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CASE STUDY     › New Audiences › Continuing Message › Redefining Image › Generating Results 15 qualified project leads over the first four months, with each lead representing a multi-million dollar project: The Precast/Prestressed Concrete Institute (PCI) reaches new audiences and elevates brand image by means of ARENDS award-winning print ads and websites.   New Audiences With one simple “What if” question, ARENDS changed perceptions of precast concrete. PCI reached out to architects for the first time by running spread ads in the major architectural trade publications, helping re-brand their product image from rigidly restrictive to ingeniously capable of great design. Each print ad provided a snapshot of a case study illustrating precast’s flexibility and directed architects to an online landing page for additional information. The ad generated a January Q-Score (correlation between readers recollection of ad and its product) of 220—two times better than the average of all other ads.   Continuing Message Changing how architects thought of precast concrete was not enough, they had to act on it differently as well. Continuing the message from print to web, PCI strengthened newfound faith in precast with an “idea page” demonstrating its many uses. Together, interest generated from the ad and website spurred 200 architectural firms to sign up for lunch-and-learn seminars where PCI could support the benefits of precast concrete in new structures and influence construction in its earliest phases.     Redefining Image PCI sought to do more than change the brand image of precast concrete, they wanted to become the complete source for all precast information and ARENDS helped them do just that. A second ad placed in Building Design & Construction magazine helped PCI extend their vision to engineers, demonstrating the collaborative and customizable properties of precast from structural concept to finish. The landing page linked to the ad generated nearly 3,200 page views between March and June 11.   Generating Results Generating leads for PCI was not an objective of ARENDS but the ads and their supporting microsites proved influential. The placements in Architectural Products and Building Design & Construction magazines yielded over 200 leads—not to mention those drawn from the web. Over the first four months 52 leads were generated from the microsites, of which 15 represented multi-million dollar developments seeking “Immediate support on a current project.”     ……………………………………………………………………………………………………………     Other case studies: ›  Viral branding campaign draws attention and awards. Siemens turns heads with help of ARENDS-produced online mystery promotion filled with video, intrigue and rewards.   > see the work ... ›  Revenue up 130% – customer base grows by 200%: ExpressYard, is now a leading producer of software for managing railroad car maintenance operations, thanks to a collaboration with the ARENDS branding and communication team.   > see the work ... ›  8% gain in market share: Within 10 months after ARENDS re-brands Systech's fleet management software, more than 4,000 trucks are converted.   > see the work....     ›  17% sales growth in the first year: Knowles Acoustics enlists ARENDS to introduce its first-to-market surface-mount electronic components to OEM design engineers in Asia, Europe and the US.    > see the work....    ›  First year sales exceed 200,000 units; within 3 years, the brand moves from last to first in the category: Advance, North America's leading producer of ballasts for the lighting industry, partners with ARENDS to name and brand a new ballast family for compact fluorescent lamps. > see the work ...      ›  8,000 contractors participate in the first four months:  Tyco Electrical & Metal Products asks ARENDS to elevate its Allied brand of conduit above commodity status.  An innovative merchandising display moves the product from the warehouse to the showroom.   > see the work....

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