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Mactac Casebook-- Where the fun has no chill

 Meet the Team. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Mission Statement. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Client . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Situation Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . #

Research

Primary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . #

Table of Secondary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . #

Contents Insights . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . #

Consumer Profile

Buyers Journey . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

Strategy

Tactics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . #

Budget . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . #

Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . #

Sources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . #
 Katie Chilson
Associate Creative Director

Tyler Lunato Jamie Cambert

Account Planner Marcom/Promotions Director

Meet the Team

Alexis Levy
Account Executive

Drew Gardner Audra Vrotsos

Media Director Creative Director

Cortney Warner
Casebook Editor
 AdUp is an integrated marketing communications agency, specializing in campaigns for
the everyday hero.

Our goal is to help our clients by providing unique solutions that inevitably further
develop a company and their product(s).

We are experts at researching, mining data, creating valuable data points, developing
communication plans, and solving problems.We are a company driven by challenges,
Mission energized to find reliable and innovative solutions.

Statement We are dedicated to providing Mactac with the most heroic campaign they have ever
seen.

Like we said, were dedicated, and we wont stop until we have conquered our mission.
 Mactac Five Main Market
Segments

Founded by Burt Morgan in 1959, Mactac has Roll Label Products

been located in Stow since its founding. Industrial Tapes
Graphic Products
Mactac's creates a wide variety of Sheet Products

The Client engineer-oriented items, such as packaging

and labels.
Medical Adhesives

Mactac is an industry leader. They have

obtained this position through their
manufacturing capabilities, technical
expertise, and their drive to create innovative
products that exceed client expectations.
The Challenge We
Accepted
 Mactacs sales target for this new product, ChillAT is $10,000,000.
Mactac is well-known in the industry, but their new product is not.
We must create product awareness for ChillAT without
cannibalizing the current clientele.
Presently, Mactac caters to 1,200 out of the 3,400 clients in their
database, reaching only 35% of their potential customers. On
average, these customers order 10-15 times per year per
customer.
While the industry faces problems such as flagging, wrinkling,

Challenge tearing, peeling, and labels simply falling off, customers are
already using other products to fix those issues.
Despite the competition, Mactac has a superior product that must
be proven to be worth the switch.

Our USP for this product is its ability to be applied to cold/wet/damp

surfaces whilst retaining a strong hold.
Research
The coolest findings
 Primary Research Secondary Research

Our Findings
 e n a s
b e se
n t t o r o e s !
r s wa g h e
g i n e e s ol v in
En b l e m-
pro

Insight
 Target customer:
Procurement Engineer
Critical thinkers
Resourceful
Inquisitive
Cooperative
Analytical
Inventive
Methodical
Consumer Detail-Oriented
Procurement Engineers are intrinsically and
Profile extrinsically motivated to solve problems.

Procurement And
Acquisition Management

Acquisition Law

Negotiations

Operations Management

stics
Pricing And Logi

Integrated
Studies
Jim Bob is not your stereotypical hero. He has no superpowers. Hes not out to save
the world. But Jim Bob is a hero nonetheless. He is an engineer at Taylor
Communication in Dayton, Ohio. And his job is to find products of quality, while
effectively controlling costs. His job is to buy products that will make not only his
company happy, but the company's end users.

Jim Bob is a natural problem solver, he likes to fix the problems that inevitably arise
in the procurement sector at Taylor Communication. For example; when labels are
flagging, Jim Bob likes to fix that issue by either finding a new vendor, trying a new
adhesive, or if the problem is internal, then he will find a solution for the packaging
engineer.

Like other heroes, Jim Bob is both is extrinsically and intrinsically motivated. He has a
responsibility to his boss, co-workers, and the companys bottom line, to investigate
issues that directly affect Jim Bobs area and fix them. They depend on him to be
right, the first time and every time. He also has a responsibility to himself to come up
with the answers, or else he will feel as though he is not the problem solver he thinks
he is.

Unfortunately, Jim Bob may have met his match. On one of their core product lines,
he has found that the labels wont stick to cold, wet, or damp surfaces. Hes stymied.
Hes found a temporary solution, but its far from ideal. Hes frustrated and stressed.
Jim Bob knows he needs to find the right solution, fast. He needs to feel like a hero
again.
 Show how Mactacs hot-melt all temp adhesive solves the engineers
problem.
Show how Mactacs product, Chill AT, is superior to the alternatives in the
industry.
Ex: competitors hot-melt adhesive
Ex: competitors acrylic emulsion adhesive.
Provide sales team with customer takeaways, selling opportunities, and

Strategic
lastly, provide demonstration of Chill AT.
We want to generate product awareness and interest for Chill At, therefore

Initiative
we're going to create a contest.
Highlight the idea that this new product is mutually beneficial
Chill AT adheres to surfaces with an application temperature of -10F
and a service range of -65F to 150F.
It works to add credibility to Mactac.
Mactac is known for being customer centric and building
trusting relationships with their clients.
Illustrate that this new product solves three problems:
Labels not flagging and not falling off
Adhering to the unusual surface (cold, wet, damp)
Making engineers feel like heroes again
Competition
 Strength
Formulates adhesive in-house
Outstanding customer service
SWOT Analysis Opportunity
Manufacturing abilities
Weakness
Only reaching 35% of current
database
Threat
Potential customers are currently
using other adhesives to solve the
problem of labels falling off
because of the damp, wet, and cold
surfaces.
1-2% growth opportunities each
year
 Tactics
And our cool creative
 Postcard
Pamphlet
Contest
SEO and SEM
Trade magazine ad
Sales calls

Tactics
 WE NEED:
PICTURE OF POSTCARD
DETAILS OF POSTCARD

Postcard:
 WE NEED:
PICTURE OF pamphlet
DETAILS OF OUR pamphlet

Pamphlet:
 WE NEED:
PICTURE OF CONTEST IDEA
DETAILS OF OUR CONTEST

Contest:
 We need SEO/SEM here

SEO/SEM:
 WE NEED:
PICTURE OF CONTEST IDEA
DETAILS OF OUR CONTEST

Contest:
 WE NEED:
PICTURE OF DIRECT MAIL
DETAILS OF DIRECT MAIL

Direct Mail:
 WE NEED:
PICTURE OF magazine ad
DETAILS Of magazing ad
Trade
Magazines:
 WE NEED:
PICTURE OF people talking
Sales Calls: DETAILS Of sales calls
Sales
team??????
Decision
Budget
Conclusion
Sources