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USG
Framing
Sales Collateral
USG's New
Business
Ventures
engaged
Torque
to help
launch
and market
USG Framing,
a newly formed
steel framing
systems
division.
The challenge
lay in
bringing
a completely
new product line to market in rapid fashion.
Zeroing
in on the
Builder
tribe,
Torque
positioned
USG Framing
as a company
that addresses
the most
acute problems
facing
builders
today:
the uncertainties
of labor,
construction
quality
and speed
to market.
We told
this story
in a brochure,
a website,
and at
several events.
To address
builder
concerns
about how
the steel
framing
system
might complicate
their construction
processes,
we developed
an instructional
booklet that
educated
builders
on the
simplicity
and value
of the
system.
Since launch, our sensitive co-development approach has allowed us to help our client engage in negotiations for several large deals, expected to bring two initial factories to capacity ahead of schedule.
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