PMA Annual Conference Marketing Presentation May 2010

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PMA Marketing Progress in 2009

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In 2009, PMA added a new benefit for members:

An association-wide marketing

communications program

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Program Overview

Purpose

•  Promote cast polyurethane’s benefits

•  Promote the PMA as a whole •  Build positive buzz surrounding cast polyurethane and the industry •  Reinforce that the PMA is the organization to trust for information and

resources in cast polyurethane

Program Overview

2009 Marketing Year in Review:

•  Established a new brand position •  Created a new tagline •  Crafted a core narrative •  Developed electronic communications •  Implemented a public relations program •  Achieved 4x program costs in PR Advertising equivalency

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Program Overview

PMA’s Brand Position

The PMA connects members and markets in a way that actively fosters the exchange of information, ideas, practices and opportunities for individuals, companies and industry growth.

Program Overview

PMA Tagline

Our strengths. Your gains. A direct appeal to external target audiences and member companies regarding the “strengths” cast polyurethane has as a material of choice. Additionally, it emphasizes the many benefits of membership in the PMA.

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Program Overview

Core Narrative

Want Versatility? Reliability? Durability? Manufacturability? One material does it all: cast polyurethane. And one organization connects you to all the best benefits and the best companies in the cast polyurethane industry. That’s PMA, the Polyurethane Manufacturers Association.

At PMA, we’re leading the way to growth that leverages the power of cast polyurethane. As the exclusive organization dedicated to this versatile material, PMA is the industry’s trusted resource for the latest technology, practices and knowledge. We’re committed to accelerating our members’ success both by promoting polyurethane’s many advantages over rubber, plastic and metal and by advancing new business opportunities in diverse markets. Meanwhile, we continue our successful tradition as the lead policy advocate for our industry, empowering polyurethane processors and suppliers in a changing regulatory environment.

That’s how our members win, their customers win … and consumers win, too. It’s all thanks to the superior products made possible by PMA members and polyurethane—versatile, reliable and so much more.

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Program Overview

Marketing Campaign

Purpose

Introduce the PMA brand through the creation of a campaign theme and marketing materials meant to speak to target-specific audiences and promote applications for cast polyurethane such as alternatives to rubbers, plastics, metals, etc.

Objectives •  Equip current and prospective members with powerful, new

conversations via website, collateral materials, etc. to help attract and retain members

•  Build the reputation of the PMA and promote the cast polyurethane industry through public relations initiatives

•  Leverage member successes and the involvement of leading companies to advance the cast polyurethane industry (e.g., utilizing new processes, finding innovative solutions, etc.)

•  Expand current PMA news vehicles to add new value to members

•  Educate members on how to better utilize PMA membership to reflect their leadership position in the industry

Marketing Campaign: Driving Awareness

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Target Audiences

•  Decision makers critical to the specification of cast polyurethane •  Design engineers, materials engineers, OEMs

•  Prospective members •  Current members •  Trade media and other influencers / communications channels

Marketing Campaign: Driving Awareness

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Campaign Theme

Marketing Campaign: Driving Awareness

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Execution •  Overview brochure – Informs and

educates the marketplace about the many applications of cast polyurethane and appeals to prospective members, as well

•  Full-page print ad – Placed in conference tradeshow dailies and other targeted publications

Marketing Campaign: Driving Awareness

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Marketing Campaign: Driving Awareness

Brochure

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Marketing Campaign: Driving Awareness

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Tradeshow Banners

Marketing Campaign: Driving Awareness

Print Ad

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Public Relations

What Is Strategic PR? •  The process of controlling the public perception of your

organization •  A concerted, continual effort to maintain positive, self-sustaining

relationships with the people who influence the marketplace and drive industry opinions

Public Relations

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Public Relations

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Benefits to Members •  Increases awareness of PMA and its value to the industry •  Creates an environment receptive to members’ sales initiatives •  Educates target audiences on cast polyurethane benefits and

applications

Message Placement in the Media Placement Methods •  Press release •  Story pitches •  Letter to the editor campaigns •  Blogs Targeted Publications •  Plastics, Rubber and Metal Trades •  Design •  Materials •  Manufacturing

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PR: Media Placement

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Cast Polyurethane Backgrounder PMA Media Backgrounder

PR Communications Materials

2009 Program Results

•  PR placements reached 466,692 individuals •  Resulting in $165,307 advertising equivalency

•  Targeting those in the plastics, rubber and metal industry

Public Relations

PR Successes

PR Successes

2010 Sneak Peek

•  Membership Survey –  Purpose: To gain additional insights about the cast polyurethane

industry. –  Benefits:

•  Media content •  Shared information among members

2010 PR Initiatives

2010 Sneak Peek Continued

•  Social Media –  LinkedIn –  Facebook –  Blog

•  Print Media •  Continue to build relationships/partnerships with universities and

colleges •  Speaking opportunities at various tradeshows

2010 PR Initiatives

With Your Help, We Will Increase Our Success

Member Participation

•  Case studies

•  New product / material developments

•  Industry updates

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Questions

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Thank You

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