Atrion: New Personas and Messaging for Manufacturing Software Company Turns GREEN INTO GOLD

Challenge:

Atrion was a provider of product and regulatory compliance solutions for chemical manufacturers. Their primary targeted buying persona held a Director-level compliance title, but they wanted more C-Level engagement within their targeted market. The company wanted to become more strategic within its target market, however, the company’s current message was focused on product features and benefits.

Our Work:

• Red Javelin collaborated with Atrion’s team to define targeted C-level personas.
• The team extensively researched Atrion’s targeted market’s sustainability, social responsibility and safety programs and crafted a new set of C-level messages around “Corporate Green” which resonated with their target market’s Corporate Social Responsibility (CSR) efforts.
• Established a leadership commentary and byline program using company experts in green technology and environmental health and safety.
• Instead of focusing on compliance, the team proactively pitched and secured customer and corporate coverage on hot environmental topics.
• Red Javelin developed content for a comprehensive collateral system including brochures, whitepapers, and case studies.

Results:

• PR efforts resulted in regular coverage in vertical trade publications including Specialty Chemicals Magazine, Chem Manager Magazine, Chemical Processing Magazine, and Paint & Coatings Industry Magazine, Chem Advisor, Managing Automation, Chem Europe, Supply & Demand Chain Executive, and Chemical Watch.
• Several bylines were secured to position Atrion as an environmental expert as it related to chemical manufacturing and transportation.
• The company achieved its business objective and was acquired by IHS – a billion dollar firm.