Client: Tnemec — Since 2002, Bozell has provided marketing and communications for Tnemec Company Inc. Tnemec is one of the largest privately held coatings companies in the United States. Tnemec manufactures more than one hundred architectural and industrial coatings. Their products are used in the Architectural, Industrial, Water and Wastewater Processing, Water Tank and Processing and Manufacturing industries.

A United Brand
Tnemec came to Bozell with a fragmented brand. They needed our help in uniting the look of their Tnemec brand with their two other brands, StrataShield Floor & Wall Coatings and Chemprobe Masonry Coatings. The goal was to create a look for each brand but also have them look and work together, like a family. Each brand needed to stand alone, yet also have the capability to work in conjunction with pieces from the other brands. We developed brand guidelines which included logo, stationary, photography and collateral guidelines. We updated collateral pieces such as industry brochures, application guides, color cards, product data/criteria sheets and product flyers to incorporate the new look and feel of the brand. In 2006, Tnemec assigned us to a comprehensive catalog project which involved developing the functionality and design for a package which included a ¾” binder, 2” binder, presentation folder, CD/DVD holder, tabs, a table of contents page, page lifters, a pocket folder insert page, and product sample envelopes. Along with this process, Bozell was a consultant to Tnemec as they did an extensive overhaul to their Web site. We provided insight on how to carry over their brand look and feel to the design and functionality of the new site.

Lead Generation
Tnemec was unsatisfied with the number of leads being generated from its current media placement of the “Premier Finishes” print campaign. Lead response was low and leads could not be pre-qualified. As a result, sales representatives began to consider the leads useless. The agency re-evaluated the various trade publications and their audiences to determine where to resume the campaign to achieve increased success in lead generation and recognition among the primary target audiences (commercial architects and specifiers). The goal was to find publications that were specifically targeted to both the commercial architect and specifier, contained a strong editorial focus and be perceived among architects as top of mind. Based on agency findings, it was recommended that Tnemec utilize a publication that was specifically targeted to the commercial architect and specifier, had stronger editorial focus in B2B and was top of mind with architects. The same creative was placed in the newly recommended trade publications. In one month’s time, lead generation via BRC increased by over 300%. Tnemec was also recognized by the publication with an Award for Excellence in Advertising.

Public Relations
The Bozell public relations team has assisted Tnemec with several key marketing initiatives such as trade media publicity, media monitoring and analysis, tradeshow support, Web site content, crisis communications and planning and media training.

Feature Articles
Bozell has authored numerous articles based on presentations and interviews with Tnemec technical service engineers for placement in industry publications. The common theme in all of the articles is the technical innovation which has led to major market advances in specific architectural and industrial categories.

This article, which appeared in the September-October issue of eco-structure magazine, is based on a program presented at the 2006 American Institute of Architects National Convention and Design Exposition in Los Angeles titled “Impact of SCAQMD Rule 1113 on High Performance Architectural Coatings” and several Tnemec project profiles. The presentation was given by John Miller, director of sales development for Tnemec Company, Inc., who is a National Association of Corrosion Engineers certified coating inspector and Construction Specifications Institute certified document technologist. Bozell wrote the article from a PowerPoint presentation and interview with Miller.

Web Site Content
Working with the company’s knowledgeable technical service representatives and research and development staff, we have developed an extensive portfolio of case histories for each of the company’s core markets. Content consists of high-visibility projects in several specific categories, along with product performance data measured by criteria such as color and gloss retention, resistance to ultraviolet light, weathering, abrasion, corrosion and impact.

In addition to project profiles, Bozell worked directly with each of the company’s 37 independent sales agencies to develop introductions, curricula vitae, contact information and project profiles for each office and its staff. In addition to highlighting the experience and technical expertise of its coating consultants, the agency profiles provide a way to align Tnemec’s sales network with architects, engineers, general contractors and project managers in their respective markets.