INDIANA LIMESTONE COMPANY

Project Description

Indiana Limestone Company (ILCO) is the largest quarrier of dimensional limestone in the world. Located in Southern Indiana, the company is known for supplying the materials for iconic buildings, including the Empire State Building and the Pentagon. ILCO wanted to reposition themselves as a building products company and a leading competitor to cast stone as the go-to material for architects.

Challenge

Cast stone competitors had gradually saturated the market for decades and Indiana Limestone Company needed to rebuild their reputation as a premier building materials organization. Part of the strategy was to reposition themselves in the minds of architects as the go-to material to spec in their projects.

Solution

Based on the marketing analysis the following was recommended and implemented:

• Rebrand
  
• New brand architecture model
  
• Developed personas and messaging for 3 different target audiences
  
• Website strategy and design
  
• Overhauled ILCO’s limestone sample system to make it more cost-effective
  
• Multi-channel strategy directed to architects and landscape architects in four major North American cities, Toronto, Boston New York City and San Francisco
  

Results

• The initial goal was to get engagement from 160 architects from the first round of the campaign toward architects. It was not only met, but exceeded—175 architects became qualified leads for Indiana Limestone.
  
• The campaign was so successful that new campaigns were run in other cities at the start of 2017
  
• Beat the goal by 4.3% for architect conversion and spent only 52% of their budget