Strategizing growth for designers and manufacturers of building materials + products
Now more than ever, architects, designers, contractors, and installers are becoming more thoughtful when specifying products, wanting to know how the product is made, sourced, and designed, customization options, and so on. When a client comes to UpSpring, we work to identify their core business development goals, conduct a competitive analysis and audit of the available assets, take into account their internal sales and operations structure, and develop a strategy that ties back to those growth objectives. With a full suite of PR and marketing services, our team is here to complement your internal capabilities with services including media relations, paid media, social, influencer relations, website audits, email marketing with CRM integration, collateral, and sample systems. We know B2B materials and products inside and out, so whether you’re launching a collection or exhibiting at a trade show, we will focus on fueling conversions and building brand awareness.
Markets Where We Thrive
Aviation/Transportation
Civic and Cultural
Corporate Interiors
Education (K-12 and Higher Education)
Entertainment
Food and Beverage
Government
Healthcare
Hospitality
Industrial
Mixed-use
Multifamily Residential
Retail
Senior Living
Science and Technology
Shopping and Entertainment Districts
Sports and Recreation
Student Housing
Tall Buildings
Urban Design
Teknion: Movement for Workplace Happiness
Strategy | Media Relations | Influencer Relations | Events + Activations | Content Creation | Awards | Speaker Opportunities
Teknion tasked UpSpring to build a foundational story centered on the brand’s mission of enhancing employee well-being. Teknion wanted to be seen not simply as a manufacturer of commercial interiors but as a furniture designer that prioritizes people's health and empowerment. Our team put a strategy into place to leverage Teknion’s products and people, positioning the company as a leader in workplace well-being. UpSpring focused on telling the story of Teknion’s mission: to create products that fill essential human needs and behaviors through versatile and integrated furniture design. By identifying stories that explain the impact Teknion’s products have on the workplace, UpSpring garnered coverage for the brand, securing top-tier placements in business and architecture publications such as Business Insider, Design Milk, Fast Company, Forbes, Interior Design, and The New York Times.
Promenaid: First to Market
Come-To-Market Strategy | Website Audit + Reskin | Messaging Strategy | Content Creation | Email Marketing | Collateral | Social Media
Promenaid, a manufacturer of groundbreaking modular handrail systems, was at a pivotal moment as it wanted to shift gears from selling to consumers on Amazon to getting specified by architects, designers, contractors, and installers. With this shift came two challenges — as a first-to-market product in its category, specifiers weren’t searching for Promenaid’s product; second, their existing marketing was consumer-facing and out of alignment with the design industry. UpSpring had the exciting opportunity to launch a come-to-market strategy engagement to help the manufacturer understand the complex world of specification, know exactly who their targets were, and learn how to convert them into brand evangelists. With an intentional approach to developing deep personas, we performed a website audit and reskin, rebranded content and collateral, and created email marketing campaigns to convert prospects. The result expanded Promenaid’s awareness into promising sectors and grew sales without adding a single rep.
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