Schuler Homes - Case Study Placement
Situation: As a part of an ongoing market development program, the American Iron and Steel Institute wanted to promote the use of light-gauge cold-formed steel framing in residential building applications.
This market offered a key growth opportunity, and AISI's goal was to communicate the unique benefits of building with steel to residential developers, architects, engineers and homeowners.
Action: e-agency worked closely with Schuler Homes, a Hawaii and Northern California-based developer known for its use of steel framing, to produce a case study that showcased the unique benefits and challenges of steel framing in the residential market.
Results: The case study was a major success. It garnered coverage by local newspapers and business journals in the San Francisco Bay Area. The centerpiece of the media relations program was the case study's placement in Builder & Developer, a well-read West Coast building publication. A Bay Area television station picked up the story and produced an informative segment on steel framing.
The total reach of the story was extended to a national trade audience through the AISI's use of reprints of the trade journal feature story for direct mail, trade show handouts, and informational packages.
<back to case
study index>
|
