Case Study

The Situation: When housing starts began to decline in 2006 and builders began to make deep cuts to their budgets, FrameMax saw the opportunity to reintroduce the cost-saving benefits of its light gauge steel framed housing technology.

The Strategy

Phase Two Communications created a PR campaign to create awareness within the trade press for the benefits of light-gauge steel over wood. Story positioning leveraged the technology innovations of FrameMax CEO and the various building solutions he created to get coverage in the San Diego Business Journal, The North County Times, Multi-Housing News, Multi-Housing Executive, Builder Architect Magazine and Metal Architecture, among others. These news stories generated awareness of the company’s services and led to inquiries and multi-million dollar projects.