GREENCREST - Marketing • Advertising • Public Relations

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case study

Suburban Steel Supply

Suburban Steel Supply Collateral

By implementing planned, consistent marketing initiatives based the company’s unique distinction, Suburban Steel Supply has emerged as one of the foremost steel suppliers and fabricators in the Midwest.

Challenge

When Suburban Steel Supply hired GREENCREST in September 2005, it was looking to establish a marketing program that could introduce Suburban Steel and grow market share in new and existing geographic markets. The company was smart to recognize that it needed to do something different to produce different results. It also recognized the importance of articulating its unique selling message and branding that message across all marketing fronts.

Solution

In the discovery work GREENCREST performed along with the Suburban Steel Supply team, it was easy to point to Suburban Steel’s evidence of distinction—“Transforming Steel Supply into Steel Service.” This message was reinforced in the survey GREENCREST conducted of its existing and prospective customers, uncovered in the facilitated strategic discussion GREENCREST lead with its team members and supported by the research GREENCREST did to develop the company’s comprehensive three-year marketing action plan.

Over the years, Suburban Steel Supply had quietly and successfully grown, making many of its customers unaware of the company’s actual size and complete service offering. To grow to the next level, it was necessary for Suburban Steel Supply to make a psychological shift in customer’s minds from a small, local supplier to a premiere regional player.

Suburban Steel Supply Web Site & PR

Under the direction of GREENCREST, Suburban began laying the marketing foundation upon which to build its brand, and break into new geographic and commercial markets.

Under the direction of GREENCREST, Suburban began laying the marketing foundation upon which to build its brand, and break into new geographic and commercial markets. The plan included the development of a standard company selling message, collateral to support the company’s message, customer testimonials to reinforce the message, a mail and e-postcard campaign to keep the message in front of the right audiences, and a quarterly company newsletter to enhance established relationships. These initiatives were supported with a fully-interactive Web site and aggressive media relations campaign.

Results

By implementing planned, consistent marketing initiatives based the company’s unique distinction, Suburban Steel Supply has emerged as one of the foremost steel suppliers and fabricators in the Midwest. The company has expanded its commercial and residential business in Columbus, Indianapolis, Louisville and Dayton, with additional locations on the horizon.