Metal Industry Ad Campaign

Hand making a "metal" gesture, holding a smartphone displaying workforce training software, with text about revolutionizing training and a call to action button.

My Role:

Art direction, copy direction, concept, photo compositing, graphic design

Company:

Intertek Alchemy, a global B2B SaaS brand that provides frontline worker training to 1,500 clients, at 7,500 plants, engaging 1,000,000 workers

Campaign Goal:

Generate MQLs for Alchemy’s flagship training solution, which includes an LMS and hundreds of courses designed for manufacturers

Audience:

Metal industry manufacturers searching for frontline workforce training solutions

Pain Points:

Metal industry manufacturers need a unified training solution catered meet to their specific needs

This targeted campaign aimed to generate interest among metal manufacturers, an audience we hadn't previously marketed to specifically. Our broader campaigns typically targeted food manufacturers, which may not appeal to non-food companies.

I used tailored messaging and imagery in an integrated campaign across digital and print, to show metal manufacturers that our solution is made for them and will address their pain points. I chose a bold yellow background for brand recognition, along with imagery not commonly seen in this industry, so that the design would stand out amongst other manufacturing articles and ads.

My decision for the hand gesture was strategic. This was not only a play on the word "metal," but part of the requirements was to design it so the details of the UI were not the focal point. Therefore, I tilted the screen and partially covered it so that viewers are less inclined to focus on the UI itself, while still showing the product. Having the phone held in a hand also connected the visual to the headline.

I wrote the vanity URL, "IntertekAlchemy.com/CuttingEdgeTraining" to not only be short and memorable, but to make a connection to the metal industry, as well as suggest that the product is a modern solution.

The marketing campaign successfully generated new interest in this untapped market, and won the Communicator Award for Distinction.