Boise Cascade Engineered Wood Products

A Revolution in I-Joists.

Challenge:

In years past, Boise Cascade Engineered Wood Products had marketed their I-joists as being a superior product. Yet, in the real world, builders pretty much viewed them as a commodity, with no manufacturer having claim to product superiority.

Solution:

We repositioned Boise Cascade as the company that supports the builder and focused our message on customer service, which research showed to be of primary importance to builders and contractors. We introduced Boise Cascade’s superior customer service as “A Revolution in I-Joists” in national builder trade magazines.

Results:

This award-winning series of ads distinguished Boise Cascade Engineered Wood Products from other manufacturers by positioning them as the company that stands behind its promises. Ads were based on true stories drawn from all corners of the country. Boise’s distributors loved being front and center in the ads, which reinforced customer loyalty. The ad campaign was later developed into a full-blown marketing campaign, with Boise Cascade customers across the country vying to submit stories for future ads. The “segmented layout” emphasized how the product was used, while the green background became synonymous with the Boise Cascade brand.