A&S Builder Information

A&S Building Systems is the number one choice in the metal building construction industry not only because of the superior metal buildings we provide but also due to the partnershIMP we forge. When you align yourself with A&S, you become part of our family. We are dedicated to providing you with experience, knowledge, superior products, outstanding customer service, and most importantly…support for your business. We want you to be successful and affluently positioned in the marketplace. In order to do so, you must keep your name or your brand at the forefront of your potential customers’ minds.


NCI Installer Certification Program for 2018

A&S and NCI believe that manufacturers and installers should work in cooperation with each other to deliver an "in place" product that meets the customer's needs and expectations. NCI and A&S are committed to training and educating erectors in both the proper use and installation of our roof and insulated panel systems. As a result, NCI has developed a comprehensive training program for Standing Seam Roof Systems (SSR) and Insulated Metal Panel Systems (IMP). We  encourage you to participate in a training class near you.


You can download information on the program, class schedules, locations and applications below.

Click Course Title for Enrollment Information:
Intro to Metal Building Assembly

Insulated Metal Panel Installer Certification Training

Standing Seam Roof Panel Installer Certifcation



Not a Builder? Click here to find out information on becoming an Authorized A&S Builder.



What is Marketing

Getting started: Steps, Financing, and Branding

Identifying your Target Market

PartnershIMP with Marketing Vendors

Co-op Advertising: What is it and what's included?

How does Co-op Advertising Work?

Co-op Reimbursement Procedure Checklist & Payment Schedule

Goldner & Associates

High Resolutions


What is Marketing?

Marketing is a management process that includes identifying customer needs; anticipating variables such as customer wants, market conditions, etc. and satisfying these customer requirements profitably. Business savvy companies know that you must go beyond just working hard and hoping that potential customers recognize your efforts. You must actively market yourself to the end-user. According to the article, Sales & Marketing: Surviving Today’s Economy by Doing Both Right, successful business owners have at least five positive sales and marketing activities going on at once, even if they are not always apparent. The old adage that the worst type of advertising is no advertising is still true. No matter what your marketing budget may be, there are many different types of marketing in which you can take advantage. Let’s take a look at a few of the more proven techniques that combine low cost with major results.


Online Marketing:

  1. Banner Ads
  2. Pay Per Click
  3. Email Marketing

Offline Marketing:

  1. Print Advertising - Yellow Pages, Newspaper, Magazine
  2. Outdoor Advertising - Billboards, Jobsite Signs, Kiosks, Tradeshows
  3. Direct Mail - Post Cards, Brochures, and Flyers Containing a Direct Response Call-to-Action
  4. TV and Radio - Reach the Largest Number of People in the Shortest Amount of Time

Word of Mouth Marketing:

  1. Go the extra mile for your customers and work toward building lasting relationshIMP with them.
  2. Promotions or discounts for repeat customers.
  3. Consumer generated media - blogs, social media marketing offering a forum for customers to ask questions or make comments.

The best marketing strategies take advantage of many different types of advertising. By distributing your ad dollars around you can be assured of greater success and better interaction with the public. Believe in what you’re selling, overcome any concerns your prospects may have, and feel comfortable and confident when asking for the sale. Don’t be discouraged if advertising doesn’t drive immediate results. It takes time to become known, especially for brand new companies. Over time and through hard work, your company will be the one people think of first when they need metal buildings.


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Getting Started: Steps, Financing, and Branding

  1. Develop key business objectives and goals designating specific timelines and the path to get there.
  2. Know exactly what your brand positioning is and how it needs to be perceived in order to stand out from competitors. See note for more information on branding.
  3. Know your local market. See note for more information regarding how to identify your local market.
  4. Live the “80/20 Rule” by defining the 20 percent customer base that brings in 80 percent of sales.
  5. Identify your company’s strengths and weaknesses. Learn from the past. What market share have you handled and what profit margin has it allowed? Where do you stand today? What changes can you make to increase your market share and become more profitable?
  6. Set realistic goals: short-term and long-term. Marketing objectives are directly related to your consumers. They correlate with the image and reputation customers apply to you, your company, and the products you sell. Sales goals are illustrated with brand loyalty, growth through new products, and appeal to unsatisfied or neglected markets. Realistic goals point the way to worthwhile areas of competition as they are talked about, questioned, defended, revised, and essentially boil down to sales and profits.
  7. Develop a workable plan to achieve your goals through the right strategies, the right systems, and the right

How much advertising?



  1. Level of competition already in your area
  2. Media (newspapers, flyers, radio, TV, etc.) best suited for your area and what each type costs.
  3. A&S Building Systems’ Co-op Advertising Program. This program is designed to stretch and maximize your advertising dollars. Prepare your budget on a 6 month and 12 month basis.
  4. Regular advertising budget needed to advertise successfully over the long term.
  5. Review and adjust your budget based on local market activity.
  6. Advertising


Advertising Rule of Thumb:


Between 2.5 percent and 3.0 percent of projected annual sales should be allotted for advertising. For example: Based on annual gross sales of $100,000, consider spending between $2,500 and $3,000 on advertising for the year.


Some things to Remember about Branding:

  1. A brand is a name, term, design, symbol, or other visual feature that distinguishes products and services from competitive offerings. A brand represents the consumers’ experience with an organization, product, or service.
  2. A brand has also been defined as an identifiable entity that makes a specific value based on promises made and kept either actively or passively.
  3. Branding means creating reference of certain products in mind.

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Identifying your Target Market

  1. Identify areas with the highest sales potential by outlining a detailed map showing neighborhoods, counties, and other features of your territory. Use Census and other local information readily available to you at the public library or Chamber of Commerce.
  2. Obtain local construction information showing what has already been built or is in the process of in your territory. Your A&S Building Systems District Manager can give you the MBMA dollar value statistics of metal building shipments by county in your local area.
  3. Determine which markets have been most active in metal building construction. Lead generators such as Construction Journal or Dodge can give you information about project sizes, end uses, dollar value, and location.

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PartnershIMP with Marketing Vendors

As an A&S Authorized Builder, you now have access to discounts from partnershIMP created through A&S Building Systems as a means of helping you save money in your marketing efforts.

  1. Goldner & Associates – Promotional Products - offers A&S Builders quantity discounts ranging from 5-35 percent off per piece. Visit www.shopgoldner.com/a-sbuildingsystems  to see a variety of promotional products.
  2. High Resolutions – Graphics Production Company - single source concept to finish product- offers A&S Builders a 10 percent Discount.  Contact: 865-523-3361 or visit http://www.highresolutions.com
    1. Large Format Graphics - custom contour cut signage, wall murals, vehicle wraps, and custom decals.
    2. Offset printing- brochures, business cards, flyers, etc.
  3. Riehl Printing-– Screen-print and Embroidery - offers A&S Builders a 10 percent Discount. Contact 865-688-5337

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Co-op Advertising: What is it and what's included?

The objective of A&S’ Cooperative Advertising Program is to present a single corporate identity to the public. All advertising- local, regional, or national- should dovetail in the potential buyer’s mind to reinforce a standard positive image of A&S Building Systems. The image to be projected is an association of local suppliers backed by a central manufacturer who designs, fabricates, and constructs high quality, affordable metal buildings to our customers’ complete satisfaction. To this mutual end, A&S cooperates with you in setting up and executing your local advertising program.


Items Eligible for Co-Op Funding with Pre-Approval include:

  1. Yellow Pages
  2. Magazines
  3. Radio
  4. TV
  5. Billboards
  6. Newspapers
  7. Professional Photography
  8. Direct Mail

Items Eligible for Co-Op Funding with Pre-Approval:

  1. Business Cards
  2. Letterhead and Envelopes
  3. Specialty Items – caps, jackets, pens, shirts, etc.
  4. A&S Building System Literature
  5. Sporting Team SponsorshIMP
  6. Job Site Signs
  7. Customized Builder Brochures
  8. Tradeshows

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How Co-op Advertising Works


A&S will pay one-half of one percent (½ of 1%) of your cumulative sales for selected advertising costs during the calendar year with freight, tax, and subcontract purchases excluded. Each year builders who desire to participate in the Co-op Advertising Program should budget their expenditures.  Exclusive of direct mail, A&S will share equally with the Builder in the qualified expenses of the program, subject to certain limitations. The ad budget subject to co-op rebates is limited to 1% of the builder’s mill steel shipments. The 1% expenditure is shared equally between the Builder and A&S.

A&S’ maximum co-op contribution is ½ of 1% of your net mill steel shipments, paid with in terms. For example, if you ship $200,000 in A&S steel products this calendar year, A&S will reimburse you $1,000 (½ of 1%) for selected advertising costs, provided you have invested $2,000 in accordance with the rules and limitations of the program.


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Co-op Reimbursement Procedure Checklist & Payment Schedule



A&S will reimburse up to 50% of specified and approved advertising costs once equivalent credits have been earned, providing the following rules and procedures are observed:

  1. Budget and keep record of your expenses.
  2. You must submit proof of expenditures, such as tear sheets, invoices, and other evidence, so they can be monitored for program compliance.
  3. You must keep your A&S account current and active to receive reimbursement. It must be in good standing on December 31st of the year for which reimbursement is requested and at the time the request is processed.
  4. You must submit your requests utilizing proper forms and required documentation no later than January 31st of the year following the expenditures.
  5. The expenditure has to be for actual advertising costs such as newspapers, radio, TV, billboards, magazines, Yellow Pages, etc. Purchase of advertising specialties such as pencils, golf balls, and so on is considered sales promotion and does not qualify as advertising under the Co-op Program.
  6. All visual aids must carry the A&S Building Systems name and logo in a size equal to your own company’s logo and name.
  7. All radio and TV advertising must identify you and your company as an Authorized A&S Builder a minimum of two (2) times in the ad. You must submit a copy of your script and station invoices to be eligible for co-op funds.
  8. Advertising that mentions involvement in any type of construction other than metal buildings is eligible solely at the discretion of A&S’ Marketing Department.
  9. A sample copy of the Request for Co-op Reimbursement Form is located on Page 15 of the A&S Marketplace brochure. All expenditures for Co-op Reimbursement must be submitted by following these instructions and utilizing the Co-op Reimbursement Form. Additional forms are available at no charge through the A&S Marketing Department.  Please note that approval of any advertising program or expenditure is subject to your compliance with the Co-op Advertising Program’s procedures and regulations. Any variations must be approved in advance by the A&S Marketing Department.

Reimbursement Checklist

All ad programs and costs submitted for Co-op reimbursement must be accompanied by the following information before they can be processed for payment:

  1. Completed and signed Request for Co-op Reimbursement Form.
  2. Proof of full payment of all invoices related to the expenditures (copies of paid invoices, cancelled checks, etc)
  3. Verification of advertising (i.e. ad tear sheets, scripts, photos of outdoor advertising, etc, or other evidence of the ad placement).  For specific types of ads, include the following evidence with the Request for Co-op Reimbursement Form:
    1. Newspapers, Magazines, and Trade Journals - tear sheet of actual ad clearly showing name and date of publication and publication invoices.
    2. Radio and TV - typed transcript used in the broadcast along with dates and times aired and station invoices.
    3. Billboards - photos that clearly show the signs and prove they were posted in heavy traffic areas along with billboard or sign company invoices.
    4. Yellow Pages - tear sheet of the entire page on which the ad appears in your local directory and publication invoice.
    5. Direct Mail - include sample mailing piece and envelope, dates mailed, and paid invoices.

Payment Schedule

January 31st is the final day to submit a reimbursement request for the prior year’s qualified expenditures.  Funds may not carry over from one calendar year to the next. A&S will process Requests for Co-op Reimbursement following submittal in April of each calendar year. Eligible advertising consists of ads run within the calendar year for which reimbursement is requested, provided the advertisement is paid for before the end of the calendar year.

Example 1: If an advertisement is paid for in December of 2050 but not run until January 2051, the expense will be eligible for reimbursement at the end of 2051.

Example 2: If an advertisement is run in December of 2050 but not paid for until January 2051, the expense will be eligible for reimbursement at the end of 2051.

Example 3: If an advertisement is both run and paid for in December of 2050, the expense will be eligible for reimbursement at the end of 2050.


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