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CASE STUDIES
Klöckner Pentaplast
A leader in the packaging film industry for more than forty years, Klöckner Pentaplast has built a solid reputation for high-quality products, innovative technology, and providing superior service for a diverse group of clients that package food, medical devices, pharmaceutical products, and beverages, to name just a few. They are a global company offering innovative products and solutions to meet the changing needs of the packaging industry worldwide.
Although Klöckner Pentaplast's reputation as an industry leader has always been strong, the company realized it could not rest on its laurels as it faced increased international competition. Furthermore, all operations were being run under the auspices of either kpA (the Americas) or kpE (Europe & Asia), resulting in divergent messages. In order to be a global powerhouse, kp needed to integrate its marketing strategies to present a unified front.
The first step in creating a unified front was to launch a global website offered in six different languages. The website was the platform to singularly communicate to existing and potential customers the company's mission, values, product offerings, and what sets them apart from their competition.
Payne, Ross was also commissioned to revamp kp's logo and correspondence package. The result is a more modern, eye-pleasing logo, as well as an updated correspondence package including: letterhead, business cards, PowerPoint template, etc. Payne, Ross also put together a 43 page document of brand guidelines, translated into seven languages, which reiterates the new unified voice, and a global company view.
In the process, Klöckner Pentaplast was able to streamline its product offerings and naming system to create one detailed brand architecture configuration. This new configuration was made into a wall chart, to be hung in all office locations, and a pocket guide, printed for all employees, both again in seven different languages. Payne, Ross was integral in managing the design and completion of these comprehensive visual aids.
Payne, Ross & Associates was awarded the 2007 EMMA for Best Overall Marketing for its integrated efforts leading up to the Pack Expo 2006 trade show and the launch of the global website at the annual awards gala of the Central Virginia chapter of the American Marketing Association.
