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American Iron and Steel Institute

Schuler Homes

Trade Media Placement
As a part of an ongoing market-development program, the American Iron and Steel Institute wanted to promote the use of light-gauge, cold-formed steel framing in residential building applications.

Position: This market offered a key growth opportunity. AISI's goal was to communicate the unique benefits of building with steel to residential developers, architects, engineers and homeowners.  The Placemaking Group worked closely with Schuler Homes, a Hawaii and Northern California-based developer known for its use of steel framing, to produce a case study that showcased the unique benefits and challenges of steel framing in the residential market.

Communicate: Editors and reporters were targeted and contacted to discuss the situation and various story angles of interest to their audience.

Inspire: The case study was a major success.  Placements included:

• Two San Francisco-area newspapers
• East Bay Business Times
• Builder & Developer, a well-read West Coast building publication (reprinted and distributed nationwide by AISI)
• A Bay Area television station, with a segment on steel framing.

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