Founded in 1956 in Australia, Pioneer Concrete Tile is the world’s leading manufacturer of cement building products like concrete blocks, roof tiles, clay bricks, pavers, pipes and plasterboard.
The company wanted to increase its business in the U.S. market. To do so, it had contracted with several U.S. distributors, including one in Deerfield Beach, Florida. Now that distributor wanted a brochure written in American English to introduce the company’s brand and promote its products to its clientele.
Susan Greene, a freelance brochure copywriter, was contracted to write the content for the brochure. She spoke with the company’s key personnel to learn about the various products, different applications and technical data, incorporating all the information into her copy.
The brochure was given to sales representatives and distributors who carried the Pioneer Concrete Tile brand to help them promote the company’s products to their customers. Over time the company has steadily increased its market share in the U.S. market.