Project Objective:
Establish product awareness in anticipation of purchasing decisions expected two years into the future. (Spoiler alert: what actually happened surpassed all expectations.)
Target Audience:
Equipment purchasing influencers and decision-makers from procurement, engineering, manufacturing, and operations. Primary focus on the "Big 3" consumer goods giants: Procter & Gamble, Georgia-Pacific, and Kimberly-Clark.
Services: Marketing Strategy + Creative Direction: Photography + Copy + Design
Role: Marketing Communications ManagerThe marketing campaign journey of creating product awareness:
• beginning with a "conversation starter" holiday gift,
• followed by four visually-rich emails,
• a large booth at the global Tissue World conference in Miami,
• a website promoting registrations for the PCMC event,
• a 3-day PCMC onsite event featuring machine demonstrations, talks, socializing and gifts.
• followed by four visually-rich emails,
• a large booth at the global Tissue World conference in Miami,
• a website promoting registrations for the PCMC event,
• a 3-day PCMC onsite event featuring machine demonstrations, talks, socializing and gifts.
My creative process:
Providing the sales team with a "conversation starter" item enabled conversations with customers, AND this provided me with space to assemble a cohesive and thoroughly effective plan.
Providing the sales team with a "conversation starter" item enabled conversations with customers, AND this provided me with space to assemble a cohesive and thoroughly effective plan.
• I began by rallying the sales team to collaborate with me and follow my lead
• understanding the key product features, differentiators and benefits
• identifying the target audience personas (paper industry influencers, purchasers, and decision-makers)
• understanding what is valued most and how to speak their language
• exploring creative themes to engage the audience and convey information
• merging the most viable creative theme to the product differentiators
• directing a copywriter, photographer, web developer, and event vendors
• leading weekly meetings with the sales team
• iterating, testing and pivoting as needed from concept to product launch event
• event planning and recruiting a larger team to staff the event
• directing and supporting event staff and vendors
• socializing with customers attending the event
• celebrating our collaboration and astonishing success
Visual Tone:
Creative concept centered around two themes that worked well in tandem:
The Forté product launch promoted a theme of "seeing is believing" and attending the live demonstration event, while the company-wide rebrand centered on "engineered elegance."
The Email Campaign:
Feel the strength that comes with a tradition of success.
PCMC has been your partner in understanding and delivering complete converting solutions for almost a century. Throughout the years, the only market constant has been change. Our ability to anticipate and understand the evolving market has been our forte.
We’ve taken that tradition of innovation and engineering excellence to a whole new level.
The new Forte Surface Rewinder from PCMC.
Forte is the culmination of all our greatest strengths. Robust engineering, backed by a total obsession with quality, performance and long-term value.
Forte represents a new standard in tension control, as it guides your web at near-zero tension. From the five roll draw system to the non-slip winding nest, it maintains caliper even at the highest converting speeds. It’s all about faster, smoother, more reliable production on a process that practically floats your web onto the roll.
A Tradition of Success. That’s our reputation. That’s our Forte!
Coming in 2008. Sense the Excitement! Tissue World booth #590.
See the craftsmanship that comes with the most dependable of equipment.
You can see the difference in the equipment built by Paper Converting Machine Company. The robust design. The superior workmanship. The rugged components.
It adds up to one of PCMC’s key differences - our unmatched tradition of dependability. The new PCMC Forte Surface Rewinder continues in that tradition. The modular perforator allows for easy access and maintenance, resulting in record-breaking process reliability. The unique independent frame accommodates a simple, robust drive train that provides dependable performance.
It’s our craftsmanship that makes your operation more consistent, reliable, and productive, day after day. And isn’t that what you really want to see?
A Tradition of Success. That’s our reputation. That’s our Forte!
Coming in 2008. Sense the Excitement! Tissue World booth #590.
Savor the sweet success of a smooth and seamless operation.
It’s like enjoying a fine dessert - perfection from start to finish.
Yes, it’s all about consistency. Your customers expect it. And with our new Forte Surface Rewinder from PCMC, you’ll be able to deliver it.
Forte produces the highest levels of quality, throughout the entire roll. Smooth core insertion combined with an extrusion glue system deliver the ultimate in clean, reliable transfer. So good, so consistent, your customers can use every sheet, from the tail to the core. Perfection from the first sheet to the last
Smooth, seamless operation. That’s our reputation. That’s our Forte!
Coming in 2008. Sense the Excitement! Tissue World booth #590.
Hear the rhythm that accompanies more product out the door.
The steady rhythm of finely engineered converting equipment is music to a production manager’s ears. More cases means more profit. And now, more than ever, it means Paper Converting Machine Company.
Our new Forte Surface Rewinder is taking productivity to a new level. It starts with our patented compound-motion rider roll maintaining optimal 3-point containment, ensuring maximum control of the product through the wind cycle.
Engineered winding nest geometries, with meticulously calculated wind profiles, minimize operator adjustments required for paper variation while maintaining high product quality and productivity standards.
In short, more cases out the door. Without missing a beat.
Productivity. That’s our reputation. That’s our Forte!
Coming in 2008. Sense the Excitement!
Internal communication:
Aspects of the campaign were shared internally with the manufacturing team. Sharing the vision with the machinists was received so well that it led to a dramatic improvement in internal morale and motivation to ensure the machine build was completed before the big demo event.
Summary:
The five-month campaign included monthly teaser emails, presence at the Tissue World event, and culminated in a decked out, on-site conference at PCMC's manufacturing site featuring a demo of the 250-foot paper machine.
The speed of the Forté rewinder was highlighted by a speedometer for all to see. While the Forté was designed to run at 60 mph, operators pushed it to 70 mph without breaking the tissue. The live demo of unprecedented speed generated enthusiastic applause from attendees.
The Surprising Outcome:
The email Click-Through-Rate and Click-To-Open-Rate exceeded 40%, and the event resulted in immediate equipment sales exceeding 10-million — during an economic recession! PaperSource became a significant new customer purchasing two full machine lines. The financial outcome was a tremendous boon for PCMC that saved jobs and continued to have an impact long after the event. Customers actually asked for more of the same kind of marketing.