Fergus Falls, MN, based ShoreMaster has finished production on its latest product catalog celebrating the waterfront lifestyle that they have helped to create over the years. One of the industry's leading providers of shorefront products and accessories, ShoreMaster chose the Johnson Group to lead development and design of their 2009 catalog and outdoor campaign.

ShoreMaster has earned a reputation of providing premier waterfront products to commercial and residential customers and was seeking an agency to partner with as they prepare future marketing materials. Past catalogs and promotional materials left much room for improvement and the search for the answer to improving these communication pieces led ShoreMaster to Johnson Group.

Based on previous industry experience and a strong reputation in the promotional catalog and outdoor markets, Johnson Group was chosen to help lead them in their latest efforts.

With the understanding that the market was no longer a male-dominated product, Johnson Group positioned ShoreMaster towards family and marketing toward lifestyle. Johnson Group's knowledge of the market as well as the lifestyle was inherent in past work and was enthusiastically accepted by ShoreMaster.

Johnson Group's creative team designed an extremely easy to use residential catalog that offered current and prospective customers ease of referencing products. The catalog theme was based on 'launching memories' and featured recreational waterfront moments and memories that come from ownership of their extensive line of boat lifts, docks, accessories and water toys in use by grandfathers and grandsons, fathers and daughters and brothers and sisters. This theme was also applied to a series of billboards used in a targeted outdoor campaign.

The success of the campaign was driven by the strong relationship fostered between ShoreMaster and Johnson Group. Johnson Group 'focused as a team with ShoreMaster with open communication between both parties that led to a very successful outcome,' says James Kleinke, National Account Executive for Johnson Group.