MLB Steel

MLB Steel

MLB Steel

MLB Steel Ltd is the UK’s largest manufacturer of lightweight steel lattice beams joists and trusses, including parallel, pitched, tapered and curved designs with spans of up to 40m.

MLB approached The Product Marketing Company for help because they plan to significantly grow the business. They wanted to modernise their brand, reconnect with old customers and grow a base of new customers through a modern programme of marketing.

In addition to their growth plan, they also needed help with internal marketing. A recent change of ownership and investment in the business was seen as very positive, however the board of directors felt that there needed to be more focus on staff communications and help for recruitment.  

TPMC were quickly asked to become members of the board and provide strategic brand direction, along with ongoing initiatives for internal and extermal marketing.

Solutions

  • Present the brand as the leading manufacturer and supplier of lattice beams and steel trusses
  • Create a new brand identity
  • Design and develop a new website - www.mlb-steel.com
  • Implement and manage all ongoing email campaigns
  • Create a brand video
  • Create internal brand value posters to communicate the values
  • Create an internal staff newsletter to communicate all activities
  • Create staff survey to benchmark staff satisfaction
  • Create an employee handbook
  • Create new company brochure and customer newsletter
  • Create new brand video
Following the successful brand modernisation, MLB then appointed TPMC to manage all ongoing marketing and PR.  This includes:

  • Create a strategic marketing plan
  • Develop marketing strategies for ongoing internal marketing and external marketing
  • Write press releases
  • Provide ongoing updates to the website
  • Write and create ongoing e-mail communications
  • Creating new sales tools
  • Developing new content for marketing communications

The marketing strategy helps the business to raise brand awareness, attract new staff, increase sales and develop cohesive marketing templates and processes in-house.

Following the acquisition, rebrand and introduction of marketing communications, MLB Steel is now seeing significant growth and expect to exceed targets and see a best ever year.

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