SERIGRAPH IMD1 BRANDING AND NEW PRODUCT LAUNCH

Situation:

Serigraph is a specialty decorator for several OEM markets. The company wanted to position itself among a target audience of designers as the one source for in-mold decorating (IMD) from design to finished product through a process we named IMD1. The campaign launch was scheduled to coincide with the plastics industry’s largest trade show, NPE.

Solution:

Staples worked with Serigraph’s marketing department to determine sales and marketing goals (proprietary) for IMD1. We also did formal and informal research through telephone interviews and design media analysis. We researched advertising and editorial calendars for circulation, demographics and titles to determine appropriate publications for reaching our audience and objectives. We then developed a strategic marketing communications plan, timeline and budget and used Serigraph’s participation in NPE to launch IMD1. The PR strategy focused on Serigraph’s participation at the NPE tradeshow where they launched IMD1 to the trade media.

Results:

Our comprehensive branding and launch plan enabled us to reach 96 percent of our target audience of designers in the design, plastics, medical and appliance markets. Specific examples of program results include:

• Advertising generated not only sales leads, but also helped to increase general awareness among designers, supporting all other communications efforts and consistently communicating IMD1’s key benefits to the target audience. Serigraph IMD1 Web site traffic increased during the months that ads ran and registered more than 100 requests for The Book on In-Mold Decorating.
  
  
• Our PR effort garnered a cover feature, seven print editorial placements with 4-color photos, and four editorial Web site placements, reaching our target audience in all four key markets.
  
  
• Overall, more than 500 requests for The Book on In-Mold Decorating from designers and OEM’s resulted in increased education of IMD and IMD1, and increased awareness of Serigraph’s expertise on the technology requiring a second printing on The Book due to the response.