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Challenge

The trend of “continuous insulation” (CI), or insulation that covers the entire wall surface area of a building, is quickly becoming the energy efficiency standard in the construction world. JM AP™ Foil-Faced Foam Sheathing is JM’s answer to this trend. Recognizing that JM AP Foil directly competes with two existing categories of insulation, and that the construction industry lacked an authoritative resource on the topic, JM sought to educate influencers about the importance of CI and the benefits of choosing JM AP Foil.

Solution

Linhart PR set out to write and submit a bylined article to help alleviate confusion surrounding CI and inform professionals of product considerations for common applications. Linhart PR researched a targeted list of trade publications in Canada — publications directly reaching decision-makers in the commercial construction space — and identified Construction Canada magazine as one of the most influential. After securing interest, Linhart PR then pulled information collected from interviews, research and previous articles to develop an influential 2,500-word bylined article that served the needs of the publication’s audience while positioning polyiso foam sheathing as a superior option for many applications.

Results

The 8-page article, “The Devil is in the Details: Maximizing Continuous Insulation in Commercial Construction” was featured in Construction Canada’s April 2013 edition, reaching an estimated audience of more than 12,000 professionals – the article was also prominently featured on the Construction Canada blog.

In addition to media coverage, Linhart PR recommended opportunities to extend the article’s value by directly distributing it to current and prospective customers, at key trade shows—including the International Builders Show and Pacific Coast Builders Show—and to employees globally as a go-to resource for educating employees on the topic of continuous insulation. Linhart PR also repurposed the article to create an educational video for one of JM’s most valued customers, a nationwide home improvement retailer

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