{"id":1947,"date":"2017-06-16T00:00:00","date_gmt":"2017-06-16T00:00:00","guid":{"rendered":"https:\/\/www.motionpoint.com\/?post_type=customers&p=1947"},"modified":"2023-02-15T14:36:44","modified_gmt":"2023-02-15T19:36:44","slug":"trinseo","status":"publish","type":"customers","link":"https:\/\/www.motionpoint.com\/customers\/trinseo\/","title":{"rendered":"Trinseo"},"template":"","client_categories":[42],"industry_categories":[49],"resource_categories":[27,30,39,35,26,21,23,22,31,17],"geographic_region":[],"targeted_localized_audience":[],"document_categories":[],"class_list":["post-1947","customers","type-customers","status-publish","hentry","client_categories-case-studies","industry_categories-manufacturing-automotive","resource_categories-industry-b2b-manufacturing","resource_categories-business-goal","resource_categories-content-type-case-study","resource_categories-content-type","resource_categories-industry","resource_categories-topic-international-marketing","resource_categories-role-marketer","resource_categories-role","resource_categories-business-goal-streamline-operations","resource_categories-topic"],"acf":{"case_study_title":"Improving the Global Online Experience with Localization","translate_this_case_study":"YES","hover_summery_text":"

\u201cMotionPoint proactively acts as an extra set of eyes that we don\u2019t have here, which has been very helpful.\u201d<\/i><\/p>\n

\u2014Natalie Yuengel, Senior Digital Marketing Representative, Trinseo <\/b><\/p>\n

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 <\/p>\n","background":"","objective":"

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.<\/p>\n

The Challenge<\/h3>\n

When Trinseo was spun out from 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\u2019s 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.<\/p>\n

\u201cAbout 60 percent of our business comes from Europe andanother 22 percent from Asia,\u201d said Donna St. Germain, Trinseo\u2019s Senior Leader of Corporate and Investor Communications. \u201cWe found that our customers weren\u2019t going to our English-language website. They could read English, but their preference was to consume our website content in their native languages.\u201d\u201d<\/p>\n

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 <\/p>\n

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60% of Trinseo\u2019s business originates in Europe, with another 22% in Asia. They needed a way to satisfy those customers\u2019 language preferences.<\/p>\n

\n

 <\/p>\n<\/div>\n

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Trinseo\u2019s largest markets were Germany and China, so the need for local language websites was clear. However, Trinseo\u2019s lean team\u2014comprised of a digital marketing communications professional and an IT business partner\u2014had many other responsibilities and lacked the resources to manage the complex project on its own.<\/p>\n

\u201cIf we tried to manage our multilingual websites in-house, we\u2019d need to pay someone to translate, upload and update the sites every time we changed something,\u201d explained St. Germain. \u201cWe didn\u2019t have that skillset or bandwidth internally. We\u2019re just not staffed that way.\u201d<\/p>\n<\/div>\n

<\/p>\n","story_solution":"

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.<\/p>\n

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.<\/p>\n","story_outcome":"

\u201cMotionPoint optimized Trinseo\u2019s multilingual websites with translated URLs, a global sitemap, and on-site search functionality that improved organic traffic and enhanced the user experience.\u201d<\/p>\n

With MotionPoint, Trinseo now serves customers in Germany and China with translated websites that support the company\u2019s fast growth in those regions.<\/p>\n

\u201cSince the rollout of our Chinese and German sites, Trinseo has created a better user experience to strengthen our customer relationships,\u201d said Natalie Yuengel, Trinseo\u2019s Senior Digital Marketing Representative.<\/p>\n

MotionPoint also optimized Trinseo\u2019s multilingual websites with translated URLs, a global sitemap, and on-site search functionality that supports multiple languages. These resulted in improved organic traffic and an enhanced website experience.<\/p>\n

Throughout the website redesign in 2016, MotionPoint, Trinseo and its digital agencies collaborated closely. \u201cMotionPoint did a great job of working with our other agencies, ensuring that all the intricacies were covered on the redesigned translated sites,\u201d noted St. Germain. \u201cEverybody was dedicated to getting it done. That\u2019s what really made a difference in the end.\u201d<\/p>\n

\u201cMotionPoint\u2019s expertise elevated our website,\u201d said Yuengel. \u201cNot 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.\u201d<\/p>\n

Trinseo\u2019s success illustrates that even companies with lean teams and limited resources can easily and affordably serve global customers. \u201cMotionPoint has been a great partner. Customer service is definitely one of their major differentiators,\u201d said St. Germain.<\/p>\n

Trinseo\u2019s 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\u2014and beyond.<\/p>\n","case_study_video_embed_id":"","set_as_featured_video":"NO","main_quote_message":"MotionPoint proactively acts as an extra set of eyes that we don\u2019t have here, which has been very helpful.","client_hero_background_image":{"ID":19472,"id":19472,"title":"trinseo_v3","filename":"trinseo_v3.jpg","filesize":36642,"url":"https:\/\/www.motionpoint.com\/wp-content\/uploads\/trinseo_v3.jpg","link":"https:\/\/www.motionpoint.com\/customers\/trinseo\/trinseo_v3\/","alt":"","author":"2","description":" \t","caption":"","name":"trinseo_v3","status":"inherit","uploaded_to":1947,"date":"2017-06-16 00:00:00","modified":"2017-06-16 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