Disrupting Atlanta's Supply Chain Ecosystem: Start At Point A
When Georgia-Pacific, one of the world’s largest pulp and paper companies with one of the nation’s biggest and most complex logistics and supply chain operations, needed help launching a supply chain-focused innovation center, we grabbed the proverbial baton and ran with it.
With just eight weeks to pull off the project, Arketi embarked upon an intensive integrated communications and marketing project to bring the facility to life. This included naming the center, building a brand and creating engaging messaging that served to recruit 13 partners and secure media in trade and local publications.
HOW WE DID IT
THE RACE BEGINS We sprinted out of the blocks with a three-fold plan: Extensive research, comprehensive planning and aggressive execution to meet the program’s goal to position the center as a disruptor in Atlanta’s supply chain ecosystem.
An Unearth session with Georgia-Pacific executives and stakeholders helped us discover more about the reason behind the center, current environment, partner personas and competitive landscape. Findings were paired with research on the 30-plus corporate innovation centers already in Atlanta; and research on media coverage of recent innovation center launches and supply chain advances.
Next came planning to position the innovation center as a disruptor in Atlanta’s robust supply chain ecosystem; and to target different yet crucial audiences – potential corporate partners, key media
and Georgia-Pacific employees. The rapid-fire, two-month engagement focused on naming the center, crafting messaging, building a brand, creating print, motion and digital marketing material, and leveraging media coverage for the launch event.
After several name-storming sessions that generated 100 potential titles for the center, Georgia-Pacific execs and stakeholders chose Georgia-Pacific Point A Center for Supply Chain innovation.
GAINING MOMENTUM With name in hand, Arketi shifted our focus to message development and brand creation, including a four-page brochure for internal audiences and a 140-second promotional video highlighting the vision behind Point A.
Additionally, we began a media blitz to generate buzz from Atlanta business leaders and the wider supply chain and manufacturing community. This included crafting messaging, supplying media training for executives and coordinating media interviews.
THE RESULTS WE ACHIEVED
GOLD-MEDAL FINISH At its launch, Point A had secured eight partners and within six weeks had 13.
Messaging and Q&As armed executives with the communications they needed to sell Point A inside and outside the enterprise and generate the excitement they originally sought.
“At first, launching Point A in eight weeks seemed insurmountable. Arketi’s enthusiasm, creativity and marketing know-how helped us meet – and even exceed – our need for a successful, and even disruptive, innovation center launch.
Kevin Heath SVP and Chief Procurement Officer - Georgia-Pacific
Key print, motion and digital marketing materials generated strong results that included:
- 1,565 unique page visits with an AVG Time on Page of 3:47 minutes
- a paid LinkedIn campaign delivering 24,242 ad impressions driving 13.23% of website traffic with a ClickRate between 1.215% and 2.914%
- an exclusive Atlanta Business Chronicle front-page feature article and coverage in other key trade media outlets – together reaching close to 918,000 readers.
RECOGNITION Other than a successful publicity plan that attracted 13 corporate partners and extensive media coverage, the integrated communications and marketing campaign won industry recognition with two Phoenix awards from the Public Relations Society of America.