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: Staff Marketing Communications Manager
Project Summary:
The six-month campaign included monthly teaser emails, presence at Tissue World, and culminated in a decked out, three-day, on-site conference featuring a demo of the 250-foot paper machine. A speedometer highlighted the speed of the Forté saw.
Outcome:
The event resulted in immediate equipment sales exceeding 10-million during an economic recession. Before the event, aspects of the campaign led to a dramatic improvement in employee morale. The financial outcome saved jobs and boosted morale even more. Customers actually asked for more of the same kind of marketing.
Visual Tone:
Creative concept centered around two themes: engineering elegance and experiencing the live demo with all the five senses.