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MacDermid Autotype launches new customer centric website

Posted by: Obergine

Date added: Thu 01 Mar 2012

Wantage-based industrial manufacturing giant - MacDermid Autotype - have launched a newly rebranded and customer focused website.

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Award winning web design, digital marketing and branding agency - Obergine - is responsible for the creation of the content managed website.

MacDermid Autotype is a global industrial manufacturer of high quality precision coated films and blended liquids for use in the printing, automotive and electronics industries. Their product range includes overlay films for Membrane Touch Switches, stencil products, cleaning chemicals for screen printing, Film Insert Moulding (FIM) and graphic display films.

Following a recent corporate rebrand of the USA-based MacDermid Incorporated - a new, improved and content managed website was also required for the UK-based subsidiary – MacDermid Autotype. The objective for the new UK website was to enhance the quality and availability of information to the MacDermid Autotype customers, distributors and stakeholders worldwide.

The newly re-designed website has allowed MacDermid Autotype to incorporate video “How to” guides for a range of its screen printing products, including the Capillex® line of photostencil films.

The new online guides show a step-by-step approach to applying the films to mesh, as well as good practices and other useful tips, such as advice on how to reduce dust contamination during processing. The ‘How to’ section will soon be expanded to incorporate many more applications. This is part of the company’s firm commitment to be a leader in the provision of up-to-the-minute practical knowledge to facilitate the work of its distributors, as well as end users.

End users’ needs were paramount in the redesign of the new site, with priority to easily accessible product information, including highly detailed technical guides and the essential health and safety data sheets, in multiple languages. To make it even easier for visitors, much of these details are accompanied by a wealth of images and case studies on specific Film Insert Moulding (FIM), Membrane Touch Screen (MTS) and Pre-press operations.

Emma Scowen, Marketing Manager at MacDermid Autotype, explains:

“With our extensive product range, re-designing the website has been a massive operation, particularly as we need to make sure that the relevant health and safety information is correctly featured as well as regularly updated. However, we didn’t just want an online product reference guide, so providing useful features such as video tools was the ideal step to assist our customers in optimising our leading edge solutions for industrial screen printing.”

Features of the rebranded website include:

Video “how to” guides and multimedia content
Easy-to-use content management facilities provided by the industrial strength Kentico content management software platform which enables multiple MacDermid Autotype staff to manage and maintain website content subject to workflow and approval cycles
A user-friendly experience that allows users to quickly and easily navigate to specific product detail page for over 100 products
Over 5000 downloadable product brochures and technical support resources available in as many as 10 languages
Technical step-by-step ‘How to’ guides for using specific products
A distributor locator that allows users to find a MacDermid Autotype distributor selling a particular product in a particular country

The new MacDermid Autotype website can be found at http://www.macdermidautotype.com.

Obergine clients include Nielsen, Concha y Toro, Oxford University Press, University of Oxford, Cono Sur Wines, Unipart and the University of Reading.

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