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Case in Point

To move the needle on the company goal of global leadership, MWV created a plan to launch a supplier diversity initiative. West Cary Group (WCG) was chosen to help MWV develop marketing materials to promote the initiative.

Client Company Info

MeadWestvaco Corporation (NYSE: MWV) provides packaging solutions to many of the world’s most admired brands in the health care, beauty and personal care, food, beverage, media and entertainment, home and garden, tobacco, and commercial print industries. The company’s businesses also include Consumer & Office Products, Specialty Chemicals, and the Community Development and Land Management Group, which sustainably manages the company’s land holdings to support its operations and provide for conservation, recreation and development opportunities. With 17,500 employees worldwide, MWV operates in 30 countries and serves customers in more than 100 nations. MWV manages all of its forestlands in accordance with internationally recognized forest certification standards and has been named to the Dow Jones Sustainability World Index for the sixth consecutive year.

Challenge

WCG began its marketing strategy by setting clear, distinct goals for the client. To be successful, the deliverables needed to:

• Increase potential supplier awareness of MWV’s diversity focus
• Express MWV supplier diversity values, including pride of ownership, innovation, customer service and quality
• Reinforce MWV’s new brand image
• Deliver finished collateral in time for the May 4^th Virginia Business Opportunity Fair

Solution

WCG performed a competitive assessment. What became evident was a “sameness” to the messages in the marketplace and a lack of substance. Sentiment such as “it’s the right thing to do” and “we value diversity” rang somewhat hollow. In response, at every opportunity in the Development phase, WCG sought to differentiate MWV from the competition. WCG created messaging that focused on the strategic benefit of diverse suppliers—the power of their ideas, flexibility and nimbleness, and their innovation.

To emphasize this message, WCG employed several tactics in its project output. Communications solutions included:

1. Copy that supported the theme and imagery that showed diverse individuals side by side with their corporate partners, making recommendations and adding value
   
2. Striking visuals that contrasted the blue MWV identity against a black background
   
3. A brochure and trade show booth that worked in an integrated fashion, sharing look and feel, but with somewhat different purposes
   

Even with fierce competition from other companies on trade show floors, the booth captured attention. Brochures provided details about MWV’s diversity strategy and positioned MWV as a company that truly values the contribution of diverse suppliers.

Throughout all of the communications, MWV’s brand was featured prominently. The MWV tagline was emphasized in the brochure to intrigue prospective suppliers. It illustrated the power the company wields in terms of consumer packaged goods, selection and preferences.

Outcome

The Assessment stage showed that the promotional materials created by WCG were a success. This integrated campaign captured the opportunities MWV held for diverse suppliers and communicated a resonant message that spoke to the value of supplier diversity—pride of ownership, innovation, service and quality. MWV’s brand was featured prominently and accurately in all materials. The tagline “how brands take shape” was a recurring theme in the brochure design and execution. All materials were successfully designed and produced in time for the May 4th conference, with positive response from MWV’s Supplier Diversity Manager and trade show participants.

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