Founded in the year 2000, Sorbent Technologies is an Atlanta-based manufacturing company specializing in chromatography, a discipline focused on separating mixtures by passing them through various mediums. Sorbent provides chromatography and purification equipment, as well as contract consulting services for method development and optimization.
Sorbent has been a client of the Georgia Manufacturing Extension Partnership (GaMEP) at Georgia Tech since 2015, and in that time, the two organizations have conducted several successful engineering- and design-based projects for new chromatography products like a centrifugal radial chromatograph.
In 2020, Sorbent President Marc Perla reached out to Katie Takacs at the GaMEP to increase Sorbent’s brand recognition against older, more established competitors so that the Sorbent name would become synonymous with chromatography.
After a series of planning sessions and some benchmarking against industry competitors, Takacs and the GaMEP marketing team recommended that Sorbent implement a six-month social media plan to show off the firm’s cumulative decades of expertise and increase its web presence.
By following a 24-week multimedia content calendar designed by GaMEP that strategically emphasized Sorbent’s knowledge base, various service capabilities, and product differentiators, the firm has seen its social media presence double to more than 550 followers through organic growth.
In addition to executing the social media campaign, Takacs says that she liked the way that Sorbent makes their complex work interesting and relatable, and that she enjoyed “getting to know the Sorbent team and seeing their passion for chromatography.”
Perla says, “The addition of Katie and her team has successfully benefitted Sorbent. They have risen to the challenge of garnering material, which isn’t readily available, and then grasping this highly technical information enough to mold it into client-friendly, interesting content. The result has been social marketing gains in a niche segment of chemistry.”
By: Ethan Wetherington, Georgia Manufacturing Extension Partnership