1998 issue.

The RNLI catalogue successfully combines several ingredients critical to any catalog's success: Merchandising and creative elements work to support one another and bolster overall brand recognition.

Outstanding Merchandising

Margaret Creech, Watermark's merchandising and buying manager, together with a small team of buyers and re-buyers, give the catalogue life with a marvelous selection of items—well beyond what one might expect for a typical not-for-profit institution's gift catalog. The merchandise categories include:

• Christmas cards

• Calendars and family organizers

• Christmas decorations

• Food items

• Nautically related products

• Clothing and clothing accessories

• Personalized items

• Travel-related items

• Books, maps and puzzles

• Gardening products

• Kitchen and cooking items

• Home furnishings and home helper items

The catalogue features a number of bundles and product offers that entice the consumer to increase the average order value.

Creative Presentation

This full-sized, 48-page catalogue is exceptionally conceived and executed. It is printed on a matte stock that is careful not to look overly glossy and expensive. The front cover clearly presents and reinforces the brand by greeting the consumer with a window in the shape of a boat's portal, that leads the consumer into the gift world of RNLI. The unreserved statement, "ALL proceeds from this catalogue go towards helping save lives at sea," presents the catalogue's mission at the outset. And the distinctive RNLI logo, prominently displayed in the lower right-hand corner of the cover, answers any questions the consumer may have regarding whom is doing the saving. The design is balanced, and the message is in no way ambiguous.

The back cover sells hard, offering four exclusive items. The heading LIFEBOAT GIFTS and nine RNLI logos leave no room on this page for the reader to doubt from whom this catalog came or the purpose it serves.

Between the covers, the page design and layout are pleasant, interesting, and have good eye-flow: the designers succeed in showcasing many products without cluttering the pages. Most pages lead with a heading that identifies a category or mood that the items on the spread will represent. Along with this heading is a different Rescue Quote for each section, to support and reinforce the purpose and nature of the catalogue.

The important introductory spread, pages 2 to 3, combine strong selling, as well as a welcome message from the RNLI to personalize the Institution for the consumer.

The catalogue's order form and ordering information are easy to use. A phone number is included on each spread, along with a phone symbol. A line of copy is included at the bottom of the order form, along with a box in the left hand bottom corner asking for additional contributions (beyond the gift purchases).

Strong Brand Identity

"Our limbs were frozen, and we could not have held out much longer. I am sure that if the boat had not come when she did, we must all have died from the cold and starvation." The Rescue Quotes (see top page above), which appear throughout the catalog, remind the consumer of the great service the Institute has provided for generations, and why it needs to continue providing that service.

The catalog never refers to itself as Watermark in product descriptions, but rather as the RNLI. For example, instead of listing a product as "A Watermark exclusive," the product would be, "An RNLI exclusive." This copy detail keeps the Institution's name constantly in the forefront, without muddying the waters of brand identity.

Background on the RNLI

The United Kingdom, as an island, is a maritime-oriented nation. It stands to reason that with so many people spending time on boats, eventually a number of them will be in need of rescue. For 175 years, the Royal National Lifeboat Institution has performed this life-saving service. However, in recent years, the Institution's fund raising results have declined, and it sought a new solution to raise operating capital.

And so, the Watermark catalogue was born. With a modest but inspired staff, the catalogue was designed and tested and has since received great acclaim. It is now an award winner in the U.K., and for good reason. Managing Director Peter Chennell, Creech and the entire production team can be rightly proud of it.

Well done!

For more information or to suggest a catalog for a future "Breakthroughs" column, contact Jack Schmid, president, J. Schmid & Associates, at (913) 385-0220 or by e-mail: jacks@jschmid.com.