M S International, Inc.

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M S International, Inc.


Developing content to inspire a world where anyone can create a beautiful space to live, work, and play.

M S International, Inc. (MSI) is a leading national distributor of flooring, wall, and countertop surfaces, known for its quality and innovative products. MSI is committed to serving its customers with the best assortment in the market and to 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 process of content development. This includes ongoing development of trend videos for MSI’s website and social media channels. In addition, Porchlight oversees the design and build of 4-9 emails each month, which includes copywriting, editing, scheduling, list management and deployment in Mailchimp. Our digital team also conducts ongoing analysis of campaign metrics, providing strategic recommendations and feedback.

From videos to email design, campaign management and social media, Porchlight has worked closely with MSI to develop a voice that is authentic and content that is engaging. As their audience grows, we are pleased to be part of MSI’s team and helping to reach their goals.

Simple yet stunning! Statuary Classique Quartz is elegant, durable, and requires virtually no maintenance.
Do you prefer dark and dreamy or soft and sociable? We’ve got grays for days. Find your perfect match.
Let there be light! Glass tile offers brilliance and dimension. Available in a wide range of colors shapes, sizes and styles.
New! Asturia tiles now come in a polished finish. These marble-look tiles feature rich, warm veining in 3 distinct variations.
Our Quartz countertops come in a wide range of patterns, including realistic marble-looks, modern concrete-looks, and nature inspired looks.
Check out this gorgeous bar area. We love how the Kenzzi Paloma Porcelain Tile takes this outdoor oasis to a whole new level!
Are your kitchen countertops giving you the blahs? Spend a little Q-time with MSI’s virtual kitchen designer to experiment with the latest quartz.
Rockmount stacked stone ledger panels are perfect for any accent wall, fireplace, or backsplash.

BEHIND THE SCENES/

CREATIVE CONCEPTS

OUR WORK

Knotwood

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KNOTWOOD


FULL-SERVICE CREATIVE SOLUTIONS FOR A MARKET-LEADING BUILDING MATERIALS MANUFACTURER

When we talk about working with a wide range of clients, Knotwood provides a great opportunity to go deeper into what we mean by that. As a market leader of wood-alternative building materials, Knotwood has an established brand and a creative team to support it. It’s these otherwise self-sufficient clients that account for some of our largest volumes of work. Often, Porchlight provides a fresh creative approach or a particular service that internal teams need. Other times, we are brought on to take a project, one that an internal team has started, and we run with it. Such was the case with Knotwood.

In 2018, Knotwood joined Omnimax International, a global manufacturer of building products and an existing client of Porchlight. With the transition, the Knotwood identity and nomenclature came into question. Porchlight was brought on to run with and alongside what their own efforts had produced. In the end, the best decision was to keep their existing brand intact. This was a decision we recommended and supported wholeheartedly. After all, good decisions – creative and business decisions alike – are rooted in strategy, and strategy is our inspiration.

Following this identity consultation and exploration, Porchlight became a trusted resource for Knotwood. Porchlight was engaged to provide strategy and artwork for a wide range of projects, from social media and advertising to 3D renderings to support of retail line reviews.

OUR WORK

STOK Grills

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GETTING FIRED UP ABOUT SOCIAL MEDIA


CAMPAIGN STRATEGY AND EXECUTION FOR STŌK GRILLS

One of the feathers in Porchlight’s social media cap, STŌK campaigns encompass all facets of digital marketing. Through a close partnership with the client, we create campaigns focused on driving product sales and increasing website traffic and engagements.

Successful execution requires monitoring and responding on all social channels and scheduling posts for optimal days and times on each channel, as well as seeking brand mentions via hashtag searches and other social listening. Everything from budgeting to scheduling to monthly reporting is analyzed to ensure that the campaign flows as smoothly as possible.

In addition to the everyday duties, we’ve also invested into ad buying and boosting, and developing an annual content calendar with original copy and images. We even partnered with Kingsford charcoal for one of their contests!

Marketing Calendar
Google Adwords
Social Media Monitoring
Social Media Advertising

THE RESULT


We successfully launched multiple STŌK social media campaigns with continued optimization efforts for increased customer engagement and growth.

OUR WORK

Wela

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CREATING A CONNECTION FROM THE GROUND UP


BRAND CREATION AND MARKETING STRATEGY DEVELOPMENT FOR WELA

Capital Investment Advisors (CIA) is a fee-only financial advisory and portfolio management firm based in Atlanta, GA. CIA created a new company for investors who seek top-level investment guidance but don’t meet the high minimum investment required by many firms. As a long-standing partner of CIA, we were thrilled when the firm asked us to brand their new company – and later, develop their marketing strategy.

To kick off the branding process, we began brainstorming several company names, which included a high-level trademark search. After presenting our recommended names, CIA decided on “Wela,” Old English for “wealth.” Once they had a solid name, Wela needed a logo to match. Our team came up with five black-and-white logo concepts – but one stood out among the rest. The chosen design exhibited just the right level of sophistication. We also developed a stationary package in blue, gray and white for the logo and company.

When Wela expanded their services to include a digital advisor, they approached us yet again. We were challenged to create a website for their free tool, which lets people access their current portfolio, develop an investment strategy, and connect with an advisor. With its friendly, responsive design – Wela’s site spoke to young investors looking to start their financial journey.

To draw traffic to their new site, we developed a digital advertising campaign, leveraging social media, re-targeting and search engine marketing. The campaign featured startling facts that pulled the user in; once they reached the landing page, they were presented with ways in which Wela could help them avoid becoming a statistic of their own. A subtle pairing of popular luxury items with Wela’s own color palette added to the allure.

Our strategy needed to further entice site visitors to sign up for a free Wela account, so we set up a drip campaign through Infusionsoft – a small business CRM. We created and sent e-mails to all users who requested more info on Wela’s financial tools. We then pulled weekly reports to compare acquisition rates from e-mail to e-mail.

Porchlight-Wela-Logo

BEHIND THE SCENES/

CREATIVE CONCEPTS

THE RESULT


From brand inception to marketing execution, our work helped Wela make a mark in the financial services industry. Wela continues to thrive as a highly memorable, approachable brand – one that financial clients can easily connect with.

OUR WORK