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Miller Centrifugal Casting
A Journey of Change and a Story of Perseverance

Need/Opportunity
Centrifugal casting is an old and valuable industrial process that's difficult to describe, but easy to understand — once you see it. With this challenge in mind, WordWrite Communications worked with Miller Centrifugal Casting to develop a sales and financial presentation of the company, its industry and market. Plant visits, interviews with Miller leadership and a review of technical materials on the centrifugal casting process were part of the research process.

Intended Audiences
The audience for this presentation included customers, the steel industry and the financial community, including potential investors.

Objectives
The objectives of the presentation were to:

Tell the story of how the company’s employees and leadership transformed the Miller plant to a high-performing, centrifugal casting facility from one that was near closure;
Showcase the company’s unique centrifugal casting process and its problem-solving ability for its customers; and
Forecast the company’s future and the reasons it is well positioned for success.

Project Description
Key messages for this presentation were aimed at positioning Miller as:

Having the courage to make the necessary changes to transform from a plant near closure to a high-performing, centrifugal casting facility; and
Owning a unique casting process that, coupled with its industry experience, give the company a distinct competitive edge;

The full-motion video of the casting process was at the heart of the project, shot specifically for and imbedded in the presentation. Images were also extrapolated from the video and used in the presentation template. Product images taken at the plant were also used in the presentation.

The entry is unique in that the presentation goes beyond the standard PowerPoint to demonstrate, through full-motion video and custom imagery, the story of a company that was near closure and the steps it took to turn the tide largely drove the visuals for the presentation.

Several graphic and communications elements fuse to create an engaging presentation that is reflective of the company and industry it showcases. Color choices are contrasted with custom photography of the bright, fiery casting process. The use of motion in presenting text, treatment and presentation of photography, and the custom, full-motion video of the casting process tell the story of a company that overcame long odds to achieve great success.

Results
The presentation earned top honors at the Institute of Roll Design’s Spring 2008 meeting, and has been a centerpiece in financial presentations to potential investor groups, leading to advanced discussions with a potential investment group.