Hartlepool-based manufacturer The Expanded Metal Company is a pioneer in the production of expanded metal mesh. It has a rich industrial heritage dating back to 1889 and was founded by John French Golding, the inventor and patentee of expanded metal.
After coming under new ownership and appointing a new managing director, The Expanded Metal Company identified that it needed to re-energise its marketing, raise its profile and increase engagement with priority sectors including construction, filtration, engineering, security, transport and architecture.
The Expanded Metal Company commissioned Horizonworks to create a marketing strategy and plan which would help support the company to achieve its business objectives. To help form the strategy, Horizonworks conducted a communications audit to benchmark the company against its competitors, gauge customers’ perceptions of its services and operations and identify opportunities and challenges for the company.
As part of the communications audit, Horizonworks conducted a competitor, market and customer insight project to define The Expanded Metal Company’s USP, proposition and key messages.
Following the strategy session and feedback from the market insight, Horizonworks developed a marketing strategy and plan to meet The Expanded Metal Company’s business objectives. The key strategic marketing deliverables we recommended were to firstly create a unified and clear business proposition that showed a simplified company brand architecture and gave its range of security products a stronger identity in the market place and secondly to raise the profile of The Expanded Metal Company and position the firm as a leader and innovator in the development and manufacture of expanded metal mesh products.
To achieve the strategic marketing objectives, Horizonworks developed an integrated marketing plan which outlined regular and tailored marketing campaigns and consistent activities to the markets and audiences identified. This full-service approach utilised the following tactics and channels:
• Public Relations
• Digital marketing (e-shots and e-newsletters)
• Case Studies
• Social media
• Website updates
• Database Development
Getting the Tools in Place
Once the marketing strategy was presented to The Expanded Metal Company, Horizonworks developed the tools needed to launch the marketing plan. This included a new visual style, along with key messaging to convey The Expanded Metal Company’s expertise, values and position in the market. A new website was developed for The Expanded Metal Company’s ExMesh range of security products and we also created business development collateral for the organisation.
Horizonworks has been appointed as The Expanded Metal Company’s outsourced marketing team and will implement the new marketing strategy and plan.
“From the initial meetings with Horizonworks, their strategic and creative approach really impressed us. They have a flair for understanding business requirements along with a rounded marketing expertise that really shone through. The team at Horizonworks demonstrated a solid understanding of our business vision and growth plans.” Philip Astley, managing director at The Expanded Metal Company
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