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Ailment

Dennis Rude founded Cathedral Stone Products because he knew there was a better way to restore and preserve masonry structures. Through his years of training in Europe, restoring centuries-old buildings, Dennis was on a mission to find the best methods for restoring and preserving masonry in North America—methods that would result in longer-term efficacy, higher cost savings, and fewer ongoing problems for building owners. Today, Cathedral Stone is a flourishing company that offers lab-tested, environmentally safe preservation and restoration products that stand the test of time and the elements. However, due to a 20-year concentrated focus in manufacturing and distributing these products, Cathedral Stone’s PR and marketing efforts had taken a back seat.

Prescription

1. Implement an integrated marketing program to rebrand Cathedral Stone in a way that instantly captures the attention of target trade audiences. Underscore the environmentally safe, lab-tested, time-tested, and innovative nature of Cathedral Stone’s restoration and preservation products through consistent messaging, a uniform look/feel, and ongoing storytelling.
2. Leverage trade press relations and placements to gain share of mind among building owners, architects, preservationists, and other target audiences who are frequently influenced by third-party endorsements when deciding which materials to specify for a project. This includes publicly positioning Cathedral Stone’s key staff members (who are integral to educating and “value-selling” target audiences) as credible sources for media interviews and as subject-matter experts for writing hot-topic articles.

Cathedral Stone selected Vitamin as its PR/marketing firm of record in 2007. Shortly thereafter, founder and CEO of Cathedral Stone, Dennis Rude, stated, "Vitamin was immediately set apart from the other firms we were considering. There was instant chemistry between our teams and we were really impressed by Vitamin’s track record in driving revenues for companies like ours, which operate in the architecture, engineering and construction industries. We are confident in our relationship and excited to be working with such a rock-solid group."

Cure

Vitamin constructed a strategic plan to build Cathedral Stone’s PR/marketing structure brick by brick. The highly targeted and integrated plan is in the early stages of implementation and is scheduled for rollout to the trade and to the mid-Atlantic in 2008.

Vitamin has developed and integrated completely new messaging for Cathedral Stone, including: a mission statement, tagline and value proposition, as well as new web content, case studies, and sales materials that allow target audiences to instantly understand the company’s brand, core difference and products.

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