Customer Background:
Founded in 1929, Elmet Technologies is the only U.S.-owned and operated, fully integrated tungsten and molybdenum manufacturer. As a global leader in this industry, they service customers in high-impact industries such as medical, aerospace, industrial furnace, and defense.
Customer Background:
Founded in 1929, Elmet Technologies is the only U.S.-owned and operated, fully integrated tungsten and molybdenum manufacturer. As a global leader in this industry, they service customers in high-impact industries such as medical, aerospace, industrial furnace, and defense.
Challenge:
In 2023, Elmet Technologies acquired H.C. Starck Solutions Americas, another leading manufacturer and supplier of molybdenum and tungsten. H.C. Starck’s assets included three facilities and nearly 400 employees.
The goal was a seamless integration of services, to continue the manufacture and supply of both company’s product lines under the Elmet Technologies brand. The challenge to our marketing team at RH Blake was to effectively communicate this new unified story. The organization required an innovative messaging platform to market the company. The challenge was two-fold:
- Communicate this acquisition internally to employees
- Introduce the combined company externally to the market
Challenge:
In 2023, Elmet Technologies acquired H.C. Starck Solutions Americas, another leading manufacturer and supplier of molybdenum and tungsten. H.C. Starck’s assets included three facilities and nearly 400 employees.
The goal was a seamless integration of services, to continue the manufacture and supply of both company’s product lines under the Elmet Technologies brand. The challenge to our marketing team at RH Blake was to effectively communicate this new unified story. The organization required an innovative messaging platform to market the company. The challenge was two-fold:
- Communicate this acquisition internally to employees
- Introduce the combined company externally to the market
Process:
We leveraged our specialized strategic offering, RH Blake Growth Road Map™ to meet this challenge. This proprietary five-step process incorporates deep customer insights to inform market opportunity, segmentation, messaging, and offering deployment.
We interviewed Elmet and H.C. Starck internal team members and other stakeholders to gain a clear understanding of the strengths and opportunities of both organizations. Our marketing experts completed in-depth voice of the customer protocols and evaluated competitors to learn how each company differed and how their combined forces would bring new value to the industry.
Based on this research, our marketing team built a messaging framework that effectively integrated the two organization’s stories and their united offerings. The framework included guidance on a go-to-market approach and the optimal channels for the focus of their efforts. The campaign theme emphasized the levels of value that the combined Elmet and H.C. Starck forces now bring to market that they could not offer independently.
Process:
We leveraged our specialized strategic offering, RH Blake Growth Road Map™ to meet this challenge. This proprietary five-step process incorporates deep customer insights to inform market opportunity, segmentation, messaging, and offering deployment.
We interviewed Elmet and H.C. Starck internal team members and other stakeholders to gain a clear understanding of the strengths and opportunities of both organizations. Our marketing experts completed in-depth voice of the customer protocols and evaluated competitors to learn how each company differed and how their combined forces would bring new value to the industry.
Based on this research, our marketing team built a messaging framework that effectively integrated the two organization’s stories and their united offerings. The framework included guidance on a go-to-market approach and the optimal channels for the focus of their efforts. The campaign theme emphasized the levels of value that the combined Elmet and H.C. Starck forces now bring to market that they could not offer independently.
Our Services:
Videos
Strategic videos included an introduction to the new company that was shown at all Elmet locations on day one of the merger.
Brand Guide
We delivered new messaging, color schhemes, and styles to generate a new corporate identity for the combined organizations.
Marketing Ads
Targeted efforts reinforced the new messaging and brand.
Internal Newsletter
This publication kept employees up to date regarding the acquisition and emphasized the value of the new company.
Brand Hierarchy
For future acquisitions and product lines, we developed a structured hierarchy for how those will be named and organized.
Internally, our solutions addressed the change management process to ensure employees remained informed and to cultivate a positive, confident atmosphere. Externally, we leveraged a strategic three-pronged approach to launch the combined orgainization. Our strategy had to encompass all three entities that were present: Elmet individually, H.C. Starck individually, and the combination of the two companies. Our Road Map addressed competitive differentiators, positioningof each of the entities, and any gaps. Using this comprehensive approach, we successfully introduced a new, unified brand to the market.
Our Services:
Videos
Strategic videos included an introduction to the new company that was shown at all Elmet locations on day one of the merger.
Brand Guide
We delivered new messaging, color schhemes, and styles to generate a new corporate identity for the combined organizations.
Marketing Ads
Targeted efforts reinforced the new messaging and brand.
Internal Newsletter
This publication kept employees up to date regarding the acquisition and emphasized the value of the new company.
Brand Hierarchy
For future acquisitions and product lines, we developed a structured hierarchy for how those will be named and organized.
Internally, our solutions addressed the change management process to ensure employees remained informed and to cultivate a positive, confident atmosphere. Externally, we leveraged a strategic three-pronged approach to launch the combined orgainization. Our strategy had to encompass all three entities that were present: Elmet individually, H.C. Starck individually, and the combination of the two companies. Our Road Map addressed competitive differentiators, positioningof each of the entities, and any gaps. Using this comprehensive approach, we successfully introduced a new, unified brand to the market.
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