CASE STUDY: MantraMarketing creates a global campaign for Traxys Worldwide.

Metals, minerals, mining and, investment company Traxys, with 25 international offices and nearly $3 billion in turnover, looked to MantraMarketing to create a brand platform applicable to all its markets. For Traxys, in partnerships with private equity and leading metals companies, this was their first outreach using corporate brand communications to explain to their niche-specific target: from exploration to mining to marketing, Traxys offers financial and logistical solutions for the alloy, metal, and minerals industries.

Step One - An ad campaign
MantraMarketing was challenged to breakthrough existing mundane industry advertising and appeal to a global market. We developed a seven-part series of single page ads that used humor and symbolism along with short, to-the-point copy addressing the target?s industry-specific concerns. The ads ran in key trade journals such as Metal Bulletin and American Metal Market, and also in commodity-based regions like Australia and South Africa.

Step Two - An evergreen website
Compared to its competitors, the old Traxys website looked dated and provided very little information. Unfortunately it was the first impression many potential customers glimpsed of Traxys. The challenge was to show a dynamic, growing company with a wide spectrum of product offerings across the entire globe. MantraMarketing developed a data-driven site that allowed Traxys? busy IT staff to make changes using technology they are already familiar with. In keeping with their wide corporate offerings, MantraMarketing used evolving selected Flash animation images to highlight people, places and products to give viewers the impression that www.traxys.com is evergreen.

Step Three - A hard-working brochure
MantraMarketing convinced Traxys to accept a highly aesthetic brochure ? beyond what they previously used. By employing organic patterns and colors reflective of the products Traxys offers, we developed a pocket-sized brochure that created a texture reflective of the industry. The content was concise and with simple graphics to appeal to the time-pressed reader. Local printers that specialized in low-volume, offset and digital technologies were sourced by MantraMarketing. The result ? a brochure that can be updated, printed and delivered in just a few weeks.