Inter Pipeline took on the ambitious project of building a first-of-its-kind petrochemical facility producing recyclable polypropylene in Fort Saskatchewan, Alberta. The >$5 Billion investment represented a huge economic milestone for Alberta’s energy industry. The challenge presented to Vera Causa: name, brand, and develop a long-term go-to-market strategy for the first-of-its-kind producer in North America.
We conducted extensive customer intelligence and research to better understand market needs and determine positioning. Commodity buyers were looking for new energy and a change-up from the status quo. They were increasingly looking for partners committed to sustainable, future-focused solutions, backed by personalized service. The company’s business model was designed by the industry, for the industry. Based on research findings, we developed a name, brand promise, and accompanying brand style guide, as well as the following components to support a brand launch.
Brand development: Named and branded HeartlandPolymers to emphasize Canadian roots in Alberta’s heartland region.
Tagline development: We Believe in Better became the brand promise, from better customer service to quality products, better location, and transportation.
Strategic planning: Developed a five-year marketing plan, including yearly tactical strategies.
Digital presence: Designed and managed a website, integrated CRM and automated email marketing, and handled all social media and community management to engage potential buyers and stakeholders.
Content creation: Curated content for ongoing publishing to establish Heartland Polymers as an industry thought leader—and to stand out among the competition for its personal touch.
Event management: Created trade show booth designs and managed event logistics for effective customer engagement at industry gatherings.
Public relations: Oversaw media relations and stakeholder communications to build credibility and visibility in the marketplace.
The campaign was aimed at buyers and resellers of polypropylene products across multiple North American manufacturing verticals, emphasizing Heartland Polymers’ competitive advantages, including low GHG emissions and cutting-edge technology.
Heartland Polymers exemplifies how a fresh approach and bold vision can reshape an industry. As we continue our partnership, our goal remains clear: to deliver lasting value for both Heartland and the communities they serve by promoting a people-first, future-oriented brand that champions innovation and sustainability.
“Building the HPC production complex and then naming, branding, and bringing Heartland Polymers to the marketplace is the single biggest effort in Inter Pipeline’s history. We couldn’t have partnered with a better team to mine the deep in sights and create a fresh new brand that put us on the map.” - STEVEN NOBLE, MANAGER OF CORPORATE COMMUNICATIONS/ INTER PIPELINE
