JPL was recently honored with a Gold MarCom Award for its campaign and branding work for KYDEX, LLC, the world’s leading producer of thermoplastic sheet for airline interiors, medical components, retail applications and more.
KYDEX needed to reposition the company with its target audience and improve the quality of its leads. The business was thriving, but leaders wanted to take it to the next level by being the first choice of designers, an elusive audience and the primary decision makers for selecting their materials. The goal was to reposition the brand, move it up the value chain and land premier customers that deliver more profitable work. But first, they needed to change the industry perception of their brand.
Through extensive research, JPL developed a deep understanding of their target audience and showed KYDEX how they could better position the brand and differentiate it from the competition. JPL planned and rolled out a series of integrated programs focused on elevating the brand positioning, increasing trade engagement and generating interest and leads with high-value prospects. In less than two years, JPL was able to reposition the brand and drive greater engagement online and at trade shows. The business has landed new premier clients, resulting in record profit margins.
“Before we engaged JPL we were just another materials provider in a commoditized market. Today we’re producing less product and being paid more. We wanted to move up market with a repositioned brand, and JPL helped us do that,” said Ronn Cort, president of KYDEX.
The effort reinvented the brand, reinforced its dedication to service, and changed perceptions in the design industry. KYDEX immediately received invitations to connect from previously unreachable upper-echelon designers. KYDEX is now recognized as a design-forward firm and unique industry heavyweight.
The MarCom Awards is an international creative competition that recognizes outstanding achievement by marketing and communications professionals. Entries come from corporate marketing and communication departments, advertising agencies, PR firms, design shops, production companies and freelancers. The MarCom Awards is administered and judged by the Association of Marketing and Communication Professionals. There were more than 6,000 entries from throughout the United States, Canada and several other countries in 2012.
About JPL: JPL crafts strategically inspired communications that connect with people and affect what they do. JPL is an integrated agency specializing in digital, B2B marketing and advertising, media production and internal communications. Founded in 1989, the firm services leading regional, national and global organizations.
About KYDEX, LLC: KYDEX, LLC, a Sekisui Chemical Group company, is a U.S.-based global leader in specialty thermoplastic sheet design and manufacturing serving global clients across a diverse spectrum of industries including aviation, mass transit, medical devices, retail and industrial and equipment housings, among others. From initial inspiration through final implementation, KYDEX serves as a trusted partner to its clients, providing limitless custom color choices, varied textures and finishes and fully-compliant products. Delivering exceptional value, responsive service and breakthrough solutions that are second-to-none is the mission of every member of the KYDEX team. Visit www.KYDEX.com for more information.