WHO SAYS MACHINES
DON’T HAVE A HEART?
The Plot
Northwood Machine is a 30-year-old manufacturer of CNC machines for the stone works industry. It’s a family-run business with a legacy of inventing machines and efficient processes that propel the industry forward.
Northwood Machine’s products are superior in quality, but the brand’s public persona struggled. However, despite manufacturing inferior machines, Northwood Machine’s copycat competitors had a superior brand and better marketing. They were gaining market share.
Northwood Machine’s salesmen couldn’t get a seat at the table. I developed a brand strategy, marketing recommendations, and a communications strategy to cut above the marketing “b.s.” of competitors, reach prospects first, and drum up prospective interest.
Northwood Machine wanted to spotlight its longstanding history, its people, and its core values while also sharing how it practically and tangibly improves job efficiencies and profits for its target audiences (companies who need the machines to cut and mill stone and marble slabs for home improvement projects.)
About the Project
Client
This project was done in collaboration with our wonderful partners at MOD.
Year(s)
2020-2021
Role(s)
Brand discovery and brand strategy
Marketing strategy and activation
Brand story development
Communications strategy
Creative direction
Photography
The Approach
Discovery meetings to collect key insights and identify goals
Independent research on Northwood Machine’s niche industry and competitors
Brand narrative
Brand video with the founder’s story
Customer interviews to gain insight into target personas
Idea generation for storytelling content
Communications launch plan
The Activation
Refreshed brand identity (logo, templates, sales materials)
Developed the brand story (key marketing message + emotive stories)
Documentary photography to highlight the people and the process
Brand video to integrate Northwood Machine’s “why” and superior advantages
Content editorial calendar to support their social media coordinator
The Results
Quantitative:
Increased sales by $3.2 M+ within 3 months of communications launch, and still going
Demand so high operations shifted into heavy overtime
Responsible for increasing market share by 20%
Impressions: 54,973
Qualitative:
Improved brand awareness
Ease of sales: Steady inbound leads led to an easier and faster sales process
More customer connection to the heart of the Northwood Machine Brand
Ease of marketing: Image library and content ideas for social media, email marketing, digital ads, and more.
The Story
