Educating the Marketplace to Grow Market Share
Founded in 1931, Materion is an advanced materials company with products that are found in some of the most innovative products and systems all over the world. From specialty composites and precision optics to film coatings and inorganic chemicals, Materion does it all. It’s in a very competitive industry—one in which companies engage in a perpetual race of innovation. And because some of Materion’s most advanced products feature commonly misunderstood materials (Beryllium and Beryllium Oxide), it needed to proactively educate the marketplace and correct the misinformation put out there by competitors that sell less-effective alternatives. Upward developed a strategic campaign and supporting elements that are effectively spreading the word and changing minds as Materion grows its market share.