Case Story:
Scientific Storytelling Results in International Innovation Award
Challenge
Support Shepherd Chemical’s nomination for the prestigious 2016 Polyurethane Innovation Award
Solution
Designed and developed innovation storytelling materials; Scripted and produced a video; Developed social media campaign; Designed and co-authored a 4’ x 8’ technical poster for the scientific poster session; Wrote and circulated press release announcing that Shepherd was selected as the winner.
Results
Shepherd defeated two of the industry’s largest chemical companies, DOW and Huntsman; 1st page Organic Google ranking for “polyurethane innovation;” 5,418 article views; 150% increase in customer leads/opportunities for the new BiCAT products
Case Study: The Shepherd Chemical Company Wins the 2016 Polyurethane Innovation Award
A fourth-generation family-owned chemical manufacturer located in Cincinnati, Ohio recently contracted Untold Content to provide script-writing, technical writing, document design and marketing for their new and innovative bismuth catalysts, BiCAT 8840 and 8842. Our storytelling and writing support for these new products resulted in The Shepherd Chemical Company winning the prestigious 2016 Polyurethane Innovation Award, presented by the American Chemistry Council’s Center for Polyurethanes Industry. We were proud to envision, write and design a holistic package of print and web publications in support of Shepherd Chemicals’ nomination for the award.
Check out the video we scripted, envisioned, and co-produced in collaboration with Barking Squirrel Media, Cincinnati’s premiere video production and digital marketing storytellers and our collaborators:
PROJECT GOALS
- Generate strategic narrative for a new innovation in the polyurethane industry
- Create consistent messaging and imagery for a new, innovative product
OUR SOLUTION
We culled together information from data sheets, research articles, and conversations with Subject Matter Experts (SMEs) to create deliverables with consistent messaging and imagery in support of Shepherd Chemical’s nomination for the 2016 Polyurethane Innovation Award:
- Edited the nomination narrative, technical paper, and technical presentation
- Designed and developed marketing materials, including brochure and posters
- Scripted and co-produced a video in support of Shepherd’s selection as finalist
- Developed social media campaign/schedule to roll-out during the conference
- Designed and authored a 4’ x 8’ technical poster for the scientific poster session
- Wrote and circulated a press release announcing that SHEPHERD CHEMICAL WON!
- Optimized content = Top 10 spot on Google searches for “polyurethane innovation”
MORE results of the partnership
Following the success of Innovation Award project, Shepherd engaged Untold to manage their broader company content strategy and develop scientific marketing materials. Check out just a few of the many resulting deliverables:
- Shepherd Chemical Named Winner of 2016 Polyurethane Innovation Award
- S. Taylor, C. Huff, B. Hart, G. Ramminger. Environmental Aging Of Basic Copper Nitrate. Fraunhofer Airbag 2018.
- Shepherd Chemical Company. Environmental Ageing of Basic Copper Nitrate. December 2018.
- Shepherd Chemical Company. Heterogeneous Catalyst Booklet.
- American Chemistry Council Keynote Presentation (given by Shepherd’s R&D Manager, who also serves on the ACC board). Opportunities and Challenges Brought about by Shale and Hydrocarbon Resources. 2018.
The impact
Shepherd was announced as Winner of the International Polyurethane Innovation Award (defeating two of the industry’s largest chemical companies, DOW and Huntsman). They appeared on the first page in an Organic Google ranking for the search term “polyurethane innovation”. Shepherd also received more than 6,000 article views and also experienced a 150% increase in customer leads, as well as opportunities for the new BiCAT products.
Google position acheived for keyphrase
Article views within the first 3 months
Marketing materials created
Increase in customer leads
- Support Shepherd Chemical’s nomination for the prestigious 2016 Polyurethane Innovation Award
- Generate awareness of a new innovation in the chemical sciences
- Create consistent messaging and imagery for a new, innovative product
- Edited the nomination narrative, technical paper, and technical presentation
- Designed and developed marketing materials, including brochure and posters
- Scripted and co-produced a video in support of Shepherd’s selection as finalist
- Developed social media campaign/schedule to roll-out during the conference
- Designed and authored a 4’ x 8’ technical poster for the scientific poster session
- Wrote and circulated press release announcing that SHEPHERD CHEMICAL WON!
- Optimized content = Top 10 spot on Google searches for “polyurethane innovation”
- We are experts at translating scientific & technical information to broad audiences.
- We craft the larger stories behind your innovations, services, and products.
- We create content that builds your brand and inspires action.
- Our knowledge of SEO and UX supports brand awareness and online analytics.
