Actively Branded
Film-tastically fit for Purpose
Brief
Wendel Group acquired CSP Technologies, Inc. in January 2015. A new Vice President of Sales and Marketing was hired to establish a strategic marketing program to drive growth for the business. In January 2016, Amelia was contracted to serve as the Interim Director of Marketing Communications on a consulting basis. The company, a material science specialist delivering innovative, highly engineered, active packaging solutions that protect sensitive products, had traditionally been a Sales-driven organization. Marketing was a new element of its overall growth strategy. She was engaged to lead the Marketing initiative and develop a strategic Digital Marketing program for the business aligned with its Commercial strategy.
Deliverables
The company had an old website and an outdated brand, and it did not reflect its high-value product portfolio and capabilities. Working with a creative agency, we developed a new brand identity and launched a new website with a refreshed modern logo, and tagline, “Your product, actively protected.™” Having significant experience in brand design and management, Amelia worked closely with the Legal advisory committee to manage the company’s trademark portfolio to ensure its trademarks were maintained correctly so the business could realize the value. The company had historically focused on patent protection but didn’t understand the nature of branding. “Patents expire, trademarks don’t.”
She also introduced the company to video as a useful Digital Marketing tool. She contracted a video production team to develop short-format educational videos and animations to communicate complex technical messaging. The Activ-Blister™ solutions video realized much success in reaching a broad audience and driving leads for the business. The videos were constructed to convey science-oriented content in layman’s terms to spark an understanding of what the company’s active polymer technology platform is and how it can be applied across a diverse product portfolio.
Results
As the Interim Director of Marketing Communications, Amelia assisted the Wendel Group and the CSP Technologies Leadership team in the company’s strategic positioning to emphasize its material science expertise and proprietary capabilities in active solutions for Pharmaceutical and Food packaging. In August 2018, AptarGroup, Inc. (NYSE: ATR) acquired CSP Technologies, Inc. for a record-breaking $555M in cash. It is a career highlight for Amelia to have been part of the Marketing team at the time of this successful purchase.
