Challenge
To diversify its product portfolio and expand its manufacturing capabilities SWM (NASDAQ:SWM), a provider of highly engineered solutions and advanced materials, made a series of strategic acquisitions to grow the company’s Advanced Materials & Structures (AMS) segment and add resin-based technologies and products. Key acquisitions included DelStar Technologies, Argotec LLC and Conwed Plastics. The purchase of Argotec, a global leader in the production of thermoplastic polyurethane film and sheet, was done in October 2105. At the time, we were managing the Argotec website, Digital Marketing and Social Media. The Marketing activities we managed contributed to the success of the business, which sold for $280M in cash. Based on positive feedback from the Argotec management team, the SWM Director of Communications moved our contract to the Corporate level and we expanded our services and support to cover the newly expanded SWM enterprise.
Solution
To reflect the new businesses SWM embarked on a major website redesign. Our agency played a pivotal role in the web project. Having designed and developed the Argotec website and being familiar with its product offering and industry positioning, we had strategic insight into the requirements needed of the new site to fit the films business. We worked closely with the internal stakeholders, SWM and the web development team to design and develop a website infrastructure that would serve the needs of the diverse businesses and complex product portfolio. The result, a dynamic, content-rich website. It is a lead generation platform and resource for a variety of audiences including, customers, investors, media and prospects. SWM required significant support in the area of Social Media to merge the acquired business cross-channel profiles. LinkedIn was a particular challenge due to its restrictions. Commencing in August 2017, we led a “Follower” campaign to get the acquired business followers and employees to move to the SWM Intl. company page which had 3740 followers, today it has 9680. The effort was a success but it took a lot of creative tactics and communications to achieve the desired outcome.
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.