Empowering employees, says Case Paper’s CMO, helps company to exceed consumer expectations
Why did you decide to rebrand?
There was always an entrepreneurial spirit within Case Paper, but we needed to build an architecture within the organization. We needed some shaping, some forming. We were 75 years old, but still like a startup because we didn’t have a foundation that we carried through over the years. It was time to cherry-pick the key components that were going to be the architecture that we lay everything else on. It had to be more than just a marketing scheme; this was built into the fabric of who we were. In the very beginning, we knew we had a voice, but what could we do with all of these great stories and the employee engagement that we had? How do we corral all of that and harness it to build off of it?
How do you describe the company’s customer service focus?
Our customers have always been front and center for us, to the point where we would go to extraordinary lengths to support our customers. Back when we were just in NYC, we centered on slogans like, “We never keep a press waiting.” We were there for you when you needed us, and a lot of times, it was when you needed us quickly. That mindset also supports our new purpose-driven statement, “On the Case.” It really summed up, in three words, how we take delight in doing something more for our customers, whether that be going that extra mile for them, making that extra phone call, sending that extra email, following up on something just to double check it’s right. Those little things build relationships with customers that go far beyond any big gestures.
How did bring your new tagline to life?
We prioritized an internal launch. One of the first things that we did was activate the first-ever employee recognition program at Case Paper, aptly named “On the Case,” or the OTC awards. Employees from different divisions built this program together. What we’re finding is that we’re getting these amazing stories and employees are owning “On the Case.” They’re changing it, they’re adding to it. There’s so much color and dimension that’s being built because they are personally connected to “On the Case.” They each have their own connection; that’s what makes it powerful, makes it real. That’s how you get buy-in. Probably more than anything, I’ve learned that you need to empower your employees to be a part of the decision-making to bring something like this to life.
How did you incorporate humor into the rebrand?
What’s next with “On the Case”?
First, we’re building that foundation internally; the next step is our customers. Most of the time, we’re “On the Case” because they have short deadlines. They don’t have two weeks to do a job anymore. When something happens in the marketplace, they make a decision. By the time it filters down to the print service provider that you’re using, there’s not much time, so they need a reliable partner who’s going to have product on the floor, can deliver things quickly, and also present new, different papers—and even opportunities to add to the marketing budget by doing custom sizes. All of that brings value to them, and ultimately, they are doing that all for their customers. What we’re doing is making that process easier, quicker, more seamless, along the way making them financially stronger as well as making their platform and their service to their customers stronger.
This article first appeared in www.adage.com
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