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Allsteel
Contemporary Office Furniture
Based in Muscatine, Iowa, Allsteel is the second largest office
furniture manufacturer in North America. Since its inception in
1912, its name has been synonymous with leadership and innovation.
However, in 2003, the company approached Robert Falls & Co.
with the challenge of increasing its unaided brand awareness across
a broader array of target audiences and user groups.
Working in tandem with Allsteel’s advertising agency, Robert
Falls & Co. helped Allsteel successfully launch a series of
innovative, highly functional products in 2004. Through a media
relations campaign directed at both the mass consumer (end user)
audience, as well as the highly targeted design and architectural
community, media placements for Allsteel’s new products were
up 64% from the previous year’s results.
Intricately designed event materials, including invitations and
media kits, not only attracted media representatives and positive
publicity, but also communicated Allsteel’s image of high design
and quality. At the company’s premier trade show, NeoCon, the
agency coordinated an unprecedented number of editors to Allsteel’s
booth. These editors have since written about Allsteel’s new
products, and in some cases, have toured Allsteels’s facilities
for background information on articles that support Allsteel’s
leadership position in the arena of innovation.
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