"We engaged CXO Communication to help us determine the potential for applying a 'green' story to a paper mill we were acquiring and then to develop that story. The work they did was outstanding in that it was thorough, strategic and creative. CXO helped Watermill do much of the strategic ground work we are used to doing following an acquisition, adding a unique marketing and branding perspective that was an asset for this acquisition. Not only did CXO understand Watermill's business and the specific constraints we operate under, but they quickly came to understand the paper mill's business and develop a compelling positioning strategy and name for it. We were able to roll out that strategy on the day of acquisition which really made difference."

Steve Karol, Managing Partner and Founder, Watermill Group

Private equity firm Watermill Group had its eye on acquiring a paper mill capable of manufacturing up to 100 percent recycled coated paper. The Firm principals believed that positioned properly as a sustainable company, the mill could generate value above and beyond its current position. The question was: "Would a 'green' paper mill be valued by customers and if so, what exactly should the story be?"

CXO partnered with Watermill to develop a positioning strategy that differentiated the paper mill from others in the business. To inform the strategy, CXO conducted an audit of environmental NGOs, publishing industry executives and leading corporations to explore how the green movement was affecting paper purchasing decisions in the United States.

Our research suggested that the existing mill could gain significant marketing and operational advantages by repositioning itself as a producer of environmentally sustainable paper. CXO's findings informed Watermill's go-forward investment plan and became the catalyst for a new brand strategy that included changing the company's name to FutureMark Paper Company, creating the corporate tagline "Shaping the Future of Paper," and facilitating the launch of a new logo, website and all branded materials on the day of acquisition. Our new value proposition emphasized FutureMark's ability to help its customers achieve their environmental objectives without compromising on paper quality or performance.