Baystar Brand Strategy and Execution

Challenge:

Baystar engaged Vera Causa to kick off an extensive brand strategy and campaign execution project. The project plan kicked off with primary qualitative research, moved through a complete brand strategy and then full campaign launch.  

Solution:

Research insights and leadership consultations informed our unique and impactful market position for this rising company—less business to business, more person to person. For customers in the PE space, they wanted the fresh, agile and people-centric approach Baystar was able to bring to the market, less big and slow faceless corporation, and more relationships and custom solutions. Everything in our brand strategy and subsequent campaign was about the people that make Baystar unique, and the ways they make their customers’ lives better. We highlighted the fun and approachable nature of a company in a category that often lacks creativity and personality.

The tagline was developed to hit the nail on the head, simple, impactful and unexpected – Happy customers. Polyethylene resins.

The integrated communications and marketing plan spanned traditional and digital channels, PR initiatives, website, social channel development and corporate and sales literature.

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·      Customer intelligence and research

·      Strategic 5-year marketing plan

·      Yearly tactical plans

·      Name and brand ID

·      Design collateral

·      Campaign management and execution

·      Automated email marketing and CRM integration

·      Website design, development and management

·      Social media management

·      Media Relations + Crisis Management

·      Content development and publishing

·      Trade show booth design and event management

·      Customer experience planning

Results:

Results in year-one of the campaign hit well above their weight class in a competitive category with bigger players and marketing budgets. We were able to move the needle in quantifiable and anecdotal ways with the customers that counted. Above the data, the feedback from the market was extremely positive, appreciating a fresh and new face that does things a little different.

·      29.1k website users and 2k website conversions

·      4M media impressions and 11.6k clicks to site

·      28.7% email open rate (avg)

·      83.1K search impressions, 2.1K clicks

·      32K LinkedIn impressions, 2K engagements, 6.8% engagement rate and 6,957% YoY follower growth