Koch Modular Process Systems (KMPS)
McDAY is proud to handle Koch Modular’s strategic marketing program as their agency of record.
Koch Modular Process Systems has a long history of designing solutions for the worldwide Chemical Processing Industry. Client after client has sought the company’s expertise in Mass Transfer, Solvent Recovery, Wastewater Stripping, Chemical Separations, Acid Gas Treating, Biochemical Production, and more.
Koch Modular’s unique combination of process development, pilot testing, process design, and modular construction has successfully led customers’ bench and pilot-scale technologies through the development pathway to fully conceived demonstration and commercial scale plants. Their modular construction approach results in shorter project timelines, and their Process Performance Guarantee provides the peace of mind that customer specifications will be met. McDAY is truly part of the Koch Modular sale/marketing team and handles all aspects of marketing for the company: Website, PR, Sales Strategy, E-Newsletter, Technical Article, and Presentation pitching and writing, social media and recruiting on LinkedIn, as well as the complete re-design of their branding in 2017.
Belchim Crop Protection – USA
Belchim Crop Protection USA offers unique agrochemical solutions that empower farmers through innovative crop protection products and high-end technical support.
Belchim came to McDAY after planting their USA roots and Headquarters in the heart of the chemical industry, in Wilmington, DE. Belchim was looking for a PR partner who could make a real splash for the company here in the United States and aid in their global expansion efforts. McDAY’s hands-on approach and personal connectivity have fostered a momentous relationship. Shortly after signing them on, we spearheaded their USA social media accounts and got the buzz going across the agrochemical, technical, and local mass media.
An award-winning public relations program produced stellar results, including numerous product placements and several technical articles in industry trade publications. A direct mail program reinforced the success of the public relations plan. McDAY developed a three-part mailing system with a very targeted chemical industry list, which led to a million-dollar detergent contract for GEA.
PBF Energy asked McDAY to design an ad campaign for their lube oils business, and in usual McDAY style, we blew their technically-minded Marketing Director away with six different concepts in the early stages. “We only spoke for an hour, how could you have come up so many great ideas so quickly? You really get us,” the Marketing Director said. McDAY involves clients in their creative process by never dictating a direction, instead offering many alternatives early on in the creative process. It is especially crucial for engineers to see the designs and copywriting earlier in the process, as this visualization helps develop a comfort level with more “out of the box” creative approaches that can truly set our technology industry clients apart.
McDAY pitched the pharmaceutical press and was able to place a GlaxoSmithKline/Genesis Engineers co-authored paper in the September 2014 issue of Pharmaceutical Manufacturing. Read the entire article.
McDAY’s analysis revealed that a change in management had caused a discontinuity in policies and image enhancement. Zeolyst relied solely on its marketing arm, Criterion, to promote and sell its products. McDAY proposed a three-year strategic plan, which recommended 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 a preference, and production of the first-ever corporate brochure, as well as a redesign of the existing website to enhance Zeolyst’s corporate image.
McDAY proposed market research including calling technical ink industry contacts – customers, competitors and industry executives – and conducting extensive interviews. Twenty-five key ink industry contacts were interviewed. The interviews were taped and transcribed, and McDAY’s technical account manager traveled extensively with the company’s salespeople to conduct personal interviews. Three key competitors were also interviewed. McDAY compiled the data and used it as the basis for a detailed marketing communications plan. The results were presented to senior management, who approved $200,000 in spending.
McDAY persuaded the marketing director at Pfaudler/Edlon to target one industry area: the pulp and paper market. The campaign focused on public relations in order to get editorial attention for the newest fluoropolymer developments at Edlon. Publication attention was gathered through an editorial tour, where McDAY traveled with the inventor/founder to editors’ offices. Edlon performed compelling demonstrations of the strength of patented fluoropolymer seaming technology that addressed a key concern in the pulp and paper industry – the tenacity of such seams.
Six published stories about the fluoropolymer technology appeared in a variety of key publications, including Pulp and Paper, Paper Age, and other major industry press.
It was important to the client that they enter several markets, and McDAY created a plan to enter two markets immediately. The plan allowed for later expansion into six independent markets so that the company could grow with the product. This gave the company time to hire employees and produce a brochure, ads, and sales collateral for each individual market. The resulting design was developed for all printed material and could be used across all targeted markets. A uniform brand was created that could easily be expanded.
The launch into initial markets resulted in great enthusiasm, creating a demand which initially exceeded the company’s capability. Positioning the product, as well as its name, was integral in the success of the product launch. The company had tremendous name recognition in the silicates market and was able to use this awareness as a springboard for the launch, giving it a great advantage. The product name reiterated the main benefit of premium quality at a reduced cost.