At the beginning
IMH (Industrial and Marine Hydraulics) was founded in 1983 by engineer Paul Griffiths MBE and has since grown from a home-based business to a leading global player in hydraulic engineering with experience of working across more than 50 countries.
The company delivers major hydraulic engineering projects and offers services across design, manufacturing, installation, commissioning, maintenance and repairs, as well as component supplies and training.
IMH was well known within its key customer base and sectors such as offshore, marine and subsea. However, IMH identified that it needed to refresh its brand and reshape its messaging to support growth into new markets such as automotive, and employ a strategic marketing partner to help it to implement its five year growth plan.
Horizon Works was appointed to provide strategic and tactical marketing support that would elevate IMH’s visual style and increase its brand profile and level of communication with its customers and prospects.
We proposed a brand refresh, new messaging and a visual style that would present IMH as a modern company that is able to draw on its heritage and expertise and position it as a specialist in hydraulic engineering across multiple sectors. The IMH team felt that by emphasising ‘marine’ in its branding, this could lead to confusion over its offering in sectors such as automotive and nuclear energy – and so needed addressing.
We also recognised that IMH works on a lot of high-profile projects and has a lot of company news to share – but had no outlet for this.
To build a clear marketing strategy for IMH we first conducted research into the company, the markets it works in, including relevant networks and member organisations, followed by a benchmark review of the company’s competitors.
Following our research and scoping sessions it was agreed that Horizon Works would create new messaging that would align with a refreshed brand and visual style, along with new website content to enable IMH to effectively convey the strength of its hydraulic solutions and how they can be applied to different markets.
Horizon Works refreshed the logo, strapline and visual style and created headline statements and a matrix of messages that would allow IMH to relate to each of its markets and demonstrate its capabilities and services.
As IMH’s retained marketing partner we are building up a suite of marketing collateral that IMH can use to easily communicate its business and proposition, such as pull up banners, flyers and a company brochure.
With IMH’s busy event schedule, we work closely to provide the company with research, project management and promotion of events such as Flood Expo and Offshore Europe.
To raise IMH’s profile we have drafted regular press releases, blogs and event updates that were disseminated through channels such as the press, the company website, member networks and IMH’s LinkedIn and Twitter accounts – connecting them with existing and new audiences.
“When IMH set out its exciting and challenging long-term growth plans, we recognised the importance of partnering with a professional and competent marketing partner. We don’t see Horizon Works as our outsourced communications company, we see them (and treat them) as our strategic business partner.”
Ian Duffew, Commercial Director
The results and beyond
Horizon Work’s digital expertise have been employed to grow IMH’s LinkedIn and Twitter profiles as a way to engage its audiences in projects and company news. In the time we’ve been working together we’ve seen both followers and engagement increase dramatically and it’s helping to drive traffic to the IMH website.
We have created a new company brochure which provides and introduction to the work and sectors IMH operates in and highlights the specialist engineering skills the company holds.
IMH has a number of exciting announcements in the pipeline and is continuing to win new and bigger projects. With the support of Horizon Works, IMH now has numerous ways of disseminating its messages and engaging directly with its target audiences.
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