American Seating



  • American Seating is one of the oldest commercial seating manufacturers in the U.S.
  • The company was primarily known for its reliable “fixed” seating products in the education market
  • The company was introducing the Us Chair – a new family of “loose” seating products intended for use in other markets beyond education


  • Awareness – To raise awareness of the new Us chair with designers and architects in new vertical markets outside of education
  • Positioning– To “reposition” American Seating as a company with stylish, well-designed products
  • Messaging – To reinforce the message that American Seating offers both fixed and loose seating solutions



  • Leveraged the chair’s designers – Jeff Weber and colorist Laura Guido Clark– by creating a Fact Sheet, Q&A and assistance with interview video
  • Piqued key media’s interest in the chair by sending photography and media materials in advance of the industry’s biggest trade show, NeoCon
  • Scheduled media appointments with editors during NeoCon to meet with Weber, Guido-Clark and company president
  • Applied content from NeoCon press kit (photography, etc.) to collateral pieces, award submissions, a microsite and customer newsletters
  • Developed Talking Points and message training for executives and sale reps to ensure consistent brand messaging during NeoCon


  • Buzz – Generated onsite social media buzz for company during NeoCon
  • Awards – Received awards with Metropolis, Interior Design and GOOD DESIGN
  • Exposure – Secured media coverage in virtually every major design magazine, including a cover profile and feature story in Architectural Products
  • Sales – Helped increase sales requests and orders
  • Brand – Brand now viewed as more contemporary and diverse with well-designed products in several markets


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5-Step Strategic Plan Process

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