THE BRIEF
Since 2020, when AD Communications first started working with flexo solutions developer Miraclon, key trends and industry topics – for example, productivity, reduced time-to-market, changing customer demands and evolving consumer behaviours – have all been part of Miraclon’s message. But sustainability has always been at the centre of the story.
However, while sustainability underpinned Miraclon’s technology proposition, with environmental performance now a deciding factor for customers choosing a long-term supplier, they needed practical communications assets that clearly outlined the facts, offering detailed explanations and examples of sustainability in practice.
The purpose was twofold.
Firstly, to support the Miraclon team to clearly articulate the brand’s sustainability story and respond credibly to questions from customers, suppliers, journalists and partners. And secondly, to support customers seeking information on Miraclon’s sustainability credentials, whether online or in face-to-face discussions.
THE STRATEGY
Our experience of working with technology and consumables brands in Miraclon’s target sectors means we understand these audiences’ priorities where sustainability is concerned. This put us in a strong position to communicate the sustainability advantages of Miraclon’s FLEXCEL NX Technology.
The team wanted a straight-talking asset that would answer stakeholder questions about what Miraclon is doing to improve its sustainable practices, without any vagueness or ‘greenwash’. Miraclon had already worked on summarising its core sustainability messaging. Our role was to interrogate that messaging and stress-test the proof points, then work on conveying them in straightforward terms that sales teams could talk about comfortably and customers would understand.
THE TACTICS
Having worked with the Miraclon team to precisely define the specific sustainability benefits of FLEXCEL NX for customers, we crafted the information into a comprehensive and visually appealing 12-page guide: Achieving sustainability credentials that imPRESS: How Miraclon can help you towards your sustainability goals.
Content structure
The guide begins by asking the key question frequently asked of converters and trade shops, “How sustainable is your production?”. It goes on to offer market context and statistics, explain the onpress performance benefits of Miraclon’s FLEXCEL NX Technology, and outline Miraclon’s broader sustainability initiatives.
Importantly, this content is brought to life by real customer experiences and features testimonial excerpts from converters already using the technology.
Bringing the design to life
The next step was to take the written content and present it in an impactful format that would reflect the environmental subject matter.
We proposed visuals that were bold and sustainability-led which respected Miraclon’s brand identity and technology focus.
Imagery coupled with impactful typography and infographic-style elements makes the guide easy to read while calling out the key messages.
Building confidence
The end result is an elegant and highly visual guide that empowers Miraclon’s sales team to confidently and credibly address the topic of sustainability in conversations with customers and prospects, while also functioning as an important online marketing asset.
And users of FLEXCEL NX Technology can use the guide’s contents to explain their own commitment to sustainability, an increasingly important criteria for brand owners when selecting packaging producers.
THE OUTCOMES
- Easy to digest customer-facing guide hosted on the sustainability landing page on Miraclon’s website.
- Approved messaging suitable for adaptation for use in wider sustainability assets and conversations.
- Critical sales team confidence in sustainability-focused customer conversations.
