CASE STUDY

Championing a Circular Future: Launching the PSRA

CLIENT: AmSty and the Polystyrene Recycling Alliance

The Challenge

Polystyrene is an essential, sustainably produced plastic that enhances our lives every day in important ways – food packaging, home insulation, appliances, medical applications and even safety gear like bike helmets. However, the misconception persists that polystyrene isn’t recyclable. That’s simply not true. It is being recycled – and in an innovative way that breaks down the material to its base components and creates new polystyrene with the same quality and durability as the original products.

In a world that’s looking to industries to be more sustainable, the growing negative perception of polystyrene has caused some companies to look for alternatives and a growing number of states proposing and, in some cases, approving bans on certain polystyrene products.

In 2024, two industry innovators, AmSty and INEOS Styrolution, came together to propose a non-profit organization that would bring polystyrene and expandable polystyrene stakeholders around the table to not only combat the negative perceptions but work to expand access and rates of polystyrene recycling. With no time to waste (pardon the pun), an urgent comprehensive strategy was required to bring the organization to life in short order.

Our Approach

We leveraged our deep knowledge of the polystyrene industry through our previous work with AmSty to create an overarching brand and go-to-market/launch strategy for the Polystyrene Recycling Alliance (PSRA) that included a variety of assets and engagement.

While AmSty and INEOS developed organizational structure and membership parameters, we went to work developing foundational messaging: a logo and brand kit, informational flyers, a website and a promotional video featuring founding members – all to provide PSRA with the resources required to align internally and to solicit members before a formal launch.

Taking advantage of the high-profile Plastics Industry Association NPE: The Plastics Show where AmSty was a trade show exhibitor, we developed a strategy for a soft launch that included signage, information handouts, messaging and social media amplification of the event.

As initial member recruitment and awareness continued, the Look East team further developed the website with key messaging and imagery. We also produced additional videos featuring new-member testimonials, as well as an animated video highlighting a roadmap for success. We created a PSRA LinkedIn account and YouTube channel, populating both with content, and implemented a robust social media strategy that included frequent posts highlighting member and industry progress.

Anticipating media interest following the formal launch and distribution of a news release to industry trade publications, we conducted media training for the PSRA board chair.

To maintain momentum post launch, we developed a launch-specific content calendar for continued social media posts and engagement.

The Results

PSRA is leveraging the momentum of the increased visibility – and credibility – through a successful launch to garner additional interest, conduct key stakeholder meetings and grow its membership, which now represents all sectors of the industry. In addition, the board chair is being asked to speak at influential industry events.

Look East was instrumental in helping us bring PSRA to life. Their deep understanding of our industry, combined with strategic guidance and professional execution, made the launch seamless and impactful. They didn’t just build a brand – they helped us build widespread awareness and important momentum.
Richard Shaw, PSRA Chair, AmSty Director of Circular Economy & Sustainability

Look East brought a clear vision and a deep sense of purpose to the PSRA launch. Given a very aggressive timeline, the team approached the project with a sense of urgency and excitement – telling our story in a way that inspired confidence and laid the foundation for long-term success.
Justin Riney, Sustainability Commercial Manager, Americas, INEOS Styrolution