Huntsman Advanced Materials

Huntsman Advanced Materials, a division of the Huntsman Corporation, is a leading provider of advanced epoxy, acrylic, and polyurethane-based polymer products. “Cost-out” initiatives had been a major challenge for their aerospace customers for years. But in 2020, many production lines were partially or completely halted by the pandemic. When it came time to ramp up production again, manufacturers would need to do even more with less.

Slide from the webinar title “Serving the global aerospace industry for more than 70 years”.

With this insight, I designed and wrote the content for a webinar and e-book series. Both were aimed at aerospace engineers and supply chain teams but with different formats and content for different stages of the customer journey.

Pages from the e-book. The title reads “Maximize productivity and minimize costs with new aerospace structural adhesives”.

Technical specifications are important for this audience, but only in the context of the value they’ll deliver: reducing costs and increasing productivity. I worked closely with subject matter experts and graphic designers to bring this data to life in clear, easy to digest words and visuals.

Social media posts read: "Want to improve end-product performance?” “Want to save weight with a 75% lighter solution?” “Want to increase throughput by up to 80%?”

The campaign generated over 270 leads. 130 key industry members attended the webinar and left extremely positive feedback, with many stating they would be sure to sign up for all future activities.

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