MiCROTEC
The Context
MiCROTEC offers scanning and optimization solutions for the wood processing industry. After obtaining a smaller American company, Lucidyne, I was tasked with creating campaign language that communicated the acquisition in a postive light—giving customers the reassurance that they’d still have the same friendly faces working them, now with just a greater array of logging solutions and technology.
This project resulted in an email campaign to announce the acquisition to American audiences with a social media campaign, emails, and trade booths.
The Manifesto
Lucidyne’s success story is intrinsically tied to yours. Our commitment to your growth is what drives our business — and industry — into the future.
We’re about to transform wood processing across North America once more, with a new sense of purpose and a strengthened foundation to bring you excellent service and world-leading wood scanning solutions.
And we’ll be stepping into this next era with a new name — one that represents our evolution and united vision.
Lucidyne is our legacy. MiCROTEC is our future. More importantly, it’s your future.
We know you’re counting on us. With MiCROTEC, you always can
Video
Social Campaign
Launch Emails
Email One to Lucidyne customers.
Subject: Announcing Our Next Big Step
Preview: Lucidyne’s legacy and your future.
Body:
Hello [first name],
Lucidyne’s success story has always been intrinsically tied to yours. Our drive to innovate is fueled by your need for a scanning technology that not only does its job, but helps you work smarter at every turn. Our roots are built on and strengthened by your need for consistent and reliable support from a team you trust.
That’s why we’re officially changing our name to MiCROTEC as of May 3, 2022, in an exciting next step in our evolution.
What does this mean for you? We can offer a much larger product portfolio and expanded support, giving you the space to do more. We’ll be able to give our dedicated staff more opportunities for growth, and keep your day-to-day contacts the same so you’ll continue to receive the excellent service you depend on without any disruptions.
We know you’re counting on us. As MiCROTEC, you always can.
CTA: Let’s talk about your next evolution
Thank you,
[Name]
Email Three to Lucidyne employees.
Subject: Some Changes Ahead
Preview: Our legacy, your future.
Body:
Hi [first name],
I wanted to reach out personally to let you know about some important news here at Lucidyne: as of May 3, 2022, we’re officially changing our name to MiCROTEC.
As you probably know, this has always been on the horizon. When we were acquired by MiCROTEC a few years ago, we witnessed firsthand just how big of a difference it made to a mill operation to have access to an expanded range of scanning solutions. We saw that seizing the opportunity to significantly strengthen North American wood processing here at home — while also gaining global-scale resources and innovations — was the obvious next step to take.
Nothing you depend on day-to-day is changing, but this name change does mean a lot when you consider the potential it brings for the future.
Lucidyne has been a leader in wood scanning innovations since 1985, and that legacy is only possible because of you – the customer who believes in us, trusts us, and depends on us to deliver. We’re grateful for the past 37 years of service, and we can’t wait for the next 37.
If you have any questions about this transition, please don’t hesitate to reach out to me directly at XXX-XXX-XXXX.
Thank you,
[Name]
Email Two to MiCROTEC customers.
Subject: Discover the Future of AI
Preview: We’re evolving to strengthen your success.
Body:
Hello [first name],
At MiCROTEC, we innovate to serve you, offering wood processing technologies that streamline production, enhance your efficiency and give you the power to take your business further.
Our next innovation brings MiCROTEC onto a global stage, as we fully integrate with Lucidyne in the United States serving North America, Australia and New Zealand. With Lucidyne’s revolutionary scanning technology as a key part of our product portfolio, we’ve expanded our artificial intelligence and deep learning competencies beyond what was previously possible. With this strategic addition, we are now the largest wood products scanning company in the world – all to serve you better than ever before.
Welcome to the newest member of the MiCROTEC enterprise. Welcome to the next evolution.
CTA: See what AI can do for your business
Thank you,
[Name]
AD: Ben Leece
Designer: Lisa Black
Copywriter: Blair Nodelman
