wiki/knowledge/outbound-sales/balls-quartzite-shingle-system-launch.md · 606 words · 2026-02-13
Ball's Quartzite Shingle System — ABM Campaign
Overview
Quarra is launching the Ball's Quartzite Shingle System as a named, marketable product for the US market. This is a proprietary quartzite roof shingle system developed in partnership with Socrates (the partner company that owns the core Ball's Quartzite supply). The system was first deployed in the US on the "Winterfell" project in Montana (Yellowstone Club area). The campaign is being developed by Asymmetric and represents Quarra's first formal ABM push for this product line.
See also: [1] | [2]
Product Background
- Product: Ball's Quartzite Shingle System — a cut-to-size quartzite panel with a chiseled live edge, engineered to replicate the look of traditional natural-cleft European roof shingles while meeting US building codes
- Differentiation: Sole-source / proprietary; only available through Quarra. The manufacturing process is additive to existing Ball's Quartzite workflows, so supply is scalable
- Market context: Traditional natural-cleft quartzite shingles are heavily used in Switzerland and European markets but are difficult to supply to the US due to volume constraints and code requirements. This system solves both problems
- First US installation: "Winterfell" residential project, Montana (Yellowstone Club) — NDA restrictions likely apply to project photos (see Constraints below)
Campaign Strategy
Target Audience
Architectural specifiers and high-end residential architects in the US market, reached via targeted ABM outreach to key accounts and architectural media.
Channels
- Dedicated product page on the Ball's Quartzite website
- Email blast to targeted architectural accounts, accompanied by a PDF brochure
- Architectural media / PR — align with broader push to place Quarra in publications such as Architectural Record, Dezeen, and Architectural Daily
Messaging
- Position as a system: "Now introducing the Ball's Quartzite Shingle System"
- Emphasize sole-source / proprietary nature
- Highlight US code compliance and scalable supply (differentiators vs. European natural-cleft alternatives)
Content & Asset Status
| Asset |
Status |
Owner |
Notes |
| Product page copy |
Not started |
Karly Oykhman |
Pending imagery |
| PDF brochure |
Not started |
Karly Oykhman |
Pending imagery |
| Email blast |
Not started |
Karly Oykhman |
Draft to follow imagery |
| Product photography |
Pending |
Lincoln Durham |
Awaiting shingle samples from Socrates |
| "Winterfell" project photos |
Blocked |
Lincoln Durham |
NDA — Lincoln to contact Yellowstone Club architect for permission |
| Rough project images |
Available |
Lincoln Durham |
Low-quality phone photos shared with Karly; not suitable for final assets |
Constraints
- NDA on "Winterfell" project: The Yellowstone Club project is under NDA. Lincoln Durham needs to contact the architect to determine whether professional photography can be used in marketing materials. If cleared, the architect indicated professional photos would be shared once the photography package is complete.
- Sample availability: Socrates will send physical shingle samples to Quarra so that clean, professional product photography can be produced in-house.
Action Items
- [ ] Email Karly additional Ball's Quartzite shingle photos (@lldurham)
- [ ] Contact Yellowstone Club architect re: NDA / photo usage rights; if approved, send professional photos to Karly (@lldurham)
- [ ] Draft ABM content for shingle system campaign; prep email blast (@Karly Oykhman)
- [ ] Develop dedicated product page on Ball's Quartzite website (@Karly Oykhman)
- [ ] Develop PDF brochure for email campaign (@Karly Oykhman)
- [ ] Review ABM strategy and send feedback to Karly (during NYC trip) (@lldurham)
Source
Discussed in the [3] with Lincoln Durham (Quarra) and Karly Oykhman (Asymmetric).