Michael Day Enterprises

Client Background

Michael Day Enterprises is a manufacturer of engineered thermoplastic resins serving the automotive, sports equipment, home & garden and power tools industries. The organization also offers a fully accredited Q.C. Laboratory with an extensive inventory and an efficient manufacturing capacity designed for flexible response. The company also competes in the area of recycled polypropylene and polycarbonates.

The Challenge

Michael Day Enterprises, seeing a jargon-laden industry, sought to develop compelling marketing communications program that would set them apart from their competitors. These initiatives had to be both informative and accessible to customers with complex engineering concepts, products and processes. The company had let its identity become ubiquitous and discovered that its brand must emerge as a contender in the thermoplastics resin industry.

The Outcome

Caler&Company worked closely with MDE to analyze every aspect of its marketing communications. As a result, Caler&Company standardized the organization's logo and created the positioning statement, Solutions. Every Day. This positioning statement plays off Michael Day's name and relays to customers and potential customers that Michael Day Enterprises does not just supply commodities, they also solve molding problems.

In addition, Caler&Company created marketing communications initiatives including sales and promotional tools, process control literature, trade exhibits, product and source approval guides, packaging, direct mail programs, trade advertising, corporate signage, technical papers and press releases.

"It proved to be one of our best business decisions; Caler&Company has provided not only marketing assistance, but also guidance, for more than 10 years."

John Targett
VP Technical Marketing
Michael Day Enterprises