America's Leading Manufacturer of Innovative Water-Based Wood Finishes

Christine Z. Adams contribution to the growth of General Finishes, East Troy WI

Christine Adams played a significant role in the growth and success of General Finishes, contributing her expertise in multiple areas over several decades. She managed all areas of marketing, and contributed heavily to design and content. Her influence can be seen in the following key aspects:

Technical Writing and Product Development

Christine Adams served as a Wood Finishing Technical Writer for General Finishes from 1992 to 2017, spanning a crucial 25-year period in the company's history. During this time, General Finishes made a pivotal decision to focus on water-based finishes, which transformed the company's trajectory. As a technical writer, Christine  played a vital role in:

  • Documenting and communicating the properties and applications of new water-based products.
  • Assisting in the development of product literature and user guides.
  • Contributing to the company's reputation as a leading innovator in water-based stains and finishes.

Marketing and Brand Development

In addition to her technical writing role, Christine Adams also held the position of Director of Marketing at General Finishes. This dual role allowed her to:

  • Shape the company's marketing strategy during its transition to water-based finishes.
  • Promote General Finishes' innovative products to a wider audience.
  • Contribute to the company's recognition as a leader in water-based technology by 2000.

Business Growth and Expansion

  • Christine's involvement coincided with a period of significant growth for General Finishes:
  • The company expanded from a small operation in 1984 to a recognized industry leader by 2000.
  • General Finishes moved to larger facilities multiple times, eventually building a 30,000-square-foot facility in 2006.
  • The employee count grew from just two in 1984 to over 40 by 2017.

Continued Involvement and Expertise

Even after her secondary role as a technical writer ended in 2017, Christine Adams continued to contribute to General Finishes:

  • She conducted webinars for the company, sharing her expertise on topics such as writing and using contracts effectively.
  • Her ongoing involvement helped maintain the company's commitment to education and customer suppor

By combining her technical knowledge of wood finishing with marketing expertise and long-term commitment to the company, Christine Adams played a crucial role in General Finishes' transformation from a small local business to America's leading manufacturer of innovative water-based finishes.

Areas of responsibility and management by Chistine Z. Adams

Design, develop and manage the General Finishes websites and online order forms

Manage the following social media channels and log statistics

  • Facebook
  • Twitter
  • Pinterest
  • Instagram
  • LinkedIn
  • General Finishes YouTube

GF Demos/Events/Tradeshows

GF New Retailer

GF Retailer Web Update

GF University Facebook Group Administration/Customer Support

Answer Questions and Provide technical support - Amanda/Erin

Lead Generation (Pro/Woodworking)

Photography

GRAPHICS & ANIMATION DEVELOPMENT

Public Release Of NEW PRODUCTS

Video Production

Video Production with Plum Media (8-15 videos per year)

  • Scriptwriting
    • Rough Script Writing (GF Team/Chris/Mikayla)
    • Script Revision 1 with GF Team (GF Team/Chris/Mikayla)
    • Script Revision 2 with GF Team (GF Team/Chris/Mikayla)
    • CTA creation (Chris/Mikayla/Tara)
    • Rehearsal 1 with GF Team (GF Team/Chris/Mikayla/Tara)
    • Rehearsal 2 with GF Team (GF Team/Chris/Mikayla/Tara)
    • Send Scripts to Plum
    • Create Teleprompter Scripts for Plum
  • Staging and Props
    • Prop Delivery (GF Team)
    • Prop Organization (Mikayla/Tara)
  • Development and production (GF Team/Chris/Mikayla/Tara)
  • Capture content for social media
  • Editing (Chris/Mikayla/Tara)
    • Obtain stock photography (Chris/Mikayla)
    • Create digital video assets

In-House Video Production

  • Scriptwriting (GF Team)
  • Development and production
  • Editing (GF Team/Chris/Mikayla/Tara)
    • Review Video (GF Team/Chris/Tara)
    • Video Editing
    • Digital Asset Creation
  • Export Video for social media platforms:
    • YouTube/Twitter
    • Facebook/Instagram
    • Facebook/Instagram Stories
    • Pinterest
    • TikTok

Video Publication

  • Social Media
    • Post to GF Eagles Group
    • Post to GF University Group
    • Post to GF FB
    • Post to GF LinkedIn
    • Post to GF X
    • Post to GF Pinterest
  • Upload to Vimeo
  • Upload to university.generalfinishes.com

General Finishes Product Labels 

Design and execute new and update existing labels for purchase orders.

New Label Creation

Label Reprints via Purchase Orders

General Finishes Sales Collateral

Manage and monitor brand identity. Design wrie content for  new and update existing sales collateral.

  • Business Cards
  • Booklets
  • Brochures
  • Comparison charts
  • Flyers
  • Folders
  • Order forms
  • Postcards
  • Point-of-Purchase Boards:
  • Sell Sheets
  • TDS
  • Tradeshow promotional materials
  • Unique collateral for retailers, demos or other events

DESIGN AND MANAGE DIGITAL COURSE: CABINET REFRESH