BLD Marketing

Please describe your company and your position there.

CENTRIA provides Metal Cladding and Roofing products for the Commercial, Industrial and Architectural building markets. I was the leader of Product Management for CENTRIA.

For what projects/services did your company hire BLD Marketing?

The CENTRIA brand needed to be reinvigorated with the help of an industry knowledgeable and focused strategic marketing communications partner.

What were your goals for this project?

It was critical that we find a strategy focused marketing partner that had years of experience in the building materials market with major brands.

How did you select BLD Marketing?

They started by reviewing all of our market research and conducted some small research efforts on their own to create a strategic road map for the CENTRIA brand over the next 3 years. They worked closely with our Director of Strategy as well as our VP of Marketing, Myself, and the Communications In-House team.

The major focus was a brand repositioning and they used the most premium cladding product as the foundation for the repositioning. BLD Marketing was selected as the marketing partner because they checked all the key boxes, years of experience with majors brands in building products, strategic approach to sales and marketing, and their vast capabilities in all the integrated marketing communications methods and tactics.

Describe the scope of their work in detail.

They created a strategic document that outlined all the key initiatives, tactics, and budgets to execute the 3-year road map marketing plan. This included Advertising, PR, Digital Marketing, Website Development, marketing collateral, and sales presentations.

What was the team composition?

They had a strategic account manager who leads the execution efforts and they were supported by a junior person as well as the leaders of the key areas of creative and digital.

Can you share any outcomes from the project that demonstrate progress or success?

I am not working for CENTRIA anymore but they are still working with the CENTRIA brand team and helping them with the brand building efforts.

How effective was the workflow between your team and theirs?

BLD Marketing was very thorough in their ability to flow the work and report on the efforts weekly. They were also very receptive to strategic discussions and product strategy issues and concerns along the the path to making the best outcomes possible.

What did you find most impressive about this company?

They have people that have not only worked on the agency side but also they have worked on major brands on the client side so they really understand how important it is to have a clear strategy and ensure that the actions and tactics link back to the brand strategy.

They also have extensive experience in the building materials industry so they "get it" really fast and help create alignment with Sales/Marketing and Upper Management in pursuit of meeting customer needs. They are partners that become part of the team.

Are there any areas for improvement?

After they were hired we had two VP of Marketing changes and they have been able to persevere through those changes. I have no suggestions for improvement.