Our challenge ... the creation of a new stand-alone entity, the product of a divesture from BASF's Inorganic Specialities business. Before being acquired by BASF a decade ago, the Callery name had been recognized as a world leader in boranes and alkoxides, with specific expertise in the safe handling of diborane gas and the production of potassium metal. The newly divested business, facilitated and acquired by Edgewater Capital Partners, brought a whole new level of energy and growth capital, so the Callery team called on the fh group to help evaluate renaming, new branding and to develop market position to help fuel an integrated marketing and communications program that would give the new entity broad exposure in the market as a specialty chemical expert.
The approach by fh group included:
fh group conducted an in-depth discovery session with key Callery stakeholders in order to understand their company structure, their ideal customer, and the factors that set them apart from their competition. The session unveiled a number of characteristics to focus on, including a strong emphasis on product performance, reliability, customizable solutions, and customer engagement.
Armed with this knowledge, fh group set out to develop and design a seamless integrated marketing campaign comprised of a number of channels, including:
- Direct mail
- Email marketing
- On-site photography
- Logo development
- Print ads
- Strong, consistent brand elements
- Website Sessions increased 162.15% over one year
- Websites Users increased 154.13% over one year
- Organic Search increased 538% over one year