Great Western Containers cites web strategy as the catalyst
CALGARY, Nov. 6 /CNW/ - In a very tight labour market, it is vital for
Alberta businesses to stake out a solid position as a company that can attract
both high quality employees and profitable customers. As Ken Chisholm, Vice
President of Sales and Marketing for Great Western Containers (GWC), observed:
"I wanted prospective employees and purchasers to say, 'Wow, that really looks
like a great place to do business with, or to work for.'"
GWC is a Calgary-based organization that provides services and products
locally, nationally and internationally. The company exists in a strongly
competitive market where positioning for both sales and quality employees is
challenging. To meet that challenge, the marketing firm Merlin Edge
facilitated a positioning process that ultimately brought GWC's corporate
culture to the forefront as their strongest point of differentiation. It was
then determined that the website would be the primary vehicle to convey that
The website successfully highlighted GWC's attributes, resulting in
stronger messaging to all its targets, especially to employee candidates. Ken
Chisholm noted: "Our website has our environment and our culture on display
prior to the candidate coming in. I think it attracts the right people. Some
companies don't get that. We not only get it, but we're marketing it as well."
After more than a year, the website continues to be extremely successful.
GWC has grown from 170 employees to 235 since the website launched in May
2006. Ken Chisholm commented that new employees report that "the website had
an impact on their decision and got them to the next level." Said Ken: "It's
far exceeded our expectations in the feedback that we get. There is a lot of
opportunity out there now-a-days. Our website really stands out, and is one
that people want to explore further."
But the process isn't trivial and requires a thorough understanding of
the objectives, along with complete cooperation of all the stakeholders. In an
employer branding-focused website that certainly includes employees. In
sales-oriented websites, it should include customers. The Merlin Edge team led
GWC through a comprehensive positioning process, which documented, quantified,
and created the opportunity for GWC to publicly proclaim its distinguishing
attributes. Ken Chisholm stated: "What intrigued and pleased me the most was
that Merlin Edge spent hours interviewing people in the company getting a feel
for who we are. That's why I think the end product is so fantastic, because
there was a real synergy between us."
About Great Western Containers
Great Western Containers (www.gwcontainers.com) started with
entrepreneurial determination and personal integrity over 28 years ago. Since
then the company has grown into the largest packaging supplier in Western
About Merlin Edge
Merlin Edge Inc. (www.merlinedge.com) is a full-service communications
agency specializing in investor relations and business-to-business marketing.
For further information:
For further information: Woody Rae Forrieter, Vice President, Strategic
Marketing, Merlin Edge Inc., Suite 100, 602 - 12th Ave. S.W., Calgary,
Alberta, Canada, T2R 1J3, Tel: (403) 237-7684, Email: