The Client
Metal Fabricators and Welding Ltd. - www.metalfab.ca
Metal Fabricators and Welding Ltd. (MetalFab) is an Edmonton-based custom steel fabrication and design company. With over 57 years of experience the company combines custom design and welding services to create a variety of useful products for their customers to use in their operations.
The Project
Marketing Positioning Assessment (MPA), Creative Planning, Website Redesign, Collateral Design, Advertising Design, Campaign Development.
The Story
With over 57 years in business MetalFab has grown to become a dominant metal fabrications company across Alberta. As the company has grown it has continually innovated, and in 2010 PTI was approached to determine how they could be innovative through their marketing. The company was conducting a large portion of tank fabrication jobs and repeat business but was not as successful at attaining the desired custom fabrication jobs that they felt they were best suited for.
The Solution
To best determine the course of action to innovate the company’s marketing PTI recommended a strategic approach to their marketing and communications plan. After conducting both internal and external research PTI produced a Market Position Assessment (MPA). One of the key insights produced by this report / study was that a disconnect existed between the current marketing message which spoke of standard fabrication and the internal attitude and process for custom fabrication.
PTI then began to work closely with MetalFab to produce a stronger message that supports their custom fabrication process and expertise. This development included redesigning their website imagery and content, producing a series of magazine advertisements, related sales materials and presentations. With a new more confident message and repositioning themselves as a true custom fabrication company MetalFab is now poised to win all the business they wish.
Quick Fact
MetalFab currently owns one of the most advanced water-jet cutting machines in North America! |