Linda McGovern, who has led marketing at building products company USG Corp. for eight years, spent much of this year laying the groundwork for a major rebranding campaign, “It's Your World. Build It,” that debuted Oct. 1.
The campaign includes a redesigned global website (www.usg.com), as well as print and online advertising that will begin to roll out this month. gyro Chicago provided the creative, and BGT Partners, Chicago, handled website development.
“We have spent the last 12 to 18 months building the infrastructure and connecting the dots internally before pushing content out externally,” McGovern said. “It's been a combination of purchasing technologies and putting new systems in place.”
The technologies include marketing automation systems, back-end technologies for the global website and content management systems for Web and social channels.
“In developing our strategy and priorities, one of the big things we knew we wanted was to be more of an international organization with a truly global website, user interfaces and back-end systems,” McGovern said.
In addition to working on the new branding program, McGovern oversaw advertising and marketing efforts this year in USG's ongoing “The Weight Has Been Lifted” campaign (also from gyro Chicago) for its Sheetrock brand of drywall products. USG used print and online ads in the campaign, which is aimed at building contractors and installers, as well as mobile initiatives targeting workers on job sites.
“They are surfing websites, doing Google searches, looking up spec sheets for products and looking up videos,” McGovern said, citing some of the ways in which USG is providing mobile content to its target audiences. “We are using a ton of video.”
She said that this year USG more than doubled the number of contractors who viewed mobile content.