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