ACM Environmental PLC is a recycling-led waste management company offering a progressive alternative to traditional waste management services. An active member of the government’s All Party Parliamentary Climate Change Group, ACM is committed to the goal of zero landfill and produces a wide range of waste processing equipment to meet the requirements of both large and small scale commercial waste producers.
The work
Following a selection process, BBI Brandboost was engaged to produce the text content for six new 4-page Product Guides covering ACM’s high performance compactors, balers and roll packers to replace existing literature.
Key targets
These guides were primarily aimed at two distinct target audiences:
- Trade customers selling equipment with a level of expert knowledge in the products
- End user customers or potential customers that might require more explanation about the equipment and recycling processes undertaken
Tone of voice
To satisfy both target audiences, we recommended that the content had to be informative and accessible.
- Product details should be easily understood by the non-technical reader while not alienating those with waste management experience
- Overtly promotional language was inappropriate and unnecessary, since the product benefits when properly presented would speak for themselves