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Case Study
Challenge:
In years past, Boise Cascade had marketed their I-joists as being a superior product. Yet, in the real world, builders pretty much viewed them as a commodity, with no manufacturer owning claim to product superiority.
Solution:
We repositioned Boise Cascade as the company that supports the builder and focused our message on customer service, which research showed to be of primary importance to builders and contractors. We introduced Boise Cascade's superior customer service as "A Revolution in I-Joists" in national builder trade magazines.
Results:
This award-winning series of ads distinguished Boise Cascade from other manufacturers by positioning them as the company that stands behind its promises. Ads were based on true stories drawn from all corners of the country. Boise's distributors loved being front and center in the ads, which reinforced customer loyalty. The ad campaign was later developed into a full-blown marketing campaign, with Boise Cascade customers across the country vying to submit stories for future ads. The "segmented layout"
emphasized how the product was used, while the green background became
synonymous with the Boise Cascade brand.
For more information, please contact me.
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 |  |  |  |  |  |  |  |  |  |  | | | I have a good deal of experience in the building products category. My list of former clients includes Jeld-Wen, Milgard Windows, World Class Floors, Stimson Lumber Company, and the Western Wood Products Association.
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