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GEOSTRUCTURES FOUNDATION SYSTEMS PUT "MONEY IN YOUR POCKET!" NOVEMBER 2006: Commercial construction companies are always looking for ways to reduce costs without compromising quality. But deep foundation systems still cost more than twice as much as innovative, site-preparation technologies from GeoStructures, Inc. that stiffen soils and add bearing capacity without over-excavation or deep piles. "GeoStructures gives contractors huge savings right at the start of their project," says Tom Simmons, creative director of The Thomas Simmons Agency, which was hired to create an ad campaign and direct-mail promotion for the geo-technology company. GeoStructures is a design-build contractor that provides complete engineering for the solutions they install. In addition to foundation solutions like Geopier® and Impact® Rammed Aggregate Piers™ and Rapid Impact Compaction (RIC), GeoStructures designs and builds Mechanically Stabilized Earth (MSE) walls, tie-back walls, underpinning, sound walls, tie-down anchors, micropiles and soil nailing. "For 2007, we're focusing on the financial savings," say Simmons. "We developed the positioning line 'Money In Your Pocket' and we actually minted coins, called GeoBucks, that are given away as mnemonic premiums and are included in the direct-mail pieces." The ad campaign was designed to gain attention in a visually "noisy" environment. "The magazines we're in are filled with photos of mud-caked, earth-moving equipment," says Simmons. "Even new equipment looks pretty grubby on-site. So we went with stunning illustrations. Our equipment is seen in dynamic motion utilizing what I would describe as a 1930s poster art style. It's unlike anything else in these books. You can't miss it." The campaign runs in construction and engineering publications nationally and in the east coast regions. Industry leadership is further promoted through negotiated positions, such as inside covers and across from Table of Contents. The Thomas Simmons Agency represents clients in consumer, business-to-business and emerging technology sectors. For information, call 540-882-4418 or e-mail . |