Case Study: Oreck Situation Consumer Products Oreck was a private-equity-owned firm that needed to assess the impact of direct market efforts on specialty and traditional retail business operations. The company had only recently stabilized the business following the disruption caused by Hurricane Katrina. Also, due to the ongoing recession, sales revenues were down across the market for white goods and small appliances. Direct sales were decoupling from direct media spend concurrent with traditional CPG firms beginning to utilize long form advertisements. Oreck had a major need to revitalize its brand while improving customer acquisition, conversion, and retention rates. Engagement Denneen & Company was engaged to support corporate strategy development to improve media allocation and spen

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