Acsis

Acsis is a global provider of track & trace solutions for supply chain safety, security and efficiency. The company’s enterprise-class software automates data collection, streamlines manufacturing and distribution processes and provides real-time access to supply chain information.

The Challenge

The company faced numerous internal challenges in exciting press attention. First, there were several management team changes over a two-year period. Additionally, Acsis, is a relatively small company compared with its competitors, so it had a difficult time garnering press interest. PAN Communications needed to put a stake in the ground, demonstrating Acsis’s key differentiators and new, visionary leadership team.

PAN Communications set out to rebrand Acsis as a leading provider of track and trace solutions. While much of the industry discussion around track and trace solutions had been focused on meeting mandates or requirements, PAN positioned Acsis’ track and trace solution as technology that not only meets compliance requirements, but extends the value of these implementations by streamlining supply chain processes and creating significant ROI.

The Approach

One of the primary means for conveying this message is through influential trade publications such as RFID Product News, where the company executives could establish themselves as “go to” industry experts. PAN advised Acsis to move beyond a focus of the underlying track and trace technology to a broader set of benefits. These discussions resulted in a new and more compelling way to discuss the company’s offerings. While the catalyst for manufacturers to implement track and trace solutions are regulatory mandates and demands from retailers (such as Wal-Mart), manufacturers with this technology in place are able to capitalize on a host of other opportunities to gain an unprecedented level of understanding. Proper track and trace implementations enable organizations to resolve challenges such as product expirations, counterfeiting and recalls which have long plagued manufacturers, ultimately driving significantly increased ROI.

The agency took this new positioning of track and trace to key audiences. For example, they held a briefing with the editor of RFID Product News, highlighting 30 of the top 100 global manufacturers’ reliance on Acsis’ technology. The team continued to reach out and share positive news about the company over subsequent months to reinforce the company’s stance on track and trace solutions and its value in alignment with ePedigree technology in the face of a looming California ePedigree regulation.

This laid the important groundwork for Acsis to comment on emerging news in the industry. When Wal-Mart announced it would crack down on manufacturers, specifically suppliers to Sam’s Club that had not yet employed RFID and track and trace solutions, PAN jumped on the opportunity to bring the Acsis message to the forefront. The team leveraged the thought leadership position that had been built for the Acsis executives with RFID Product News to comment on the latest requirements for RFID.

The Results

The resulting story in RFID Product News was filled with quotes from Acsis President and CEO Stewart McCutcheon. This article was the perfect venue for highlighting Acsis’ expertise and forward-thinking approach to enhancing the supply chain.

The company’s new spin on track and trace solutions garnered Acsis visibility right in its “sweet spot” among decision makers in the supply chain space. Acsis’ take on the opportunities that track and trace can bring gained positive attention. Moreover, by focusing on educational messaging over a product pitch and continually demonstrating industry and technology expertise, Acsis has secured its position as a “go to” resource for trade reporters and industry analysts.