Summary
For more than a century, Tinmasters’ site in Caldicot has employed local people to work with metal. Originally the Tinplate Works in 1880, the factory focus shifted in the early 1900s from the practical to the beautiful, in line with Edwardian elegance. Caldicot Metal Decorating’s (CMD) history as metal decorators began.
In February, Valiant, a brand and marketing agency, launched CMD as Tinmasters, telling the world – in a word – who they are, what they do, and how they do it. An available .com domain sealed the deal that this name was right for them.
The new Tinmasters name and message surpassed initial objectives. From a precarious position of a single client forming the majority of its turnover, the business invested in new technology and a new brand to help attract a wider client base, beating the two-year objectives in just three months.
About
CMD has operated as a metal printer from its site in south Wales for the past 109 years. It’s a manufacturing company whose primary role is to print customer’s designs on to tinplate or aluminium. The company has run profitably for the past 10 years.
Valiant is a small marketing agency founded in 2010 by Tina Keeble, who still owns the business. It focuses on brand strategy, identity, website design and marketing. Valiant got into the recommended agency register top 10 in the UK for seven categories this year.
Strategy
The metal packaging market in Europe is mature and has been declining gradually over the past 20 years. It is very price sensitive with established quality standards, however, it’s also clearly segmented, so certain sectors are experiencing growth. One of these is infant formula, which is the company’s specialist area.
CMD has established a reputation for good quality work and high-level service delivery, however 95% of its sales came from a single client. The client had recently been acquired by a global brand whose procurement policies required CMD to reduce its dependence on them to a maximum of 60% over a two-year period.
CMD decided to invest in new technology to significantly increase production capability by 250% and broaden its client base, rather than reduce the volume of work from its main client. The company was running at almost full capacity prior to investment.
Objectives of the campaign
CMD appointed Valiant to overhaul its brand positioning in the market and create a strong foundation from which to drive awareness of its expertise and to market the company to a broader prospect base. This would help in its drive to reduce the revenue percentage coming from its major client without reducing the volume from them.
CMD’s existing brand identity and website presented the business as a dated manufacturer and gave no indication of the expertise or high service levels provided. The website lacked information on its high compliance levels, required for the infant formula market. Its brand presence gave no visual differentiation from its two local competitors or its European competition. The process needed to clearly show their strengths and skills.
The target audience
European infant formula companies was the target audience for the company, as well as general line print, which includes everything from biscuit tins and specialist whiskey or drinks packaging, aerosols, tea and promotional packaging.
It was also important to engage and attract current and potential employees into a manufacturing industry, which is perceived as declining.
Media, channels or techniques used
The business was repositioned through a name change, rebrand and new website. The website is the single biggest marketing tool for the company. A ‘soft’ sell was well received, with a launch mailer and marketing emails as well as informative communication to all existing clients and warm prospects.
Timescales of the campaign
- Investment was secured at the start of 2017 for the new technology to be purchased.
- It began to be installed in October 2017 and started running at the end of January 2018.
- The name, brand and website work began in August 2017 with the website launched in February 2018 to coincide with the official launch of the new print line.
Budget
Total budget including brand strategy, website and content, launch mailer and brand application: £45,000
Results
The brand and website launch has been praised universally by clients, suppliers and employees. It has prompted existing clients to discuss larger and additional contracts, as well as attracting new clients and contracts.
Tinmasters has reduced reliance on its major customer and reduced their 95% revenue share to 55% without any reduction in volume production for them. This was achieved through new and additional client work. The additional 250% capacity has been filled. This was forecast to be achieved within two years and has been contractually secured within three months.
“Feedback from customers has been outstanding, and the new brand has also boosted morale and enhanced our standing in our industry. The repositioning is already reaping rewards. Valiant have exceeded our expectations and it has been a pleasure working with them on this project.”
