Processed Metals Innovators (PMI) has a history of great outcomes in supply chain steel stamping, laser cutting, and coil processing. The brand visuals and messaging had changed little since the company's founding in 1998, while the industry around it had changed dramatically over the past 20 years. It was time to revisit the aging brand and create something that empowered them to recruit and retain more area talent, while also attracting new customers and reducing commoditization of their capabilities.
PMI felt their current messaging was not connecting with their customer base nor their prospective employees. For this reason it was important to inject new life into the brand through their messaging and visual identity.
Their goals were to update their brand identity, positioning, and messaging, and create a new website to better communicate their capabilities to their team and their customers alike.
• Over 2000 pageviews/mo in first quarter since website launch
• Universal positive feedback on updated brand identity from clients and employees
• Improvement in recruitment efforts with 9.7% Employment app conversion rate.
PMI and Satellite Six collaborated to profile their supply chain customer profile and sales process, including purchasing agents and management, and Satellite Six developed messaging to address the unique needs of both audiences.
Satellite Six also worked with PMI to address the unique needs of their HR recruitment efforts, to help raise the stature and modernized appeal of the company so more prospective employees would consider applying to PMI.
From this, a strategic brand and website plan was developed, restructuring the brand’s messaging, key terminology, perception goals, and marketing goals.
Using the new brand and messaging strategies, a new visual identity was created to reflect a modern, tech-savvy manufacturer that is more reflective of the current capabilities of PMI. This new brand was designed to resonate with purchasing agents and decision makers to improve perception as a reliable and efficient partner in manufacturing. The updated look was also designed to attract a workforce of primarily men, 18-40, looking for a manufacturing job with modern capabilities.
This visual identity was then applied to materials planned as part of the sales and marketing plan. Items designed include a trade show booth, several industry-specific brochures, folders, flyers, and pieces targeted to niche groups within the broader audience base. The new brand and visual identity materials have met with near universal praise from PMI and its client base.
Designed with recruitment and lead generation in mind, the new PMI website was built to address the needs of purchasing agents across several key industries PMI services.
The site ranks highly for several key terms in Wisconsin since launch, and is performing extremely well as a recruitment tool, boasting an almost 10% conversion rate on the employment application form. The site also serves as an HR portal, enabling the department to distribute materials and forms in a paperless way.
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