Services Equal Opportunity

Internal streamlining was also necessary. "The multiple divisions were perceived as independent entities instead of specialized Menasha services," asserts Waite. "While the functions of each location differ, they share the common goal of supporting and promoting the Menasha brand." To this end, the company reclassified its divisions as Menasha groups. "What we learned is we were originally sending a mixed message, or not even a very clear message at all," continues Waite. "This was about really focusing on who Menasha is so that both our existing customers, as well as new prospects, can understand what Menasha packaging is all about. I think it helped create more of a holistic Menasha Packaging for our employees, because sometimes our employees didn't even understand some of the things we do."