September 1, 2011
Quanex EPG Receives 2011 Crystal Achievement award for Most Innovative Marketing Program
In the fall of 2010, Quanex launched its Project Nexus initiative and new corporate branding to window and door manufacturers at the GlassBuild America show in Las Vegas, Nevada. In January of 2011 it carried the overarching brand message to builders and remodelers at the International Builder's Show in Orlando, Florida.
Project Nexus represents the company's new approach to serving North American residential building products markets. The program and branding both serve to unify Quanex's Engineered Products Group (EPG) family of businesses connecting Quanex's three EPG businesses: Homeshield Fenestration Components, Mikron Industries and Truseal Technologies. Until the launch at GlassBuild, the three businesses operated independently with much success. The goal of the Project Nexus launch was to launch the Quanex brand through marketing programs that work to unify and tap into the collaborative potential of EPG's sales, marketing and engineering teams.
Innovative or Unique Elements:
The Project Nexus launch aligns directly with Quanex's mission of becoming the leading manufacturer of fenestration systems and components, recognized for energy efficiency and leading edge product and process technology. The following goals and strategies were put in place around the GlassBuild launch.
Formally introduce Quanex to the window and door industry. Strategy: Exhibit with a large presence at the show and drive high-opportunity prospects to the booth through a wide variety of targeted promotions.
Engage visitors while they are at the booth. Strategy: Train and prepare the sales force so they are ready to greet visitors and share company messaging. Create a casual atmosphere by serving refreshments and providing entertainment and prizes.
Educate the industry about future initiatives for energy efficiency and windows, and present Quanex as an energy-efficiency design expert. Strategy: Highlight energy-efficiency initiatives through informative booth graphics and host a meet-and-greet networking reception featuring a speaker who will discuss the U.S. Department of Energy's R-5 Windows Volume Purchase Program and other topics.
Emphasize cross-selling of products and services between companies. Strategy: Highlight the integrated systems approach at the booth through graphics and messaging, showcase innovative product technologies that deliver superior performance, and share benefits of receiving streamlined vendor support.
Demonstrate capabilities and support for regional customers. Strategy: Emphasize how Quanex represents a family of innovative brands capable of making a significant impact in the window and door industry. Show how the Quanex family of brands, components and systems help manufacturers design windows and doors with greater efficiency, durability and greater appeal across all markets.
Quanex supporting its overarching Nexus launch brand message and integrated systems approach via the following marketing activities: (attached with application)
- MeetQuanex.com Website
- Direct mailers (print and e-mail)
- VIP program promotions
- Advertising campaign (print and online)
- Brochure updates and upgrades
- GlassBuild America booth
- GlassBuild booth video
- GlassBuild reception
- GlassBuild Window & Door Dealers Forum sponsorship
- GlassBuild convention bag sponsorship
- GlassBuild America press releases
- International Builder's Show booth
- International Builder Show booth giveaways
- International Builder's Show press release
- Media meetings
- Industry awards