New Product Launches:

Calstar Products (www.calstarproducts.com) is launching a revolutionary "fly-ash brick" that will compete with clay brick, but has a much lower embodied energy and environmental footprint. We have supported all aspects of their marketing effort from positioning and product definition to technical literature and publicity. Our efforts were integral to their successful campaign to secure Round C venture capital financing. Their factory is just coming on line and we have been asked to continue our role during the roll-out.

We began working with Lythic Solutions, Inc. (www.Lythic.com) two years ago when the inventors of a new concrete surfacing technology were still conducting due diligence. Neophytes to the building product industry, we shepherded them through all stages of start-up, branding, message development, distribution strategy, and launch. Within six months from a standstill, we secured them major exposure in trade publications and invitations to speak at major industry conferences, coast to coast representation, website and product literature, and advertising. Today, at Construct, they spoke to a near-capacity audience. We are now helping them launch the second product in their line.

We have been consultants to Ceilings Plus (www.ceilingsplus.com) for over a decade, responsible for all their marketing communications. They are currently launching a new acoustical ceiling system that offers customers the chance to use "tessellated" ceilings with panels of almost any size and shape. In support of the launch, we have prepared a groundbreaking "Idea Box" to help designers understand the architectural potential of the shapes that are now possible, created a major new ad campaign that will break next month, developed concepts for their tradeshow participation, secured feature stories about the product in two major publications, developed continuing education programs, and secured speaking opportunities both at Construct this week and at next month's Neocon event at the Chicago Merchandise Mart.