Fresh image injects new life into plastics brand

4 June 2008

Rutland Plastics manufacture high quality bespoke products for a wide variety of industries. It offers a full range of plastic injection moulding services from design and mould making to injection moulding, assembly and machining. The company wanted to attract new customers to the injection moulding process as there was a perception in the marketplace that it was not possible to produce components with fine detail by injection moulding. Rutland Plastics needed to change that view and so engaged the expertise of the Quiet Storm team.

The aim, within a limited budget, was to freshen the message and overall image through advertising, the internet and exhibitions. Potential customers had to be able to easily grasp the benefits and range of possibilities available with injection moulding.

The design theme to be carried though focussed on ‘detail’. Plastic components were photographed in the Quiet Storm studio to clearly show the features of the products. These images could then be used throughout the campaign.

A series of five advertisements were designed. Each ad used the same images and text but included a different web address so that the response from each one could be measured. The advertisements promoted the benefits of injection moulding and invited people to call or visit the website for free specialist advice. To ensure consistency of the message, Quiet Storm created a web template, using the same design idea as the advertisement. Rutland Plastics were able to work this through their site and populate the pages themselves.

New exhibition products were also required for a 4 x 3 shell scheme. This consisted of two roller banners and a pop up stand with podium. To engage the audience at a forthcoming event, Quiet Storm suggested a competition leaflet that would bring the company to the attention of exhibition visitors and draw them to the stand. The A5 leaflet promoted a Ferrari driving day and would be handed out throughout the exhibition hall. In order to answer the two questions in the offer leaflet, prospective customers would have to look at the messages on the Rutland Plastics roller banners. Completed entry forms then had to be personally handed to a member of staff manning the stand. Three benefits were reaped from this approach. Prospects had to read the promotional information on the stand, provide personal data and finally, engage with a member of staff.

Commenting on the campaign materials, Rutland Plastics Marketing Manager, Stuart Lovett said: “Quiet Storm worked perfectly to our brief and I can’t remember such a painless development of marketing material. I look forward to working with the team again in the future.”

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