Trinseo Case Study


Improving the Global Online Experience with MotionPoint

MotionPoint proactively acts as an extra set of eyes that we don’t have here, which has been very helpful.

Natalie Yuengel
Senior Digital Marketing Representative, Trinseo

Trinseo is a $3.7 billion global chemical materials solutions provider and manufacturer of plastics, latex binders, and synthetic rubber. With 15 manufacturing sites and 10 R&D facilities around the world, Trinseo delivers innovative and sustainable solutions that help companies create products across a wide range of end-markets.

The Challenge

When Trinseo was carved out of Dow Chemical in 2010, the divesture provided assets, manufacturing sites, sales, R&D and engineering. Trinseo built an entire corporate infrastructure for itself, comprised of HR, IT, finance, legal, public affairs and supply chain functions. The communications team created basic marketing tools, including a corporate website.

As the company evolved, Trinseo's public affairs team kept a pulse on customers and gathered their feedback to ensure their needs and expectations were being met. The insights proved eye-opening.

"About 60 percent of our business comes from Europe and another 22 percent from Asia," said Donna St. Germain, Trinseo's Senior Leader of Corporate and Investor Communications. "We found that our customers weren't going to our English-language website. They could read English, but their preference was to consume our website content in their native languages."


60% of Trinseo’s business originates in Europe, with another 22% in Asia. They needed a way to satisfy those customers’ language preferences.


Trinseo's largest markets were Germany and China, so the need for local language websites was clear. However, Trinseo's lean team-a digital marketing communications professional and an IT business partner - had many other responsibilities and lacked the resources to manage the complex project on its own.

"If we tried to manage our multilingual websites in-house, we'd need to pay someone to translate, upload, and update the sites every time we changed something," explained St. Germain. "We didn't have that skillset or bandwidth internally. We're just not staffed that way."

I don’t think we ever considered ‘ Could we do this ourselves? ’ as an option.

Donna St. Germain
Senior Leader of Corporate and Investor Communications, Trinseo

In 2012, Trinseo engaged MotionPoint to translate and operate its English website for the German market. The success of the site led to the launch of a Simplified Chinese website for the Chinese market in 2014. Trinseo subsequently re-platformed to the Sitecore CMS, and the website underwent a major redesign about a year later.

Through the entire process, MotionPoint worked closely with Trinseo and its digital agencies, delivering authentic translations, excellent site uptime, and a smooth and successful migration and redesign.

Outcome

With MotionPoint, Trinseo now serves customers in Germany and China with translated websites that support the company’s fast growth in those regions.

“Since the rollout of our Chinese and German sites, Trinseo has created a better user experience to strengthen our customer relationships,” said Natalie Yuengel, Trinseo’s Senior Digital Marketing Representative.


MotionPoint optimised Trinseo's multilingual websites with translated URLs, a global sitemap, and on-site search functionality that improved organic traffic and enhanced the user experience.


MotionPoint also optimised Trinseo's multilingual websites with translated URLs, a global sitemap, and on-site search functionality that supports multiple languages. These resulted in improved organic traffic and enhanced website experience.

Throughout the website redesign in 2016, MotionPoint, Trinseo and its digital agencies all closely collaborated. "MotionPoint did a great job of collaborating with our other agencies, ensuring that all the intricacies were covered on the redesigned translated sites," noted St. Germain. "Everybody was dedicated to getting it done. That's what really made a difference in the end."

"MotionPoint's expertise elevated our website," said Yuengel. "Not only did MotionPoint make recommendations for our Chinese and German sites, but their suggestions carried into the design of our English site as well. For example, we learned to consider that English translations into German extended the length of the text while English to Chinese shortened the text. These details ensured that we designed our corporate site to be user friendly across all three languages."

Trinseo's success illustrates that even companies with lean teams and limited resources can easily and affordably serve global customers. "MotionPoint has been a great partner; customer service is definitely one of their major differentiators," said St. Germain.

Trinseo's global business is also growing faster than ever. With MotionPoint, the company is well-positioned to sustain its international growth of customers in Germany and China - and beyond.


Trinseo's global business is also growing faster than ever. With MotionPoint, the company is well-positioned to sustain its international growth of customers in Germany and China - and beyond.


 

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