KNAUF WEBLOK™ ICF
Knauf is a multi-national company, headquartered in Germany, and is a leading U.S. manufacturer of thermal and acoustical fiber glass insulations for residential, commercial, industrial, marine, original equipment manufacturer and metal building applications.
The company also owns a subsidiary, Knauf USA Polystyrene located in Lebanon, Ohio. In its 90,000 square foot, state-of-the-art facility they produce expanded polystyrene products for commercial buildings, insulation, architectural forms, geofoam, custom shapes and packaging.
In February 2006 Liaison Marketing Communications was asked by Knauf USA Polystyrene to develop a marketing program for a new insulating concrete form system. The product launch date was the first week of May to coincide with a two day Kentucky Derby event at Churchill Downs.
In the ensuing 9 weeks, Liaison developed a marketing plan for the launch through 2006, named the product, WebLok™, designed the product logo, created a sales brochure, created an introductory video, created a WebLok website, and produced a number of materials in support of the event.
Over 150 architects, engineers, and contractors attended the event. The launch was a great success with a number of drawings immediately uploaded to Knauf via the new website for cost estimates.
