McPhilimy Associates creates a marketing tool for a growing client

Situation
A Chicagoland painting and wallcovering company was in the process of launching its new commercial division. While it had countless projects in the residential field, the new division had not yet built up a large portfolio in the commercial sector.  

Solution
To reach the new division's core clients (primarily building and project managers), McPhilimy Associates suggested pitching a bylined article to industry publications. Working with the new division's leading project manager, McPhilimy Associates researched and wrote a feature-length article on wallcovering.

After pitching the article to Construction Specifier, a leading publication targeted at individuals such as architects, designers and project managers, McPhilimy Associates coordinated the piece's publication, staying in close contact both with its client and the editors at Construction Specifier. Ultimately, McPhilimy Associates increased the new division's name recognition during its launch.

Results
Bylined articles are powerful PR tools because they:

• Establish brand recognition by placing key names in front of target markets. 

• Increase an organization's stature by positioning its leaders as experts. 

• May be reprinted and distributed with a company's information kit as a third-party endorsement, providing valuable recognition by a magazine's editorial approval..

The Construction Specifier article became a terrific tool for the new division, adding a valuable piece to the new division's presentation kits while exposing the service to an audience of more than 72,000 readers and potential clients. Furthermore, McPhilimy Associates built a strong relationship with the head editor at Construction Specifier, who looks forward to finding other opportunities to work with McPhilimy Associates' clients in the future.