Client:
For more than 15 years, Dolphin Software™ has been the innovation leader for chemical compliance and management solutions for Fortune 1,000 companies. The Overland Agency became Dolphin’s agency of record in 2001.

Challenge:
Overland has been Dolphin’s marketing partner since 2001, creating powerful marketing solutions that differentiate them in the marketplace: a rebrand and new website, a well-received CEO-authored book called The Nontoxic CEO in 2003, newsletters, web seminars, and, most recently, a documentary. Looking to take the differentiation even further, in 2004 Overland decided to publish a 16-page magazine, Compliance Side TCM Today, as a dramatic value-add marketing tool.

Solution:
Overland conceived the magazine’s premise—based on Dolphin CEO Mark Wysong’s theory of cost-saving Compliance Side Total Chemical Management—and created relevant content for Dolphin’s target audience: the latest OSHA and EPA news, interviews with industry experts on better chemical management, and articles about trends. The glossy article- and interview-packed magazine proved so popular that Dolphin asked for a new edition in 2005—and it was soon decided to produce an issue every July. As the magazine has gained more visibility, more enterprise and initiative leaders, including Weyerhaeuser and Chemical Strategies Partnership, have been eager to be interviewed in Compliance TCM Today. Readers enjoy valuable, Dolphin-exclusive insights to better managing their hazardous chemical inventories.

Result:
With annual publication at 70,000 to 150,000 issues, the magazine far surpassed initial expectations. It now gets polybagged and mailed with prominent industry trade news, such as Occupational Hazards and Supply & Demand Chain Executive and hundreds of subscription requests are strong throughout the year. This is just one more example of Overland’s commitment to consistently meeting client needs with fresh thinking and powerful creative execution.