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Communicate Marketing, NorwichPolar Manufacturing Case Study

 
 

Background

Polar Manufacturing Ltd (PML) is one of the most innovative and technologically advanced manufacturers and designers of composite products in the UK.

It produces affordable, precision engineered products and materials for the automotive, defence, motorsport, renewable energy, communication and marine sectors (as well as many other specialist sectors).
Polar Manufacturing
The company was previously called Polar Compositesand renamed in late 2011 to reflect the company's ability to manufacture all parts of a composite product, not just the composite material.

PML also invested in new machinery and facilities worth over £100,000, bought in a new Sales Executive and had ambitious plans for growth in 2012/2013.

Brief

Although some marketing had been produced in the past, a marketing plan, detailed budget breakdown and strategy to meet their ambitious plans for growth in 2012 and 2013 had not been produced.

Communicate Marketing were asked to help produce a marketing plan with these key objectives and the marketing materials to support the plan:

  • •  Create a unified brand online (including new website) and in print for the purpose of supporting a new Sales Executive and as a point of contact for all marketing activity throughout 2012.
  • •  Increase brand awareness to core market segments by Dec 2012.
  • •  Increase contact with potential clients to generate more leads for the Sales Executive by Dec 2012.

Results

PMLs 2012 turnover and profit was the biggest in its history, with these key marketing results:

  • •  Website enquiries have gone up substantially, with some high profile and quality leads generated – especially from core, target market segments such as automotive and defence.
  • •  The change of company name and services provided has been communicated effectively via PR and SEO. Searches tracked on Google show that 6x more people were searching for Polar Manufacturing than Polar Composites (Dec 2012).
  • •  Communicate have managed the rebranding and maintained a consistent look and feel across all marketing activity.
  • •  Communicate have worked closely with sales team to identify and target key audiences effectively.

Work

Communicate produced:

  • •  Marketing plan, budgeting and strategy – including researching and identifying the key target audiences .
  • •  New website designed and built with ecommerce section.
  • •  Pay Per Click (Google Adwords) advertising and Search Engine Optimisation (SEO)implemented to help promote the site.
  • •  New photography
  • •  PR, including review of key target media
  • •  Printed sales material – Design and copywriting for presentation folder, inserts and presentation.
  • •  Data purchase for key target audiences
  • •  Social Media plan and implementation; LinkedIn profile and advice, Twitter account and Facebook account designed and written, including first batch of posts.
Communicate Marketing in Norwich

“With the help of Communicate Marketing, PML has refocused its marketing strategy to achieve an increase in sales. The team at Communicate are willing and eager to be involved, and have taken an interested and proactive approach to understanding the nature of composite manufacturing, to identify the ideal B2B marketing strategy that will deliver results, to a strict budget and timescales. Always willing to help and bounce ideas around – they have an innovative, knowledgeable and friendly approach to marketing. A great extension to our internal team”.

 Mike Harris – Managing Director, Polar Manufacturing





 

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