Arguably the three disciplines most important in underpinning the marketing communications process are planning, implementation and control. Amongst our clients, strict adherence to these principles is probably demanded most by the Dow Construction Products account. Dow manufactures Styrofoam, one of the world's leading brands of high performance extruded polystyrene insulation board, primarily for use in the construction industry, but also for temperature controlled applications. It is a remarkable material and its main uses are in the insulation of roofs, walls, floors, perimeters and foundations - this core product range
alone having over 60 variants.

In a complex business environment

The business matrix in which Dow operates is complex. As market leader, with a diverse range of products and services, the company naturally looks to fiercely defend its market share and identify new applications and diversification opportunities. In addition, Dow recognises that with this market position comes a special responsibility to provide its audiences (mainly specifiers and contractors) with an expert, comprehensive, technical information service. This free service is available through the Dow 'Technical Centre', a facility unmatched anywhere in the market. It offers advice across a whole range of topics - optimum product selection for a given application, the provision of CAD drawings, legislative issues and the impact of changes to the building regulations, are a few examples.

A disciplined approach is paramount

It is a dynamic and demanding commercial environment and The Creative Department, being responsible for the UK, Russia, Benelux, Nordic region and the Baltic States is rigorous in its approach to the planning, control and implementation of the communications mix employed. There is no internal marcoms responsibility within the Dow structure - everything has been outsourced through us for the past six years. The initial planning process begins in September, with the Dow Product Managers identifying their product priorities and allocating budgets for the coming year. The Commercial team then overlay local market forces and field sales needs for each region and a matrix begins to build. We are then in a position to put together an integrated plan covering advertising, direct marketing and press relations. Literature too plays a big part in the mix, with the need for new product support material and technical print, plus the need to update existing material where specifications may have altered, or perhaps new building regulations have come into force. CPD support activity and continuous updating of the website also make their own demands. Secondary objectives are built into the activity too, such as encouraging contacts to use the available electronic or fax versions of the literature to help reduce the escalating print costs. By November the plan will incorporate detailed costs per activity and a timeline for implementation, ready for approval and roll out the following month.

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