Croft Filters wanted to position itself as a market leader for filter design and manufacture, as well as raise the profile and increase sales for its sister company, Croft Additive Manufacturing, following a major investment in a metal additive manufacturing – or 3D printing – machine.
Tangerine developed a strategically-led press office which focused on communicating Croft’s innovating and cutting edge filtration designs and its use of additive manufacturing (AM) to create products that were never before possible.
Examples of product developments, along with the benefits they offered, were presented to Croft’s target audience and sectors, which had been carefully audited and segmented at the beginning of the campaign.
To support this demonstration of expertise and position both businesses as industry leaders and innovators, Tangerine also secured regular thought leadership articles and speaking opportunities at key industry events, discussing topical industry issues, such as the future of additive manufacturing and exports within the filtration industry.
The press office activity was underpinned by a proactive social media function, and Tangerine used Twitter to reach additional audiences, create conversations and build relationships with key contacts.
The increased awareness of Croft and its capabilities since beginning work with Tangerine in September 2013 had a huge impact on the business, with Croft posting record figures and a 20 per cent year on year increase for 2013/14