Quarra Stone Press Release Strategy

Overview

Quarra Stone has identified press releases as an underutilized channel for building SEO authority and backlink equity. The strategy centers on publishing press releases tied to high-profile, completed projects — particularly those with notable clients or cultural significance — to generate earned media, inbound links, and broader brand recognition.

This approach complements the existing project portfolio on the website, which already drives meaningful search traffic, by extending that content's reach into external publications and news aggregators.

See also: ^[1] | ^[2]

Rationale

During the December 2025 strategy alignment call, Karly (Asymmetric) noted that Quarra Stone's project pages already capture significant search volume. Press releases amplify this by:

• Building backlinks to the Quarra Stone website, improving domain authority
• Expanding reach beyond existing audiences to journalists, trade publications, and industry aggregators
• Reinforcing the Design Assist narrative by documenting the full scope of services delivered on complex projects

Ed (Lincoln Durham) confirmed that press releases are overdue, particularly for JPMC, and identified additional candidates.

Priority Projects

1. JP Morgan Chase (JPMC) — Highest Priority

• Quarra Stone engaged at the conception phase, working directly with the designer
• Scope included: design consultation, 3D scanning of natural formations (Central Park), rationalization into individual stone pieces, engineering, steel fabrication for the backup system, and stone fabrication
• Represents the "one throat to choke" / Design Assist model at its fullest
• Status: Timing to be confirmed with Jim before release
• Action: Lauren to discuss press release timing with Jim

2. Obama Art Projects

• Martin Puryear sculpture — press release candidate
• Maya Lin work — press release candidate
• Both carry significant cultural and media interest
• Action: Lauren to plan press release cadence for both

3. Winterfell

• Noted as a high-profile project but currently locked — not available for press release at this time

Execution Notes

Who Writes the Release

Asymmetric (Evoke content team) can draft press releases. Ed/Lauren to provide project details, approved client references, and any photography or renderings cleared for public use.

Approval Process

• Confirm with Jim Durham before publishing any release that names a client or project
• Some clients (especially high-profile commercial) may have PR restrictions or preferred timing windows

Distribution

• Wire services (PR Newswire, BusinessWire, or industry-specific alternatives)
• Architecture and stone trade publications
• Local/regional business press where relevant

SEO Considerations

• Include links back to the relevant project page on quarrastone.com
• Use anchor text aligned with target keywords (e.g., "design assist stone fabrication," "architectural stone engineering")
• Karly to research SEO terms in parallel with the ^[3] work, as keyword themes will overlap

Broader Content Opportunity

Ed surfaced a cache of unused past-project content found on internal drives — completed jobs that have never been published to the website or social media. These represent:

• Additional press release candidates (especially for historic restoration work)
• Website project portfolio additions that demonstrate industry tenure
• Social media and YouTube content

Action: Ed to send past-project assets to Karly for review and publishing prioritization.

Action Items

Related

• ^[3]
• ^[4]
• ^[5]
• ^[1]