Enhancing the Global Online Experience Through Localization
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“MarketFully proactively acts as an extra set of eyes that we don’t have here, which has been very helpful.”
—Natalie Yuengel, Senior Digital Marketing Representative, Trinseo
Trinseo is a $3.7 billion global provider of chemical materials solutions and a manufacturer of plastics, latex binders, and synthetic rubber. With 15 manufacturing facilities and 10 research and development centers worldwide, Trinseo delivers innovative and sustainable solutions that help companies produce products across a broad range of end-markets.
When Trinseo separated from Dow Chemical in 2010, the divestiture included assets, manufacturing plants, sales operations, research, and engineering capabilities. The company then established its own corporate infrastructure, covering HR, IT, finance, legal, public affairs, and supply chain operations. The communications team initially created basic marketing tools, including a corporate website.
As Trinseo evolved, its public affairs team continuously monitored customer feedback to ensure their expectations were met. The insights were revealing.
“About 60 percent of our business comes from Europe and another 22 percent from Asia. We found that our customers weren’t visiting our English-language website. They could read English, but their preference was to consume our website content in their native languages.”
—Donna St. Germain, Senior Leader of Corporate and Investor Communications, Trinseo
Trinseo’s largest markets were Germany and China, making local-language websites a clear priority. However, the team was small, consisting of a digital marketing communications professional and an IT business partner, and lacked the bandwidth to manage such a complex project internally.
“If we tried to manage our multilingual websites in-house, we’d need to pay someone to translate, upload, and update the sites every time we changed something. We didn’t have that skillset or bandwidth internally. We’re just not staffed that way.”
—Donna St. Germain, Trinseo
Trinseo partnered with MarketFully to translate and operate its English website for the German market. The project’s success led to the launch of a Simplified Chinese website. Later, Trinseo re-platformed to Sitecore CMS and undertook a major website redesign.
Throughout these initiatives, MarketFully collaborated closely with Trinseo and its digital agencies, delivering authentic translations, excellent site uptime, and seamless support for both the migration and redesign processes.
“MarketFully optimized Trinseo’s multilingual websites with translated URLs, a global sitemap, and on-site search functionality that improved organic traffic and enhanced the user experience.”
With MarketFully, Trinseo now effectively serves customers in Germany and China with fully localized websites that support its rapid growth in those regions.
“Since the rollout of our Chinese and German sites, Trinseo has created a better user experience to strengthen our customer relationships.”
—Natalie Yuengel, Senior Digital Marketing Representative, Trinseo
MarketFully also enhanced Trinseo’s multilingual sites with translated URLs, a global sitemap, and multi-language on-site search capabilities, improving organic traffic and overall website usability.
During the website redesign, MarketFully, Trinseo, and its digital agencies worked closely together.
“MarketFully did a great job of working with our other agencies, ensuring that all the intricacies were covered on the redesigned translated sites. Everybody was dedicated to getting it done. That’s what really made a difference in the end.”
—Donna St. Germain, Trinseo
“MarketFully’s expertise elevated our website. Not only did MarketFully 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 account for English-to-German translations expanding text length, while English-to-Chinese translations shortened it. These details ensured that our corporate site was user-friendly across all three languages.”
—Natalie Yuengel, Trinseo
Trinseo’s experience demonstrates that even companies with small teams and limited resources can efficiently and affordably provide global customers with a high-quality online experience.
“MarketFully has been a great partner. Customer service is definitely one of their major differentiators.”
—Donna St. Germain, Trinseo
With MarketFully, Trinseo is well-positioned to sustain international growth in Germany, China, and other global markets.
