Nexpak

Client Background

NEXPAK acts as the premier media-packaging supplier to movie and music entertainment studios, replicators, game content providers, video rental outlets, distributors/resellers and corporate/promotional content providers worldwide. NEXPAK offers complete, custom packaging solutions including 3D modeling, prototyping, design engineering and production with three strategic manufacturing and warehousing locations in North America and Europe.

Nine competitive manufacturers
merged and the NEXPAK brand
was the result. Caler&Company
created the new stationery suite,
presentation materials, capabilities
literature and sales tools to
position the newly formed company
as a global leader in media
packaging solutions.

New trade advertising
announced the
corporate change and
the innovative media
packaging solutions
with a focus on
superior performance.

The new line of SLIMPAK®
packaging was unveiled with a
direct-mailer targeting the media
packaging industry. It contained
a sample while showcasing the
space and weight-saving
advantages for retailers.

A new product line catalog
doubled as a corporate
capabilities tool carrying a
message from the president as
well as the NEXPAK story
authored by Caler&Company.

Caler&Company facilitated
brainstorming sessions for
each of the division leaders
at a dude-ranch retreat held
outside Las Vegas.

A 3-hour JumpStart session
in Chicago was facilitated by
Steve Caler. NEXPAK VPs
discussed corporate strategy.
The results led to a strategic
marketing communications plan.

Europe Precision Molding
was brought in under the new
corporate umbrella and the
merging led to international
capabilities announced in key
media outlets.

A clever headline in this trade
ad let the media packaging
industry know that NEXPAK
provides an array of options to
command shelf presence at
point-of-sale.

Pre-school and toddler
offerings were promoted to the
major supply chain of child
video and DVDs.

The Challenge

Launching new media packaging products led NEXPAK to seek out a method to convey their capabilities and benefits and communicate the opportunities and qualities offered by their expansive product line and wide range of media packaging opportunities to their target audience.

A beachball, product sample
and invitation to attend a
tradeshow party went out to
major producers like SONY,
Disney and United Artists.

A follow-up mailing was mailed
to the same audience and
announced the NEXPAK
NEXFEST party for high profile
buyers. A "cocktail umbrella"
was included in the mailing.

A final mailing included party
tickets, salt for one's Marguerita
prepared the invitee to "limbo the
night away."

BEFORE
Early packaging
paled in comparison
to that designed and
produced by
Caler&Company.

AFTER
Exciting new packaging helped
NEXPAK earn market share in this
competitive industry.

Special invitations to attend dinner
presentations in California arrived
in the actual media packaging
being promoted. The ability to mail
the product was a feature being
promoted.

Caler&Company designed,
wrote content and provided
translations in three
languagesfor NEXPAK's
international customer base.

The new Web site contained
links to each of the nine
global manufacturing facilities.

Caler&Company
recommended the
launch of
NEXMEN as a
spoof on X-Men®,
positioning
NEXPAK's
products and
responsive sales
team as super
heroes. A series
of comic books
helped tell the
fun and
memorable
story with impact.

A series of
"advertorials" were
written and placed
by Caler&Company.
The ads were
designed to appear
as technical papers
and positioned
NEXPAK as on top
of their game in
engineering and
manufacturing the
industry's best
media packaging.

The Outcome

Through extensive research, Caler&Company examined NEXPAK's business model and developed a strategic marketing communications plan. Included in the plan was a UFO (Unlimited Financial Opportunities) sales promotion program and an interactive DVD that provides salient benefits of new media packaging.

The "UFO-The Truth is Here" Flash
animated DVD was a Caler&Company
produced direct mailer touting Unlimited
Financial Opportunities for NEXPAK's
customers. The direct-mailer was
packaged in a new, glow-in-the-dark
thermoplastic resin and decorated with
"alien" hieroglyphics.

“Caler&Company has filled a need for a new company, formed by an acquisition that consisted of four distinct cultures that demanded an advertising agency that could instantly access our strategic vision and key strategies and translate those into very high-quality deliverables. These capabilities have been invaluable to myself and NEXPAK.”

Debra K. Werner
Creative Services Director
NEXPAK