MIA+BSI PARTNER TO PROMOTE THE USE OF NATURAL STONE

The Marble Institute of America and the Building Stone Institute (MIA+BSI) recently announced a new marketing plan to promote the uses and benefits of the various types of natural stones for homeowners, designers, architects, builders, and remodelers. The plan includes a new informational natural stone website, editorial development and targeted media campaigns.

Over the years, competing material manufacturers have fueled false rumors regarding natural stone’s inclusion in residential building and remodeling projects. As a means to accurately educate users and consumers about natural stone, MIA+BSI is combining its collective 151 years of industry expertise to address the issues and highlight the inherent benefits of natural stone which include granite, limestone, marble, sandstone, slate, and onyx, among many others.

For assistance in increasing the awareness of natural stone and its beneficial characteristics, MIA+BSI has teamed up with Atlanta-based home building products marketing and public relations firm Kleber & Associates. The agency has developed the new informational website for MIA+BSI, www.usenaturalstone.com, to serve as a comprehensive resource for sharing enlightening articles and inspirational photography about natural stone along with a database to locate stone professionals.

“The goal of MIA+BSI is to present educational, authentic and compelling assertions for the use of natural stone,” said Jim Hieb, chief executive officer of MIA+BSI. “The Kleber team has more than 30 years of experience working with our target audience and the media, which made them a great fit to assist in our rebranding, content development and media relations efforts.”

Various types of natural stone can be specified by homeowners, designers, builders, and other professionals alike. MIA+BSI has plans to accurately promote natural stone to each of these audiences in order to dispel any negative myths and advocate its plentiful benefits such as low-maintenance, durability, and abundant availability in a wide range of unique colors and textures.

“Building professionals, architects, landscape architects and designers want to provide a unique product to their clients that is not only attractive but that compliments the long term life of a building or landscape design,” said Jane Bennett, executive vice president of MIA+BSI. “Similarly, homeowners want materials that are beautiful, resilient and cost-efficient. Natural stone provides the solution.”

For more information about natural stone, go to www.usenaturalstone.com. For more information on MIA+BSI, visit www.naturalstoneinstitute.org.

About MIA+BSI

MIA+BSI: the Natural Stone Institute serves more than 1900 members in 55 countries who represent every aspect of the natural stone industry, offering them a wide array of technical and training resources, professional development, regulatory advocacy, and networking events. Two prominent publications—the Dimension Stone Design Manual and Building Stone Magazine—raise awareness in both the industry and the design communities for the promotion and best use of natural stone. Learn more at www.naturalstoneinstitute.org.