Innis Maggiore Succeeds in Positioning Sta-Kleen as Industry's First Dry-Erase Urethane

Download Word Doc

CANTON, Ohio (August 17, 2010) - The strategic and creative teams of advertising and PR agency Innis Maggiore established indelible positioning for a client's breakthrough dry-erase urethane upholstery.

The Mitchell Group asked Innis Maggiore, the nation's leading agency in the practice of positioning, to position new Sta-KleenT dry erase urethane upholstery as the best choice for hospitality, healthcare, institutional and other applications where high fashion and stain- and wear-resistance are critical performance factors.  Mitchell, based in Chicago, developed Sta-Kleen to deliver on designers' and specifiers' affinity for great-looking, natural-feeling, stain-resistant upholstered furniture and decorative items.

"The obvious positioning for Sta-Kleen was the first true dry erase urethane upholstery," said Lorraine Kessler, Innis Maggiore principal client services. "Being 'first' means everything in a new category for a product that has everything its customers want. Competitors will enter the market, but Sta-Kleen will forever be the 'first' in high-fashion urethane upholstery in patterns that feel like real leather and resist stains from ink, food, body fluids, and other agents."

Innis Maggiore developed an integrated media, public relations, web and trade show strategy, and dramatized Sta-Kleen's positioning through an iconic character known as The Erasable Man. "We succeeded in establishing a solid connection between the iconic Erasable Man and the fact that stains like ink, mustard, blood and even indelible marker can be completely dry erased from Sta-Kleen," Kessler said.

Wearing a suit tailored from brightly colored Sta-Kleen faux leather, The Erasable Man was featured in "teaser" and "reveal" trade publication ads, in an aggressive schedule of appearances at two key hospitality and contract industry trade shows, in PR materials and in video on the Sta-Kleen website.

Innis Maggiore is the nation's leading agency in the practice of positioning, building strong brand positions for companies in competitive markets. The advertising and public relations agency had 2009 capitalized billings of more than $21 million. Key clients include Alside, Aultman Health Foundation, Bank of America, Gerber Poultry, Goodyear, GuideStone Financial Resources, Nickles Bakery, Parker Hannifin, Progressive Foam Technologies, RTI International Metals, Republic Engineered Products, and Shearer's Foods Inc. Innis Maggiore is a member of the American Association of Advertising Agencies, the National Investor Relations Institute and the Public Relations Society of America. The company maintains a website at

For more information contact:

Jim Cyphert
PR Director
Innis Maggiore
P: 330-492-5500
C: 330-501-9886
Email Jim Cyphert

"Positioning is the single most powerful concept in marketing. To stake a position means an organization, product, or service stands for one thing in the minds of prospects."

- Dick Maggiore

"Nobody counts the number of ads you run; they just remember the impression you make."

- Bill Bernbach



Leadership through technology.

View Work

Leading our community to improved health.

View Work

Protecting us from the spread of germs.

View Work

Tradition you can taste.

View Work

Live Life Uncottaged

View Work

Keeping the family on full.

View Work
CSE Federal Credit Union

The Local Alternative

View Work

Leader in skin health and hygiene.

View Work
Baja West Coast Kitchen

Fresh food with a West Coast vibe.

View Work
Old Carolina

Authentic Carolina-style barbecue.

View Work
Custom Auto Body

Custom to the rescue!

View Work

Invented Pet Odor Control Technology

View Work

True Sicilian pasta sauce.

View Work
Baird Brothers

Old school hardwood. Modern accessibility.

View Work
Stark Community Foundation

Connecting people to the causes they care about.

View Work
Stark County District Library

Where everything is free®

View Work
DRB Systems

Transforming the car wash industry.

View Work
Smoke The Burger Joint

Burgers smokin' with attitude.

View Work
Beese Fulmer

Stay rational. Invest long term.

View Work

Powerfully Light

View Work

Going the extra smile.

View Work
Republic Steel

Steel Republic Steel.

View Work
Second Harvest

Serving the community.

View Work
Specialty Pipe

Their speciality is being the best.

View Work
Trumbull Metro Housing Authority

Building a solid future for those in need.

View Work
Fair Housing Law Center

Fighting for Equal Housing

View Work

The Future of Waste Management

View Work
Massillon Museum

Art & History Come Alive!

View Work
Bird Technologies

The RF Experts

View Work
Verisk 3E

Intelligent compliance. Sustainable progress. A safer world.

View Work


Find your brand positioning: Play your Cs to win in marketplace April 17, 2019

Do you ever feel like you’re throwing a wad of spaghetti against the wall and hoping some will stick?That is no way to win in the marketplace.The business with the right strategy and the commitment to carry it out inevit...

The Magnificent Seven: Best marketing books ever April 03, 2019

If you want to get better and better at running your business, you would do well to read a few of the best marketing books of all time.Hewlett-Packard co-founder David Packard famously said, “Marketing is far too importa...

Brand categories great for selling, lousy for unifying our world March 21, 2019

The numbers are mind boggling.Our amazing brains are wired with 100 billion cells, which researchers have found on average send signals 10 times per second. Each brain cell connects to 5,000 other brain cells, which mean...

Winning, compelling content inspires audience to engage, buy March 07, 2019

In a recent column, we quoted marketing guru Seth Godin’s profound observation, “Content marketing is the only marketing left.”Yes, compelling content marketing is that important.Content includes many tactics, from blogg...


Innis Maggiore wins Cancer Awareness Advertising Award for its Aultman Cancer Center work Learn More

Innis Maggiore wins most awards at Akron ad competition Learn More

Innis Maggiore hires three associates, promotes agency veteran Learn More

Innis Maggiore earns two 2018 WebAwards Learn More