Case Study for Agency
03-1012276-708

What's in a name? Strategic planning effort brings catalyst
manufacturer fame and fortune.

Who: International manufacturer of zeolite catalysts and adsorbents

Situation: The client is a joint venture of two large corporations with
executive management alternating between the two every three years.
Most of the company's product marketing is done through another joint
venture of one of the parent companies. That company sells the client's
products and many other catalysts as well.

Marketing Challenge: The company had been in existence for nearly 10
years, but many of its potential customers had never heard of it. There
were many inconsistencies among its branch sites including corporate
standards such as letterhead and business cards, use of the corporate
logo, and general promotional efforts.

Application of Solutions: Our firm analyzed the company's business
situation, revealing that the alternation of management had caused a
discontinuity in policies and image enhancement. Further, the company
was relying solely on its marketing arm to promote and sell its
products. Since the management of the company had just shifted, we
proposed doing a three-year strategic plan for marketing communications
efforts. That plan began with across-the-company standardization of all
communications tools, logos, and printed materials. The plan then
proposed the use of advertising to create awareness, public relations
to develop preference, and production of the first-ever corporate
brochure, as well as a corporate template for the existing web site to
enhance their corporate image.

Results: Now two years into that three-year plan, awareness has
increased dramatically. A number of leads have come from both
advertising and PR, and the business generated by the company itself is
growing steadily.