We completely repositioned the business through a name change, re-brand and new website.
Firstly we ran our Discover process. This was the period used to really get to know the team, their expertise, their story and really importantly, help them express their values. From this we set on the road to represent them to the world in a way that better represented the specialists they really were. We changed the name from Caldicot Metal Decorators – which completely undersold their industry-leading technology and expertise – to Tinmasters. With a nod to the tinworks site that existed on their location over 100 years ago, as well as their mastery of printing onto tinplate, the name Tinmasters captured their history and skills perfectly.
The brand identity was designed to underpin and communicate their professionalism, innovation and values. Next on the list was the website. Their website is the single biggest marketing tool for the company, and we took it to a whole new level with a rich, interactive and engaging experience designed to show off their latest technology, experienced team and the fantastic results they achieve on the press. A critical part of the website is the copywriting. We needed to fully understand the processes and compliance levels Tinmasters works at to be able to deliver in the infant formula market. Only then are we really able to write content to appeal to the audiences they want to connect with – procurement managers, compliance directors and brand managers.
Finally business stationery, presentations, launch mailer and marketing emails were also designed and implemented. As well as some beautiful gunmetal foil business cards, we also produced a limited run of metal business cards too.
The complete change in positioning required planned and informative communication to all existing clients as well as prospects. Introducing a significant change can be a pivotal opportunity to engage lapsed or prospective customers. It is also critical to manage this level of change positively and frequently to existing customers, providing reassurance that the quality and service they are used to will remain.