At the beginning
Founded in 1919 and a multi-award-winning company, Billingham-based Tomlinson Hall is a pump distributor and manufacturer which offers a total service to the industry, including problem-solving, pump selection, servicing, repairs and site visits. The company is an approved global distributor of major industrial pump brands, including DEPA and ELRO, and has developed its own pump, Liquivac, which it manufactures from its site on Teesside.
With a proud history and a strong reputation already, Tomlinson Hall wanted to further position itself as one of the UK’s leading pump distributors so that it would help them reach more global markets in the future.
After almost a century in business, Tomlinson Hall wanted to re-shape its marketing strategy and re-fresh its brand image – both of which would underpin its future global growth ambitions.
Tomlinson Hall’s vision was to present itself as a forward-thinking and innovative company whilst also conveying its strong engineering heritage. Because of our expertise of working with manufacturing and engineering businesses and being able to translate complexity into powerful messaging, Tomlinson Hall knew that working with Horizon Works would lead them to growth and success.
Understanding their market was crucial, not just the national landscape but globally too. This insight allowed us to explore what strengths needed to be communicated more effectively and where Tomlinson Hall was currently benchmarked against competitors.
It’s heritage and expertise were strengths that came out of the research – which included a communications audit, marketing review and interviews with their customers and internal colleagues. From feedback it was evident that there was a need for a refreshed brand and messaging to reflect these qualities and further cement its market position.
From the insight we were able to make some key strategic recommendations which would form the building blocks of a new marketing strategy moving forward. Having a marketing strategy and plan in place which was clear, connected and purposeful was critical to its future success.
First and foremost, our strategists, writers and creatives came together to translate the findings from the insight into a new brand story for Tomlinson Hall – this led to a new strapline which summed up their heritage and what they did – ‘Pump Specialists since 1919’. From this we created a new logo which was modelled around the form of an Archimedes screw, a pivotal part of the products it sells.
We implemented the new brand across a range of marketing tools from 3D animations, to the creation of a new design system and the design and development of a new website. The strategy focused on key industry sectors and we built the relevant marketing tactics around this. International and sector specific campaigns, trade PR and events were at the heart of this.
Additionally, we helped them access funding for specific campaigns such as entering new export markets.
“It quickly felt like we had our own marketing department, that close relationship we’d never had before. We’ve just closed our books this year on our best ever year in business. In 99 years of business, this is down to a number of factors, but one of them is definitely great marketing.”
Colin Simpson, Business Development Director
The results and beyond
We helped reposition and establish Tomlinson Hall as one of the leading Northern Powerhouse companies and improved its export strategy.
Through the brand repositioning and our support in award submissions, Tomlinson Hall was named SME of the Year in the NEPIC (North East Process Industry Cluster) Awards 2015, Small Business of the Year in the Teesside Business Awards 2015, Small Business of the Year in the North East Business Awards 2015. They were also finalists in the National British Chamber Awards 2015 and named Distributor of the Year in the Pump Industry Awards.
We have helped position them as a forward-looking industry leader and raised the Tomlinson Hall profile regionally, nationally and internationally through our focused marketing approach. Our continued work with them includes focused PR campaigns, content marketing, awards submissions, digital marketing campaigns and marketing support in entering new international markets.
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