Dow Construction Products manufacture and supply an exceptional, high specification thermal insulation material, known as STYROFOAM. It is a product well respected throughout the construction industry and could well claim to be the leading brand name in its sector. To help maintain Dow's dominant position, The Creative Department employs a mix of communications activity. But the two main audiences to be influenced - architects and contractors - are demanding professional people, preferring demonstrable success
to promotional rhetoric.

With this in mind, we recommended the use of technical case studies as a pivotal element in the communications mix. The criteria for this were ideal. The Creative Department has a great deal of experience in compiling information about and then producing detailed, lengthy, technical articles. Our press contacts are receptive to this type of material and Dow has a seemingly endless supply of subject matter on high-profile projects. One example of a complex, newsworthy project, is the recent refurbishment of the prestigious Metropolitan Hotel in central London.

The Metropolitan, Hotel is a 10-storey building located in Mayfair's Park Lane. Dow were responsible for the 900m2 of roofing on this high specification project and in addition to the technical challenges on the job, had to contend with a host of practical difficulties. Delivery times were restricted; the roof area was practically inaccessible; the working area was shared with other trades making it extremely congested and the only goods hoist had strictly rationed usage time.

The Creative Department's role was to shadow the entire project from beginning to end, arrange for sequential photography and obtain overviews from the various parties involved. Using our contacts in the trade press, the 1500 word article was then successfully placed in a selected specialist trade journal. Subsequently, reprints were organised for distribution by Dow and the master article suitably edited for inclusion in the case study library section of the main Dow website.

Check out the case studies on the Dow website at: www.styrofoameurope.com

To enquire further about this case study please go to our enquiry form.