June 13, 2003

Sire partners with MSI, Inc.

Selinsgrove—A modular home manufacturer providing 15 Mid-Atlantic states with some of America's finest custom homes, MSI, Inc. is a company based on craftsmanship, experience, accessibility, and cost-effective construction. To successfully convey MSI's true level of expertise and generate new opportunity in both existing sales territories and new markets, Sire Advertising began work on an MSI marketing strategy and image revamp in early 2003, an effort which has garnered exceptional MSI dealer response and produced a measured increase in MSI visibility.

After determining an appropriate image direction and finalizing a year-long media strategy, Sire began work on a new MSI logo, a project designed to give MSI both a fresh look and an image tool which could be easily transferred across a number of mediums. Once the MSI logo was finalized, Sire next began production on a five-brochure package based on MSI's five main home divisions. Now MSI's main in-the-field sales tool, the new MSI brochure package gives each division its own identity while retaining a consistent company-wide look and feel.

According to Josh Kerstetter, MSI's regional sales manager, the impact of MSI's new marketing materials is already being felt. "MSI has always had a good product, and we knew we had a good product. What we didn't have, however, were the printed resources to back it up. Unfortunately, the level of professionalism we conveyed in our marketing was nowhere near the level of professionalism we delivered in our homes. Now, with these new brochures readily available to our entire sales force, we can finally show our product in its true light."

Kerstetter adds that customer response has been outstanding since the initiation of the new MSI brochure package. "In the short period of time since we've had our new brochures out in the field, feedback from our homebuilder network has been excellent. People can now easily reference our home illustrations, floorplans, and design features, items we always had at our disposal but were unable to present in a clear, cohesive fashion."

In addition to MSI's new logo and brochure package, Sire Advertising has been commissioned to begin work on a print and direct-mail campaign slated for launch in September of this year.