Norplex-Micarta

 
Project a company well-respected in its core markets into expansion markets, and prepare for international development.

Challenge

Norplex-Micarta is a manufacturer of thermoset composite sheet materials for numerous high-reliability markets, such as military, transportation, and aerospace. Though Norplex-Micarta is the largest and most successful company of its kind in North America, the company enjoyed little market recognition. Interestingly, its products are frequently ordered by product code by customers well versed in their properties and advantages. Our challenge was to project a company well-respected in its core markets into expansion markets, and prepare for international development.

Solution

Ward Hill Marketing recommended that the company use its vast product inventory as a basis for its marketing, emphasizing at every opportunity the complexity, benefits, and appearance of its composite sheets -- but in the form of 1" by 1" beveled samples that show their layer-by-layer composition. An immense number of samples were cut and photographed, representing the main categories of the company's vast inventory. A new web site was designed, featuring these product "chips"; application sheets and technical articles were written, showing the company's understanding of its expansion markets and the products that address them. Finally, an extensive print and digital advertising and direct mail campaign was launched to promote the company's brand and applications expertise across the breadth of design engineers in a position to spec the Norplex-Micarta product line for applications in which durability, thermal control, and corrosion resistance are paramount.WHM also set up a micro-site for Norplex-Micarta to promote anti-ballistic products, especially those that address the needs of the U.S. Department of Defense.

Result

Norplex-Micarta has grown dramatically during the past 10 years, has a strong market position in China, and is a well-respected supplier of anti-ballistic products for the U. S. Military. The company's web site is a primary industry source for thermoset composite sheet material for high-reliability applications in numerous markets.