U.S. Zinc ®
U.S. Zinc is a worldwide manufacturer, recycler and supplier of zinc oxide, zinc dust, zinc metal and zinc fines.
As a client since 2010, Griffin provides ongoing support to U.S. Zinc with strategic communications and marketing efforts that best position the company’s brand. We continually review U.S. Zinc’s position in the marketplace, monitor target audiences, update key messages, develop internal and external communications strategies, collateral and campaigns, and perform tactical implementation.
Griffin has provided integrated communications services and ongoing strategic counsel to U.S. Zinc over the years, including:
Media planning and buying; advertising campaign development and design
Strategic outreach to customers, including development and implementation of an annual satisfaction survey
Update all company-branded materials to reflect a consistent look and feel; developed 65th anniversary logo and applied to company materials and ads; help with promotional products
Media pitching and earned media placement; drafting and distribution of media materials (i.e., news releases, fact sheets, byliners, etc.)
Develop and support internal campaigns, employee events (i.e., sales team events), address important milestones and announcements.
Layout and design for collateral materials; website development and maintenance; stationery; in-office signage and more
“Did You Know” Internal Communications Campaign
While the degree of direct contact U.S. Zinc employees have with customers varies by position, company leadership wanted to increase employee knowledge of its customers, products and the general market.
In conjunction with U.S. Zinc, Griffin developed and implemented a six-month internal communications campaign, titled “Did You Know,” to educate all U.S.-based team members about the company’s many customers, products and services. Beyond increasing knowledge, the goal of the campaign was to empower employees to serve as U.S. Zinc advocates by gaining pride of ownership — leading to greater productivity, enhancing the culture and ultimately making U.S. Zinc an even stronger business.
“Did You Know” campaign theme divided into six monthly installments: Campaign introduction, Zinc Oxide, Zinc Dust, Zinc Metals, Zinc Fines and Campaign Closeout.
All materials were featured in English and Spanish.
Multiple Touch Points
Multiple visually appealing communication tools were used each month to share information, including table tents in employee break rooms, flyers, paycheck inserts and emailers.
Prior to the campaign, only 33% of employees said they knew U.S. Zinc’s customers well. “Did You Know” proved successful, garnering a significant increase in employee awareness. Post-campaign survey data from employees revealed:
Cited strong awareness of U.S. Zinc’s product sectors
Said they better understood U.S. Zinc’s customers
Claimed they knew customers’ products/services
The campaign received a Public Relations Society of America Excalibur Award based on its results.