Since its formation in 1959, Packaging Corporation of America (PCA) has delivered innovative packaging solutions and great service to its customers.
So, in keeping with that dedication to continually find new ways to allow brands to stand out above the competition, the Cheswick, Pennsylvania plant purchased a machine that can produce magazine-quality printing directly on the packaging. And they wanted every prospective and current client to know about it in ways they could understand quickly and easily.
The machine itself is enormous and complex, so it didn’t come as a surprise that explaining its features and benefits to current and prospective customers would be equally complicated. PCA needed a way to simplify the messaging around this new printing option and communicate it quickly, simply, and in ways that resonate across their audiences. PCA also needed a way to easily communicate these solutions to their sales teams located around the country.
After meeting with the client, touring the facility, and doing some deep research into the machine itself, we rolled up our sleeves and got down to creating a strategy.
First we made a product video that strips away the jargon and clearly highlights the benefits of the machine as it relates to client needs. Then, we sent out our photographer to get high-quality images of the machine and facility to be used across marketing assets. We also designed a series of content pieces—a demo piece, presentation slides, tri-fold brochures, and other printable assets—to optimize the sales process.
This partnership has allowed PCA to communicate the benefits of this brand new printing option and offer their clients a whole new level of possibilities when it comes to making their brand pop. They are taking the resources we made them on the road to all of their plants to equip their sales team as they promote the new machine to their clients nationwide.