September 18, 2009

Re-branding a rock solid reputation

When PlyGem acquired United Stone Veneer, Sire developed
a strategic re-branding campaign that included a new identity
and sales collateral.

MIDDLEBURG, Pa. – When United Stone Veneer was acquired by PlyGem, the organization turned to Sire Advertising to re-brand the company. The re-branding effort included redesigning the company’s identity and sales collateral materials as well as communicating the manufacturer’s new direction to internal constituents and regional and national distributors.

The re-branding process started with a new identity that incorporated both names to leverage the brand equity in each company. Sire’s recommendation was United Stone Veneer by PlyGem, which was the solution that was put into motion.

As part of the strategic marketing plan, Sire developed a comprehensive sales product binder that United Stone Veneer makes available to the organization’s dealer network. The sales tool includes a literature kit ranging from a 32-page Design Guide that effectively captures the beauty and versatility of the company’s veneer products to an educational, step-by-step Installation Guide. The sales binder includes support materials that help guide sales representatives and customers from product selection to care and maintenance after installation.

Many of the binder components were strategically designed as part of the literature program to serve as standalones or leave-behinds, such as the Warranty, Packaging & Shipping, and FAQ sheets. To help illustrate the range of United Stone Veneer and Ply Gem’s family of products, Sire developed new light-weight Sample Boards for sales associates to use in-store or when on the road.

Sire also developed a sales PowerPoint presentation as well as a public relations strategy that was utilized by company leadership to introduce the new merger to key constituents. In addition, Sire updated the company’s Web site, unitedstoneveneer.com, to include the new product offerings and information related to the new PlyGem partnership.

Sire Advertising specializes in results-driven marketing communications programs for national and regional companies. Sire’s strategic approach to marketing integrates traditional, Web, and new media solutions. The agency has won more than 90 national and international design awards in nearly seven years. For additional information, please contact info@sireadvertising.com or call (570) 743-3900.