U.S. Steel Division Picks RTC Relationship Marketing

Share this content:
Straightline Source, a distribution division of United States Steel Corp., named RTC Relationship Marketing, Washington, its relationship marketing agency of record.

The agency will help Straightline acquire customers and retain clients for company offerings including StraightEdge, an online service that streamlines steel procurement.

"We're actually trying to solicit people to contact Straightline for a steel contract," said Adriano DeCardenas, executive vice president of client services at RTC.

Straightline joins RTC's roster of clients like Schering-Plough, Nasdaq, Hughes Network Systems, FedEx and Bristol-Myers Squibb Co. RTC is part of British agency holding company WPP Group PLC.

Based in Pittsburgh, Straightline distributes carbon flat-rolled steel to companies that typically do not buy steel goods directly from producers. Its StraightEdge online service allows forecast uploads, contract viewing, filing, inventory and forecast reports, contract releases and order status.

RTC will use self-mailers, collateral, e-mail and telemarketing to target procurement managers in mid-level companies using steel in their products. Industry segments targeted include auto parts, casket makers, construction materials, tool making and appliances.

"Procurement guys live and die by their shipping deadlines, so their steel has to be there to make sure the manufacturing process is not delayed," DeCardenas said. "Cost of goods is only part of it, and it's really about how you manage your supply chain."

Besides lead generation, tactics will aim to surround prospects with a consistent brand voice and build awareness to sway them.

"Steel's an old profession, so there's a lot of relationships that have been established," DeCardenas said, "and our challenge is to reach these people and get them to respond. They're playing with a lot of deep relationships. The value that Straightline brings to customers is better optimization of their supply chain process."

A separate agency is running print ads for Straightline.


Next Article in Agency

Sign up to our newsletters

Company of the Week

PAN Communications is an award-winning integrated marketing and public relations agency for B2B technology and healthcare brands. PAN's data-driven approach allows the firm to specialize in public relations, social media, content and influencer marketing, and data and analytics. PAN partners with brands to create unique, integrated campaigns that captivate audiences.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above