Innovative Beginnings: A Look at Neenah, Inc.
Superior product mix is helps Neenah stay contemporary and competitive, but Neenah maintains that the ultimate factor in how Neenah distinguishes itself from competition is with its workforce.
Neenah, Inc., a global specialty materials company, focuses on premium niche markets that value performance and image. Formerly Neenah Paper, the company was founded in 1873 in Neenah, WI and started with a focus on paper mill operations. Neenah’s history soon intertwined with Kimberly-Clark Corporation when the latter purchased controlling interest in the company to expand their reach into newsprint in 1893. The city of Neenah’s prime location near Lake Winnebago and Fox River made it a prime industrial hub for waterpower industries. The mill adapted enduring technology like the 93-inch fourdrinier machine in 1902, which remains their present No. 1 machine. The original Neenah Mill, which is still operational today, made progressive strides with the creation of the brank watermark, a practice that has become a symbol of authenticity for business and personal correspondence. Neenah continued this forward trajectory via the introduction of its CLASSIC family of papers nearly 50 years ago. Now, the CLASSIC CREST line is now the most widely recognized premium uncoated paper in America.
The Road to Independence and Expansion
In 2004, Neenah was incorporated in contemplation of the spin-off by Kimberly-Clark Corporation of its technical products and fine paper businesses in the United States and its pulp business in Canada. The spin-off was completed, and Neenah became an independent company. Neenah Paper changed its name in January 2018 to better reflect its expansive portfolio and future endeavors. in January 2018. Neenah’s multifaceted product mix includes advanced filtration media, specialized performance substrates used for digital transfer, tape and abrasive backings, labels, and premium printing and packaging papers. A decrease in the fine papers market has led to Neenah Cotton’s launch to effectively promote their cotton fiber papers. Neenah uses its brand recognition and penchant for innovation in a consulting capacity to help businesses build their brands with superior products, print communication, packaging, and collateral.
Staying Ahead of the Curve
Superior product mix is helps Neenah stay contemporary and competitive, but Neenah Brand and Sales Manager Greg Maze says the ultimate factor in how Neenah distinguishes itself from competition is with its workforce. “What ultimately differentiates Neenah is its people and the synergy between them,” said Maze. “To do the best work and be the most creative, you always want to surround yourself with people who challenge you. At Neenah, everyone from mill workers to the marketing team continuously inspires and pushes each other to perform at higher levels.”
Current employees gave the company high praises for clear communication channels, challenging objectives, and a collaborative environment.
“They are very down to earth. I get the opportunity to have conversations with the head of our site on a regular basis. They genuinely care about what you have to say and how you’re doing.” B.R. – Planner
“I’ve heard it said that you never want to be the smartest person in the room." What this means to me is that you always want to surround yourself with people who constantly challenge you. And that has been my experience at Neenah. I have the privilege of working with an incredibly smart and talented group of people who constantly inspire and push me to perform at an even higher level than I thought possible." D.F. – Creative Director
Sustainability and Market Expansion
Neenah’s company culture and clear vision helps it prepare for forecasted industry trends like sustainability and simplicity. Outside of ensuring Neenah is EPA-compliant and producing FSC-certified papers, the company utilizes a unique tool known as the Environmental Impact Audit Report. Brands can get a breakdown of their singular project or annual overall impact on the environment to see how their carbon footprint has decreased after partnering with Neenah. Simplifying the buyer experience by creating a “one-stop” shop experience for purchasing, design, and packaging has also helped Neenah maintain a foothold in the industry.
Neenah, Inc. is embracing market expansion and setting its sights on the gift card industry. WalletHub projects the gift card industry will reach an estimated $160 billion by the end of 2018 with a compound annual growth rate (CAGR) of 23% by 2023. Consumers still purchase plastic gift cards, but large brands like Amazon are tapping into the sustainability trend with digital and paper options. Neenah has developed a new engineered paper card named NEENAH IMAGEMAX, which boasts 30% PCW and meets FSC certification standards. The paper has a smooth surface and a comes in a bright white shade for superior print quality and accurate color reproduction. NEENAH IMAGEMAX is compatible with the components found on a traditional gift cards, including magnetic strips, signature panels, and bar coding.
Neenah’s continuous expansion is largely dependent on embracing the latest technology and equipping printers with knowledge to empower their clientele. The Explore series is an interactive platform packed with information, ideas, and sample designs to demonstrate how paper and color quality can produce a more aesthetically appealing product to attract consumers. In April 2018, Neenah targeted the real estate industry with the release of Explore 6: Considerations for Real Estate. Neenah believes Explore 6 has the marketing tools to help professionals in this competitive field differentiate themselves. Users can access 16 print samples and pair them with a variety of Neenah papers, which provides a seamless customer experience and simplified creation/ordering process.
“Explore 6 contains creative examples designers and printers can use to help their real estate clients think beyond producing the typical mailer, or printing on the typical white paper, and instead produce marketing materials that will resonate with clients and ultimately convert to sales.” Greg Maze, Brand and Sales Manager, Neenah Packaging & Retail
As with any successful brand, Neenah strives to match its mission statement: “To create value by improving the image and performance of everything we touch.” The company’s solid expertise in producing quality materials, design, packaging, and consulting helps their clients project a quality image in hopes of increasing their ROI in higher sales. Neenah, Inc. hopes to continue to stay in tune with current trends while simultaneously expanding their reach into underserved markets.
