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Wheeling Corrugating Company - a Division of Wheeling Pittsburgh Steel
CHALLENGE: Bring brand awareness to a unique design process used by Wheeling Corrugating Company.
STRATEGY: Design a print campaign to brand a design process used at Wheeling Corrugating Company. The agency crafted a brand name for the process "Value Engineering." The design process used by Wheeling Corrugating Company allows customers of Wheeling Corrugating to use less steel in their building projects. The steel that is manufactured by WCC is stronger and has a greater spanning strength than their competitors.
EXECUTION: The agency put together a national testimonial print campaign. The first ads consisted of endorsements by McNamara/Salvia the nation’s largest design-build firm. The creative team from Beyond Marketing traveled to McNamara/Salvia headquarters in Boston and did photography with the two principals of the firm. The second ad consisted of the president of Wheeling-Pittsburgh, Jim Bradley and senior designer, John Cooper, at WCC. Both ads told the WCC story. They also gave a brand identity to the product in the market place.
RESULTS: Steel deck sales have exceeded projected sales with the rollout of the campaign. Wheeling Corrugating Company General Manager Doug Robbins has stated: "We have closed many large projects because of the Value Engineering campaign."
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1618 Jacob St., Wheeling, WV 26003