Quarra has identified a gap between its market position and its media presence: competitors with comparable (or lesser) capabilities are securing features in top-tier architectural publications while Quarra remains largely absent. Closing this gap is a strategic priority, pursued through both national trade media outreach and opportunistic local PR.
The impetus for formalizing this strategy came from observing Monument Labs — described by Lincoln Durham as "basic" — land a feature in Architectural Record combining robotics with traditional stone craftsmanship. The reaction: "It should have been us."
The primary goal is earned media placement in the publications that architects and specifiers actually read:
These represent roughly the top tier of the ~10 key periodicals in the architectural materials space. Placement in any of these would directly support ABM efforts by building credibility with target accounts before direct outreach.
As a lower-effort, complementary tactic, Quarra should pursue the "Coolest Thing Made in Wisconsin" competition. A plant manager surfaced this opportunity. Based on the caliber of past entrants, Quarra is likely to be competitive.
The reach is regional, but the logic is additive: the more visibility touchpoints across channels, the better. Local recognition can also feed into broader brand storytelling.
Action: Pursue entry. See [1] for internal contacts to coordinate submission.
PR and media placement are not standalone tactics — they feed directly into Quarra's account-based marketing approach. A feature in Architectural Record or Dezeen creates:
The Ball's Quartzite Shingle System launch (see [2]) is a candidate story for trade media pitching, pending NDA resolution on the "Winterfell" project photography.
Lincoln acknowledged a tendency to over-edit blog content, which slows throughput. The agreed approach going forward:
This distinction allows Asymmetric to maintain publishing velocity without waiting on extended client review cycles.
| Item | Owner | Status |
|---|---|---|
| Review ABM strategy; send feedback to Karly | Lincoln Durham | Planned for NYC trip week of 2026-02-17 |
| Identify and pursue "Coolest Thing Made in Wisconsin" entry | Lincoln / Lauren | In progress |
| Pitch strategy for trade publications (Arch Record, Dezeen, ArchDaily) | Asymmetric / Quarra | Not yet started |
| Resolve NDA on Winterfell project photos for potential pitch asset | Lincoln Durham | Pending architect outreach |