Diagnose
EDM is a 50-year-old company with traditional engineering roots. They had recently undergone a management buyout and the new owners wanted to change the perception of the company from a traditional engineering firm to a provider of world-class simulators.
In order to grow the business, the penetration and development of key market sectors was identified.
However, the company was still perceived as a small engineering firm and lacked the kudos and credibility to break into these lucrative opportunities.
Apart from their positioning issues, their marketing collateral was dated and staid, only serving to reinforce the perceived unsuitability to compete with the big brands.
A number of competitors were international, well funded and aggressive, therefore EDM were failing in their approach of taking them on head to head.
They had previously done little marketing and therefore urgently needed a brand and marketing strategy to help them get in front of the worlds leading airlines, military, defence and rail companies.
Clock worked with the Directors to develop a strategy by evaluating their business objectives, sources of competitive advantage through a ClockWiseTM Brand Development Programme.
Advise
The audits and analysis provided us with a number of key insights that then informed the development of the brand positioning and future strategy direction.
EDM would, rather than going head to head with its competitors, focus on providing a niche product and service offering to a much more targeted audience.
This approach underpinned EDM’s commercial objectives and we then mapped out the key stages in moving forward along with how to measure the effectiveness of the strategy.
It was important to give them a confident, credible look and tone of voice, and promote their highly specialist skills together with a clear positioning.
This would be achieved in conjunction with a rebrand that gave them an image and persona to put them on the same stage as their competition.
Create
We designed a modern, confident brand identity that reflected EDM’s positioning and extended it through all corporate collateral and, over a 12-month period, handled PR on an international scale. We implemented trade advertising and exhibitions, researched the audiences, built, designed and optimised a new website, and prepared internal presentations informing staff of the new company positioning and strategy together a range of new business direct mails, brochures and e-shots.
All this had a cohesive look and style to sustain a uniformity and awareness of the new brand.
Measure
- Requests for tenders received from BA, Singapore Airlines, US Military, Rail Track and Virgin
- Converted contracts with Singapore Airlines, Rail Track and Virgin
- Received the first orders from Lockeed Martin – a hugely significant milestone in penetrating the US Military market
- Over a 10-month period, experienced 24% increase in brand awareness among key press titles
- Company growth from £2m to over £6m turnover across a 5-year period
- EDM is the now leading European simulator company and has received numerous awards for export, growth, business and marketing strategy
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