Expanded Metal Company

Background

The Expanded Metal Company is a Hartlepool-based manufacturer with an impressive heritage that spans over 125 years. The company was founded by John French Golding who was the inventor and patentee of expanded metal. The pioneering firm is renowned for its unrivalled expertise and its understanding of expanded metal production techniques, capabilities and applications.

Approach

The Expanded Metal Company serves clients in a wide array of industry sectors. Having undergone some major changes such as new ownership, The Expanded Metal Company identified that it needed to re-energise its marketing, raise its profile and increase the engagement with its priority sectors including construction, filtration, engineering, security, transport and architecture and reflect its rich industrial heritage.

Solution

• An in-depth communications audit that allowed us to benchmark the company against its competitors, gauge customers’ perceptions of its services and identify any opportunities/challenges
• A competitor, market and customer insight project to define a coherent and clear business proposition, USP and key messages
• Development of a marketing strategy and plan to meet the organisation’s business objectives and position the firm as a leader and innovator in the development and manufacture of expanded metal mesh products
• Creation of a new visual style and key messages that conveyed the company’s position, expertise and values
• Implementation of  marketing tactics such as PR, digital marketing (e-shots and e-newsletters), case studies, social media and website updates

Results

• The Expanded Metal Company has a much stronger UK and international profile, with a far greater digital presence
• Focused campaigns, SEO and content support have led to increased product sales through the company’s website
• Business development and sales teams now have the high quality assets they need to support their activities