Comprehensive Marketing Services and Implementation to Support Growth, Year Over Year

Quest Construction Products, a division of Quest Specialty Chemicals, is a leading manufacturer of protective systems and coatings for the construction industry. With established brands that have been staples of the roofing industry for over 100 years, they provide roof systems, coating solutions and pavement coatings covering hundreds of millions of square feet.

Challenge

Quest Construction Products (QCP) was a newly formed organization and had just launched their corporate identity. Made up of numerous industry leading construction coatings brands, many of which had previously been direct competitors, they needed a comprehensive brand story to introduce the QCP name and properly position products in the market. Beyond brand launch, they also needed to develop a strategic marketing plan to best communicate their value proposition and full range of coating solutions to the roofing and construction industries. With limited in-house resources, they turned to their trusted partner, CompleteSpectrum, to implement the plan.

Solution

Through workshops, presentations and meetings with our team, QCP was able to develop a clear, targeted message for their offerings to their target markets.

CompleteSpectrum partnered with them to undertake comprehensive strategic planning and development of an integrated marketing plan that would enable them to continue to grow brand equity over several years.

In addition to launching a new online web presence, our team helped develop and deliver the larger story of their solutions for their target audience.

Starting with new corporate identity marketing collateral, the team developed messaging, branding and integrated marketing collateral for their three major areas of product focus:

  • Fluid-Applied Roofing Systems
  • Sustainable Coating Solutions
  • Pavement Coatings

Partnership that Drives Results-driven Outcomes

Working with senior management, our analysis and recommendations enabled QCP to better communicate their wide array of capabilities and their leading technologies, support and performance.

Building on the successful brand launch, our ongoing relationship included implementation of QCP messaging through numerous integrated marketing initiatives. We assisted their team in planning, media buying, art development and management of annual print advertising. Additionally, we were a trusted partner throughout all other elements of their annual plan including tradeshow displays, new product launches and public relations. Having a unique, in-depth understanding and perspective on their goals enabled CompleteSpectrum to assist QCP leadership in successfully targeting their market, raising awareness and profile of their brand, and realizing a positive ROI.

Outcome/Conclusion

In addition to clearly distinguishing their offering to the market, the QCP story was clear to the financial marketplace as well. Demonstrating their clear solution offerings, value proposition and differentiation from competitors, QCP soon announced that it was acquired by GAF.

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