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“Blueprint Brand Strategies has helped us understand what keeps customers loyal to Plasti-Fab and help protect that. It has been a valuable benchmark for a variety of business decisions and has kept the team focused on what makes us meaningful and unique to our customers.”
– Bruce Carruthers, President and General Manager Plasti-Fab
Plasti-Fab, a manufacturer of expanded polystyrene (EPS) construction materials, has been a client of Blueprint’s since 2000. Our relationship began when Plasti-Fab identified an opportunity to increase sales for its products through big box retailers. At the time, Plasti-Fab was primarily a business-to-business marketer. It needed an approach to identify opportunities in big box stores specifically, but also in its other customer segments.
Blueprint conducted interviews with do-it-yourselfers in Home Depot stores to understand perceptions of its corporate and product brands. A variety of customers across the country were also interviewed and the results between the consumer and business segments compared. Due to its strong personal relationships and history in the Canadian EPS market, Plasti-Fab is a powerful corporate brand. The brand architecture was developed to leverage this equity. Presentations were made to its national sales force to explain the approach and communications materials were updated to reflect the new key messages. Greater investment was required to match the awareness of the brand with the consumer audience, so Plasti-Fab developed a promotions and merchandising program specifically for the retail channel. The result has been increased sales year over year. Since the development of the Brand Blueprint, we have worked with Plasti-Fab on a variety of other marketing initiatives:
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