IMH

Background

IMH (Industrial and Marine Hydraulics), founded in 1983 by engineer Paul Griffiths MBE, has grown from a home-based business to a leading global player in hydraulic engineering. The company delivers major hydraulic projects and offers services across design, manufacturing, installation, commissioning, maintenance and repairs, as well as component supplies and training.

Approach

IMH was well known within key sectors including offshore, marine and subsea. However, IMH identified that it needed to refresh its brand and reshape its messaging to support growth into new markets and employ a strategic marketing partner to support 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.

Solution

• We 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
• We refreshed its brand and visual style which presented IMH as a modern company and created new messaging which drew on its heritage and expertise and positioned it as a specialist in hydraulic engineering across multiple sectors
• We 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 so we developed a clear marketing strategy which focussed on the tactics and channels to support its objectives and growth plans

Results

• The refreshed logo, strapline and visual style along with the headline statements and matrix of messages we created has allowed IMH to relate to each of its markets and demonstrate its capabilities and services
• We have raised IMH’s profile through regular press releases, blogs and event updates across a range of marketing channels such as the press, the company website, member networks and IMH’s LinkedIn and Twitter accounts – connecting the business with existing and new audiences