Giving a world leader the profile it deserved

Background

Seaward is a North East manufacturer and a global leader in the development and manufacturing of Portable Appliance Testing equipment (PATs). With more than 35 years’ experience in the test industry, Seaward prides itself on leading the way in electrical safety across multiple industries including manufacturing and medical.

The brief

To increase brand awareness of Seaward and maximise exposure of the product range, working with global distributors to increase its recognition as a reseller in its target regions. To support with the design and development of advertising and promotional pieces as a marketing tool for all global product launches.

Develop content for multiple audiences across a global market

Seaward designs and manufactures products for a wide range of users across the world, including medical equipment testers, line testers and portable appliance testers.

The content we used to deliver its key messages needed to be tailored to suit audiences in different countries.

We worked with Seaward to understand its customer profiles, how its products are used and the benefits of its products over those of their competitors.

Armed with this knowledge we created copy, press releases, scripts and presentations that were used to deliver an engaging story about Seaward’s innovative market leading approach.

National and international media coverage

Competition for market share remains high and Seaward was keen to target PAT users with much more personalised messaging. It also wanted to demonstrate the ingenuity involved in its products. Part of its strategy focused on training workshops, to inform the UK about the importance of PAT testing.

We developed a suite of content to inform a wide range of potential users, from electricians and contractors to health and safety managers. Consumer PR stories also demonstrated Seaward’s research and development focus and its role as a technology creator. Content was driven through a variety of national and international print publications relevant to the audience

Transcription

We offered a transcription and proofing service for Seaward’s agents in China for its strategic press releases in order to adapt our work for its market.

Exhibition design

The world renowned MEDICA conference in Düsseldorf, Germany is one of the largest medical equipment events. This was a golden opportunity for Seaward to talk to the market.

We created a visually arresting exhibition stand for Seaward’s Rigel Medical brand – complete with space for product demonstrations and meaningful discussions with customers, reps, journalists and leading thinkers in the market.

Working with trade media we set up a wrap-around campaign to bring key journalists to the stand, securing subsequent coverage.

Email marketing

As part of the worldwide launch of Seaward’s new product range, we also designed an electronic direct mailer (EDM), designed to target potential and existing Seaward customers worldwide.

Photography

We commissioned new on-site photography of Seaward’s manufacturing plant in County Durham – showcasing its engineers at work, the personality of its leadership team and the quality of its products.

The shoot, directed by Cool Blue, provided us with a range of imagery that showcased both the new product and the people behind its creation – giving us a great angle to approach a wider range of news and technology titles.