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HOLLIS, NH, MARCH 23 2006

A contract to initiate a North American branding program for natural stone products such as marble, granite, limestone, travertine and others has been awarded to McKee Wallwork Cleveland of Albuquerque, NM, it was announced here today by the Natural Stone Council (NSC), a diverse group made up of the industry’s business and trade associations.

McKee Wallwork Cleveland received the contract after a review of proposals submitted by marketing firms across the country, said Mark Fernandes, chairman of NSC.

“Launching a branding initiative has been a high priority for the Natural Stone Council to differentiate stone products created solely by nature versus other competitive products,” Fernandes explained. “One of the key elements in our charter is to promote the value and unique benefits of real natural stone and to help the design, building and consumer communities understand why nature’s own building material is special.”

Since being formed in 2003, the NSC has raised hundreds of thousands of dollars from member organizations and other groups and companies interested in promoting natural stone, he said.

“Our current fund-raising campaign is designed to provide the money to support the branding initiative over the long haul,” Fernandes explained.

Similar branding campaigns using a common logo and theme are currently underway in Italy and other European countries.

“The goal of the branding effort is to give real stone, created by nature over billions of years, an identity of its own among specifiers and end users. Consumers, architects, designers and contractors need to be able to compare apples and apples. The NSC represents the united voice of the natural stone industry, which allows us to promote Real Stone. Real Value,” said Duke Pointer, executive director of NSC.

The contract awarded to McKee Wallwork Cleveland includes several steps -- research, positioning development, creation of a two-step marketing plan – first for architects, designers, contractors and other professionals and then for consumers. The plan will also include a strategy on how to best monitor and regulate the use of the Natural Stone Council brand in the marketplace, Pointer explained.

McKee Wallwork Cleveland will use its proprietary Charrette ™ team-based methodology to research and implement the branding initiative.

“The committee chosen to evaluate the proposals was impressed with the thoroughness of the Charrette ™ process and McKee Wallwork Cleveland’s creative approach to this effort has been done previously for other companies in the natural stone industry,” Fernandes explained.

-ENDS-

Subject: NATURAL STONE COUNCIL AWARDS CONTRACT TO INITIATE BRANDING

Companies interested in more information on NSC and its current fund-raising campaign should contract Duke Pointer, executive director, at 603-465-2616,e-mail:Dukepointer@aol.com

Visit: http://www.marble-institute.com/

Contacts:

E-mail: Dukepointer@aol.com

Bill Levy
Bill Levy Communications

Tel: (216) 861-6778

Or e-mail: blevy@levymg.com

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