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Adds Rowett, "We employed a family of
images of the various pigments up close,
photos of people and processes, and few
words. We wanted to emphasise the idea
of "hands on" applications know-how for
papermakers, made from minerals valuable to
their processes. At this time we have produced
brochures, advertisements, trade show
graphics, and a basic web site. Impact
Magazine (starting with this issue) has been
redesigned to reflect the new look, as well."
The research and creative development
process spanned about four months in total,
and the roll out of the campaign began at
PulPaper 2007 in Helsinki. This was followed
by the coatings conference in Germany which
utilised the new booth graphics and print
campaign. The TAPPI coatings conference in
the U.S. and another in China, will ensure the
campaign will have reached all major markets
in less than a year.
Rowett concludes by saying, "The management
team has shown a high degree of commitment
to communications, and we are pleased to
report back that the response to the new sales
and marketing tools has been positive. One
R&D manager has already begun to use the
template, saying that the unified approach
has made putting ideas down on paper much
easier. Others, especially at recent trade
shows, have remarked on the positive feeling
about IMERYS, and clear image portrayed."
Farmer concludes, "IMERYS adds value to
the papermaking process, both in terms of
enhancing properties of the paper and
improving the profitability of our customers.
This is what we portray, and what we do on
a daily basis."
www.imerys-paper.com