Crabtree

Background

Based in Gateshead, North East of England, Crabtree has been manufacturing its own range of metal decorating machines as well as a range of component supplies for over 50 years.

Approach

The company is renowned worldwide for its service and machines. However, it had suffered from a lack of regular marketing activities and a reduced global profile. This led to a perception, in some parts of the company’s target market, that Crabtree was no longer a leading player in its field or was no longer operating in the sector.

Solution 

• A refreshed brand image and key messages to modernise the business and help it to stand out in its market
• An updated website, social media channels and e-marketing to reflect the new brand image as well as engage with its customers and prospects more effectively
• A PR strategy to raise the profile of Crabtree and engage with trade press to reach international customers

Results

• Press releases were picked up by all core trade press as well as local press
• The managing director and senior director received direct enquiries following the issue of the press releases
• The company secured multiple export projects with customers in Asia and Africa
• In response to increased demand the company increased its headcount by more than 10 per cent