Structural Concepts keeps ‘Fresh’ front and center

For Structural Concepts, its tagline — Delivering Fresh. Always. — embodies more than a slogan: It is the mindset behind its go-to-market strategy.

According to Danielle McMiller, the company’s vice president of marketing, the year-old tagline represents a three-word call to action: ‘Delivering’ on lead times as well as product quality with a ‘Fresh’ mindset and customer service approach that ‘Always’ illustrates consistency and reliability. “Each word within it can be translated into distinct competitive advantages,” she said in a statement.

Earlier this year, Structural Concepts opened its Fresh Market Customer Innovation Center and Showroom at its headquarters in Muskegon, Mich. “This space is designed to cultivate the most creative and collaborative process possible to demonstrate the uniqueness and viability of its products,” said McMiller.