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    Murdoch Marketing was hired to lead the development of a coordinated marketing communications program, which extends across a half dozen product … Read More
    Murdoch Marketing was hired to lead the development of a coordinated marketing communications program, which extends across a half dozen product lines, five business units and a number of continents. After extensive interviews with product managers to understanding and align the complexity of the company’s sales efforts, we mapped out a strategy of developing branding language, along with a library of sales literature, application bulletins and spec sheets. In concert with these traditional sales tools, we also developed a new website, tradeshow backdrops and signage, case studies and product sample kits. Because the application of honeycomb core varies from market to market, the sales message is tailored to specific market needs. For example, the aviation industry uses Nomex®, Kevlar® and aluminum throughout the aircraft structure. Production engineers and procurement managers are interested in Plascore product and process certification; you either meet the spec or you don't. The marine industry, on the other hand, requires education; training materials on how to use Plascore PP Honeycomb as a superior alternative to balsa in hulls and decks, and to fiberglass in light RTM component building. Plascore’s website foregoes the bells and whistles in favor of a fast, clean presentation of technical specifications, product data and availability. A year into the project, we translated website content into German, Italian, Spanish, French and Portuguese to support global sales. Read Less
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