The Fabcon Means Business print and digital campaign was created for our client, Fabcon Precast. Fabcon’s wall panels are widely used in commercial and industrial construction projects. This particular campaign is aimed at C-level executives charged with the steering and growth of their organizations as well as the architects and general contractors that influence the executives. Rather than showing yet another picture of a building (all too overused in our client’s category) Ostrom Creative took the less traveled path of focusing the reader’s attention on an easily understood and somewhat unexpected image to create interest and direct them to a series of online case studies about business growth and physical expansion.
Print ads were executed in national, regional and local business magazines and building trades publications. Digitally, the ad were posted in the online business and finance sections of newspapers and in sponsorship positions of industry and select association newsletters.
The gestation period on a commercial project can be two years or more. Keeping top of mind is an ongoing affair. As such, we built our campaign to include a series of case study stories to keep the content fresh and compelling. In an industry where a prospect can lead to a multi-million-dollar project, patience is a virtue, persistence is a must and content is king.
Fabcon Means Business
Category
Advertising > Advertising-Mixed Media
Description
Ostrom Creative
Excelsior, Minnesota
https://www.ostromcreative.com
https://thinkfabcon.com/stories/
Winner Status
- Award of Excellence