Turning American-Made into a Marketing Advantage

Matandy Steel | Hamilton, Ohio

The challenge.

For almost 40 years, Matandy Steel has been processing American-made steel for industries that drive innovation and fuel the American dream. Since 2020, TMC has partnered with the Hamilton, Ohio-based company on brand development, messaging, and ongoing marketing execution—helping them establish their "True as Steel" positioning and build stronger connections with employees and customers. In 2025, Matandy's leadership team recognized an opportunity to capitalize on their status as a provider of American-made steel. They needed a focused campaign that would differentiate them in a commoditized market and drive qualified leads from businesses seeking domestic steel solutions.

The strategy.

TMC developed the "Building America" campaign to position Matandy as the trusted partner for businesses that want to source American steel. The strategy included a dedicated SEO-optimized webpage, targeted client communications, and social media content designed to drive qualified traffic and highlight their competitive advantages.

Our team pulled together to meet an aggressive timeline, developing all content as well as branded graphics to identify the campaign and tie it together across all mediums. We also provided an easily editable graphic template that the sales team can use to personalize targeted emails. Beyond the initial campaign deliverables, we provided strategic recommendations for how the Building America webpage can be leveraged across the Matandy family of companies' websites to maximize reach and impact.

TMC capabilities tapped for this campaign included:

The results.

Matandy now has a dedicated resource that consolidates their American-made steel advantages in one location. The page serves as a focused hub that captures search traffic and provides a comprehensive resource for prospects seeking domestic steel solutions. The campaign has given Matandy a clear, branded way to communicate their American-made advantage and drive qualified leads. Just as important, it raises awareness about the comprehensive benefits they provide clients, including protection against price volatility in an uncertain market.

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