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McGraw Hill Construction
THINK
- Execution of an internal sales audit among key staff members (including architectural consultants)
- Conduction of qualitative research among both building-product manufacturers and end users
- Compilation and analysis of secondary and industry research
PLAN
- Creation of a communication platform evolving Sweets from "the big green books" and a necessary evil to a progressive industry leader that increases transactions for manufacturers and simplifies the construction process for end users
ACT
- Development of "Any format. Any time. Anywhere." tagline, reinforcing Sweets' digital presence
- Development of a two-tiered advertising campaign and direct mail program targeted to building product manufacturers and end users promoting the sweets.com Web site
- Development of a communication program around the Sweets Marketplace Awards - an annual program recognizing manufacturers for innovative and effective Sweets program (both print and digital)
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