M S International, Inc.

Inspire a World Where Anyone Can Create a Beautiful Space

What We Did

  • Video
  • Social Media
  • Marketing Strategy
  • Email Marketing

M S International, Inc. (MSI) is a leading national distributor of flooring, wall and countertop surfaces that’s known for its quality and innovative products. MSI is committed to serving its customers with the best assortment in the market and making its products affordable and accessible. With 1,800 employees and 25+ distribution centers across the U.S. and Canada, MSI aims to “contribute to a world where anyone can afford to create a beautiful space to live, work and play.”

As a distributor of surfaces for residential and commercial installation, MSI has a variety of different audiences to whom they are speaking on any given day. MSI turned to Porchlight to help with the ongoing development of digital content, including email, video and social media.


To build and maintain the MSI audience, Porchlight manages the company’s email campaign. This includes development, distribution and analysis of content. Each month, our team sends approximately seven emails to the MSI database using Mailchimp. The content strategy and cadence are designed to inspire action with formats including swoon-worthy newsletters, trend reports, top 10 lists and product announcements.

Social Media

Social media is another channel in which MSI must engage and excel. To boost brand awareness and lead generation, Porchlight developed a paid social strategy for MSI. This includes retargeting and engagement ads through Facebook, Instagram and Pinterest. These are updated on a quarterly basis and feature a combination of image, video, and animated ads to provide the most thorough analytics and insights. All results are significantly higher than industry averages.


Video is must-have content for any brand looking to capture attention. For a company like MSI that trades in inspiration, video is both required and routine. At a pace of about one video per month, Porchlight delivers engaging, branded video content featuring trend-worthy materials in beautiful spaces. These videos are visually stimulating and produced for maximum engagement, meaning that they’re not too long, not too text-heavy and sized for sharing.

Digital Marketing

In addition to creating and distributing content for MSI, each month we deliver a thorough analysis of the content and associated metrics. We don’t believe in set-it-and-forget-it campaigns. Rather, we develop campaigns that are constantly evolving and based on routine analysis of performance. Our digital marketing reports deliver monthly data and recommendations, including high level content performance and targeted results for videos, imagery, subject lines and CTAs.


  • Email open rates and click-through rates for MSI are above average.
  • Social media results are significantly higher than industry averages.
  • Monthly analysis of content performance across digital marketing channels.
  • Monthly insights and recommendations for ongoing content development and digital marketing goals.


Once you build a great brand, the day-to-day work begins. It’s time to send that brand out into the world, to interact with the retail world, that is. Implementation is where the creativity and strategy come together to yield brand touch points. Each touch point is a branded connector between your audience and your brand. From shelf to social, the right implementation strategy and creative yield results.

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There’s a big difference between brands built well, and those built in a hurry. In this way, brand construction is like the experience of the “Three Little Pigs.” Some methods and materials hold up better than others. Great brands are built with carefully constructed positioning, identity and messaging, with brand standards operating as an owner’s manual.

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