Media Logic Partners with SI Group to Launch RezExtend™ Resins to the U.S. and Canadian Markets

June 15, 2007; 01:07 AM
ALBANY, NY – Media Logic, a BtoB Magazine “Top 50” marketing agency, announced that it has partnered with SI Group, the global leader in the production of phenolic resins, to launch the company’s new RezExtend™ resin integrated marketing program to the U.S. and Canadian markets.

SI Group selected Media Logic as its strategic marketing partner to support the launch of the company’s RezExtend™ resins, SI Group’s new system developed to address the global polychloroprene crisis. Polychloroprene is a critical ingredient used in the formulation of solvent-based contact adhesives. As supplies of polychloroprene are becoming scarce and expensive to source, SI Group’s RezExtend™ resins can stretch the supply of polychloroprene by as much as 33% – enabling manufacturers to produce more adhesive with available rubber.

Launched in March 2007, Media Logic’s new marketing initiative for SI Group’s RezExtend™ resins includes a sales/distributor team support package, trade advertising, direct mail, email, Web landing page, public relations, trade show support and search marketing. An integrated drive-to-Web communications strategy propels each campaign element to effectively and efficiently deliver SI Group messaging to its target audience and build awareness about RezExtend™ resins, generate new customer leads and educate industry sales representatives and distributors about the benefits of SI Group’s revolutionary new solution.

“We selected Media Logic as our marketing partner because we were impressed with their creativity and strategic insight,” says Frank Hart, global director, business performance resins decision at SI Group. “SI Group recognized that the RezExtend™ resins marketing campaign lended itself to a new way of thinking and for the first time in our 100-year history, we embarked on a multimedia marketing campaign.”

Evidence of Results
Ongoing Web analytics strategies has played an important role in this program’s success. Media Logic tracked conversion rates for each creative element to decipher which media types are driving the most leads and found that print/trade show/word of mouth was most successful, followed by house email and direct mail. To uncover the overall interest level of RezExtendTM resins, Media Logic allowed users to identify the immediacy of their interest and found that over 34% of users have immediate interest in the product. Media Logic identified that over 23% of visitors to SI Group’s Web landing page have converted – surpassing internet averages from Marketing Sherpa 2005.

“SI Group is a solutions provider for many manufacturers and Media Logic’s strategic experience in industrial manufacturing has been instrumental to ensure we get the RezExtendTM resin message to the right audience,” says Hart. “Based on the campaign results after just a few months, we have the potential to grow our business.”

“We are pleased to partner with SI Group to the launch RezExtend™ resins to the marketplace through our integrated marketing initiative,” says Randy Burge, vice president/management supervisor at Media Logic. “We are excited to grow SI Group’s resins business and lay the groundwork for the company’s future success.”

About Media Logic
Media Logic is a strategic marketing and communications firm specializing in brand development, revenue generation, marketing planning and integrated communications. Founded in 1984, Media Logic is headquartered in Albany, N.Y. with a West Coast office in Oakland, Calif. With annual capitalized billings in excess of $63 million, the agency provides marketing services in consumer/financial, business-to-business and higher education for a wide range of clients, including Visa, Trans World Entertainment, MVP Health Care, Weil-McLain, NYSEG/RG&E, Fortitech, SPX Cooling Technologies, Plug Power, Hofstra University, The Johnson School at Cornell University and Binghamton University. Media Logic is ranked by BtoB Magazine as a “Top 50” business-to-business marketing agency. Visit www.mlinc.com for more information.

About SI Group
SI Group (formerly Schenectady International), is a family-owned company founded in 1906 and headquartered in Schenectady, New York. A leading producer of phenolic resins, chemical intermediates, and emerging in the electronic specialty chemicals market, SI Group is a global chemical manufacturer and has over 20 operations in 13 countries around the world. In 2006, the company celebrated its 100th year in business. For more information about SI Group, visit www.siigroup.com .