MGS TECHNICAL PLASTICS

Marketing Strategy & Implementation

MGS TECHNICAL PLASTICS

Marketing Strategy & Implementation

Overview

MGS Technical Plastics are a manufacturing company based in Lancashire offering plastic injection moulding to local, national and global organisations. Specialising in the Automotive industry, the award winning company also service companies in the lighting, safety and security, hygiene and retail industries. Led by a team of technical experts the company has been recognised for its manufacturing excellence, commitment to employee training, company culture and corporate social responsibility.

Working through The Marketing Knot framework with the company resulted in an exciting brand evolution, creation of marketing assets and the launch of two marketing campaigns aimed at raising awareness and establishing their reputation as a leader in the market. The company were also passionate about changing the narrative around plastic, debunking myths, promoting responsible manufacturing and highlighting the positive use of plastic in the world. The result? A Positive Plastic campaign that’s bold and intelligent.

Step 1: Activation

MGS Technical Plastics had experienced significant development in the last few years investing £2 million in their people, skills and factory. They weren't done, their growth path was ambitious and they recognised the need to update and evolve their branding. They also recognised that what they needed was a marketing strategy worthy of their goals and so we began the process with a strategy day. Out of the office with key players we uncovered the unique strengths of the business, the opportunities available to them at this point in time and agreed some specific marketing objectives based on where they were at and where they wanted to be.

S1: Activation

MGS Technical Plastics had experienced significant development in the last few years investing £2 million in their people, skills and factory. They weren't done, their growth path was ambitious and they recognised the need to update and evolve their branding. They also recognised that what they needed was a marketing strategy worthy of their goals and so we began the process with a strategy day. Out of the office with key players we uncovered the unique strengths of the business, the opportunities available to them at this point in time and agreed some specific marketing objectives based on where they were at and where they wanted to be.

Step 2: Intel

A strategy must be created using data and insight as well as creativity and intuition. Diving into the plastic injection moulding industry we analysed trends and changes in the marketplace gathering an understanding of the conversation taking place, the key brands operating within it and establishing where our unique edge allowed us to stand out.

As well as market research we gathered insights from our customers and suppliers. A mix of informal conversation, formal interview and surveys enabled us to gain deeper understanding of industry challenges, requirements and mindset.

We replicated the same approach internally, carrying out workshops and interviews with employees at all levels and functions in the business. This provided vital insight into how 'Team MGS' saw themselves, unearthed more strengths we needed to communicate and opportunities for innovation. The result was a clear picture that started to become a plan of action.

S2: Intel

A strategy must be created using data and insight as well as creativity and intuition. Diving into the plastic injection moulding industry we analysed trends and changes in the marketplace gathering an understanding of the conversation taking place, the key brands operating within it and establishing where our unique edge allowed us to stand out.As well as market research we gathered insights from our customers and suppliers. A mix of informal conversation, formal interview and surveys enabled us to gain deeper understanding of industry challenges, requirements and mindset. We replicated the same approach internally, carrying out workshops and interviews with employees at all levels and functions in the business. This provided vital insight into how 'Team MGS' saw themselves, unearthed more strengths we needed to communicate and opportunities for innovation. The result was a clear picture that started to become a plan of action.

Step 3: Segmentation

Manufacturing is a competitive industry within which to operate, especially when competing globally within markets that demand the highest quality standards on the tightest deadlines. Long term relationships are critical to sustainable profitability but in a world where anything can change due to global market fluctuations, political instability and more, it is essential to keep one eye on new business.

In this part of the process we analysed our existing customer groups as well as identifying new target audience opportunities. Using all the insights gathered in step 2, we went further than understanding how the business services these different customer groups to establish how the marketing could and should be targeted and personalised.

S3: Segmentation

Manufacturing is a competitive industry within which to operate, especially when competing globally within markets that demand the highest quality standards on the tightest deadlines. Long term relationships are critical to sustainable profitability but in a world where anything can change due to global market fluctuations, political instability and more, it is essential to keep one eye on new business. In this part of the process we analysed our existing customer groups as well as identifying new target audience opportunities. Using all the insights gathered in step 2, we went further than understanding how the business services these different customer groups to establish how the marketing could and should be targeted and personalised.

Step 4: Position

Now, with a deep and data driven insight into what customers care most about, as well as a full picture view of where the company excels, we could evolve the branding to accurately reflect the technical excellence being delivered on a daily basis. In this step we pulled together the substance of the brand - vision, values, key messages and more - before using it to evolve the style and visual element of the branding.

Selecting the right creative partner was critical yet simple thanks to the clarity we now had around exactly what we needed to create. Working step by step with full consultation with leaders and employees in the business we transformed the brand into something we could all be proud to show off but more importantly had the flexibility and creativity necessary for the marketing plans taking shape.

S4: Position

Now, with a deep and data driven insight into what customers care most about, as well as a full picture view of where the company excels, we could evolve the branding to accurately reflect the technical excellence being delivered on a daily basis. In this step we pulled together the substance of the brand - vision, values, key messages and more - before using it to evolve the style and visual element of the branding. Selecting the right creative partner was critical yet simple thanks to the clarity we now had around exactly what we needed to create. Working step by step with full consultation with leaders and employees in the business we transformed the brand into something we could all be proud to show off but more importantly had the flexibility and creativity necessary for the marketing plans taking shape.

Step 5: Experience

In step 5 our goal is to understand the full customer experience and ensure we are meeting and exceeding expectations at every interaction so nothing is undermining our marketing efforts.

Analysing and mapping out the journey from the typical first interaction through the sales process, production and delivery and every other interaction between, we can give thought to where we need to increase engagement or direct resources.

In this instance we gave particular attention to customer engagement, looking at where both service and marketing communications were needed and valuable for both company and customer.

Designing a new annual customer survey in addition to the company's visit programme introduced some valuable benchmarks as well as providing an opportunity for gathering testimonials and keeping in tune with wider attitudes and priorities. This was just one example of the tweaks implemented at this stage to maximise marketing efficiency and intelligence.

S5: Experience

In step 5 our goal is to understand the full customer experience and ensure we are meeting and exceeding expectations at every interaction so nothing is undermining our marketing efforts. Analysing and mapping out the journey from the typical first interaction through the sales process, production and delivery and every other interaction between, we can give thought to where we need to increase engagement or direct resources. In this instance we gave particular attention to customer engagement, looking at where both service and marketing communications were needed and valuable for both company and customer. Designing a new annual customer survey in addition to the company's visit programme introduced some valuable benchmarks as well as providing an opportunity for gathering testimonials and keeping in tune with wider attitudes and priorities. This was just one example of the tweaks implemented at this stage to maximise marketing efficiency and intelligence.

Step 6: Process

In step 6 we look at everything sales. What's the process? What challenges are holding us back? Where can the marketing support the sales effort? How can we make everything easier for the customer? Answering these questions and more enables us to ensure we are not missing any opportunity to service existing and new customers.

We look at customer relationship management and what systems are in place to ensure the appropriate and satisfactory handling of every interaction. Knowledge is indeed power when it comes to marketing and every individual in the business needs access to the information that enables them to do their job to the best of their ability and service customers to the highest standards possible. Personalisation is achieved when knowledge becomes insight becomes considered action.

S6: Process

In step 6 we look at everything sales. What's the process? What challenges are holding us back? Where can the marketing support the sales effort? How can we make everything easier for the customer? Answering these questions and more enables us to ensure we are not missing any opportunity to service existing and new customers. We look at customer relationship management and what systems are in place to ensure the appropriate and satisfactory handling of every interaction. Knowledge is indeed power when it comes to marketing and every individual in the business needs access to the information that enables them to do their job to the best of their ability and service customers to the highest standards possible. Personalisation is achieved when knowledge becomes insight becomes considered action.

Step 7: Assets

When it came time to invest in marketing assets the board could allocate resources on sound strategy knowing exactly why the investment was necessary and how it was going to help the company achieve its objectives.

For MGS Technical Plastics it was time for an updated website to educate the industry on all the services they can and do provide and a new video to get the attention of new and potential customers alike.

A new digital brochure was created replacing an outdated print version. Going digital made both financial and creative sense as it could easily be updated to keep up with company innovations and changes as well as facilitating a more personalised, targeted approach to marketing allowing for specific industry editions.

New email designs were created as well as other marketing collateral being updated to match new brand guidelines. The creation of the assets was staged with as much work being carried out internally as possible to minimise cost. For key creative pieces specific individuals were identified for the job and the result was an impressive level of quality delivered at exceptional value.

S7: Assets

When it came time to invest in marketing assets the board could allocate resources on sound strategy knowing exactly why the investment was necessary and how it was going to help the company achieve its objectives. For MGS Technical Plastics it was time for an updated website to educate the industry on all the services they can and do provide and a new video to get the attention of new and potential customers alike. A new digital brochure was created replacing an outdated print version. Going digital made both financial and creative sense as it could easily be updated to keep up with company innovations and changes as well as facilitating a more personalised, targeted approach to marketing allowing for specific industry editions. New email designs were created as well as other marketing collateral being updated to match new brand guidelines. The creation of the assets was staged with as much work being carried out internally as possible to minimise cost. For key creative pieces specific individuals were identified for the job and the result was an impressive level of quality delivered at exceptional value.

Step 8: Implementation

Business doesn't happen in a nice straight line and so whilst working our way through The Marketing Knot framework implementation of marketing communications and campaigns had already begun. Brand building is a long term investment but there will always be marketing activity that needs to happen now, before assets are ready and so that is exactly what happens.

In step 8 we craft a 12-month implementation plan which outlines both short term marketing campaign activity and long term customer relationship and brand development activities. The simple action plan includes timescales, resource allocation and all the directions needed for successful implementation.

At MGS Technical Plastics we created a plan for evolving the brand and marketing assets over a 12 month period as well as two campaign plans based around raising brand awareness and establishing their position in the market. Tactics included targeted email marketing, PR, Networking, Event speaking and hosting plus increased use of Social Media. The purpose was to use a variety of tactics that would suit the company resources, skill set and audience preferences maximising impact by introducing a consistent, integrated approach.

S8: Implementation

Business doesn't happen in a nice straight line and so whilst working our way through The Marketing Knot framework implementation of marketing communications and campaigns had already begun. Brand building is a long term investment but there will always be marketing activity that needs to happen now, before assets are ready and so that is exactly what happens. In step 8 we craft a 12-month implementation plan which outlines both short term marketing campaign activity and long term customer relationship and brand development activities. The simple action plan includes timescales, resource allocation and all the directions needed for successful implementation. At MGS Technical Plastics we created a plan for evolving the brand and marketing assets over a 12 month period as well as two campaign plans based around raising brand awareness and establishing their position in the market. Tactics included targeted email marketing, PR, Networking, Event speaking and hosting plus increased use of Social Media. The purpose was to use a variety of tactics that would suit the company resources, skill set and audience preferences maximising impact by introducing a consistent, integrated approach.

The Video

Our goal was to create an eye catching, fast paced video that would grab eye balls and communicate our key messages in around 60 seconds.

Using the new photography and brand design to lead the way we captured key clips of video that kept the tempo fast and clean. The result was a video that will stand the test of time and successfully received praise from peers within and outside the industry.

The Branding

Our aim with the branding was to keep the essential style of the long standing logo for visual recognition but evolve and expand the brand to bring it up to modern standards.

Direction came from the style of photography and preferences of the team for something clean, modern and dynamic. With a very strong brief the designer was able to work in collaboration with us to create something that balanced the need to maintain the essence of the company whilst creating something bold and eye catching.

The Website

The existing design was dated and not representative of the direction the brand was moving in. However it was not necessary in this instance to create something 'flashy' or overly complex. As a result we focused on updating the aesthetics of the site and giving it the flexibility to allow us to drastically increase the amount of content on the site.

Using an easy to manage content system we were able to create the framework for the site and basic design whilst creating the pages internally for speed and financially savings. We ensured the site would be easy to manage and update so that all future work could be carried out internally, quickly as demand required.

Visit the live site at mgsplastics.co.uk

The Creative Team

Stephen Caton, Source

I’ve worked with Stephen for over a decade and whenever I have a project that is complex, high profile and needs executing to the highest standard, he is my choice. The team at Source are highly creative but it is there ability to communicate visually exactly what I have in my head – as well as suggest ways to enhance it – that I admire most. Stephen is brilliant at working with an existing brand, retaining the original essence whilst adding creative twists to bring it up to date.

 

Wayne Myers Photography

The absolutely stunning photography by Wayne was a game changer. Plastic suddenly looked sexy and with the new images came the entire vision for the brand. Not only can Wayne create iconic images but he also did a fabulous job with the headshots capturing a natural approachable look.

 

Rob Hallam, Bigtank

Finding the right partner for the video was perhaps the hardest challenge. Rob was impressive from first meeting and immediately understood the style and vision for the project. The very first cut of the video had us all suitably excited for the launch. A great job done.

 

The Creative Team

Stephen Caton, Source

I’ve worked with Stephen for over a decade and whenever I have a project that is complex, high profile and needs executing to the highest standard, he is my choice. The team at Source are highly creative but it is there ability to communicate visually exactly what I have in my head – as well as suggest ways to enhance it – that I admire most. Stephen is brilliant at working with an existing brand, retaining the original essence whilst adding creative twists to bring it up to date.

 

Wayne Myers Photography

The absolutely stunning photography by Wayne was a game changer. Plastic suddenly looked sexy and with the new images came the entire vision for the brand. Not only can Wayne create iconic images but he also did a fabulous job with the headshots capturing a natural approachable look.

 

Rob Hallam, Bigtank

Finding the right partner for the video was perhaps the hardest challenge. Rob was impressive from first meeting and immediately understood the style and vision for the project. The very first cut of the video had us all suitably excited for the launch. A great job done.

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