Situation

P2 Packaging designs and engineers packaging containers for automotive suppliers and other enterprises throughout North America. The company’s flagship offering is a sustainable shipping solution that cuts millions of dollars in expenses, reduces inventory space, saves trees, and reduces a company’s carbon footprint. P2’s patented corrugated box design is used by many of the world’s largest automakers, including Ford, General Motors, Tesla, Volkswagen, and BMW. As a result, P2’s clients save tens of millions of dollars in production, shipping and labor costs and reduce carbon emissions by hundreds of thousands of pounds per year. With product success, however, also came a challenge—how to rapidly and efficiently scale the company’s overall PR & marketing efforts.

Insight

P2 wanted its marketing communications to be more dynamic and aligned with the needs and cost-saving opportunities within the automotive supply chain. The company wanted to engage this targeted audience through online marketing, social media, and traditional news media (both general business and industry-specific).

Strategy

After an in-depth analysis of the company and potential clients and several strategy sessions with PR leadership, Marx Layne developed a marketing plan to generate the most effective ROI. Our marketing communications program focused on three primary strategies: 1) Online content marketing, 2) Earned media relations, and 3) Social media marketing. The overall task was to generate and capture prospective client leads by driving traffic to the company’s website.

Campaign and Results

Within six months, we were able to generate over 7,000,000 earned media impressions in some of the industry’s largest and most recognizable publications, increase web traffic by more than 400 percent, elevate social engagement by over 20 percent, and increase lead generation by nearly 200 percent.