Building Awareness Through Messaging, Design and Communications: StoEnergy Guard™ Integrated Campaign
CLIENT
Sto®, the innovative world leader in cladding, coating, and restoration systems. Headquartered in Atlanta, Sto Corp., produces a broad range of versatile cladding and coating systems for building construction, maintenance and restoration.
SITUATION
As building codes continue to evolve, Sto works to develop products that meet the changing needs of the industry. One product designed to meet these needs is Sto’s new StoEnergy Guard™, an advanced cavity wall system. To introduce product, Function: worked with Sto to create a comprehensive product launch. Function: sat in on concept meetings in order to gain a better understanding of the product. And, using their extensive industry knowledge, Function: worked with Sto on everything from branding and messaging to trade show exhibits, sales presentations and training.
The primary message Sto wanted to get across was “PROTECT” – to show its audience how StoEnergy Guard could add an extra layer of protection to a building. To raise awareness, Function: integrated the message of protection into each phase of the campaign. Because the product was different from many of the Sto offerings that customers knew and trusted, messaging was focused on not only educating the audience on building codes and how the new system could meet those, but also the importance of protection and how Sto’s products continue meet those needs. Function: designed an AIA booth demonstrating examples of the product and its benefits. To ensure the product messaging was saturated through all segments, Function: and Sto also developed PowerPoint presentations and graphics to educate the Sto sales force and the company’s audience about the importance of exterior and interior cladding protection, and the specifics of the new product as an extension of the Sto platform.
RESULTS
Function: created a successful product launch that revolved around a hierarchy of messaging, focused on distributing the message through all phases of the product launch. Through naming, branding, trade show displays and sales training, Function: worked with Sto to make their new StoEnergy Guard an important part of the company platform.
