Communicate Ryerson’s unique ability
to solve customer business problems through
its unmatched material, processing and value
added service capabilities.
Communication Strategy:
Position Ryerson as “Your
strongest partner”.
Utilize participant sports as
a metaphor for business challenges.
Utilize an artist with a distinctive
style to illustrate the campaign.
Tactics:
Full page and spread ads in
PURCHASING, INDUSTRY WEEK and THE FABRICATOR
Results:
Over a three year period ads consistently
were among the highest scoring in Readership
Studies conducted by PURCHASING Magazine.
Results included:
Best Read Ad in Issue
Top Ten Ads in Issue
Best Read Service Center
Ad
Consistently High “Remember
Seeing” Score
Consistently High “Remember
Reading” Score
Campaign and Individual Ads awarded Silver
Triangle Awards from Steel Service Center
Institute
