Eilbeck

Eilbeck family has been growing their crane manufacturing business for three generations but their latest extension – in heavy engineering services – quickly showed clear potential for growth. But it was equally clear that this technology-driven arm needed to face forwards assertively rather than rely on reputational legacy.

The challenge 

Aiming for blue-chip clients, the business acknowledged they needed to present themselves in a more professional, modern way that still respected the firm’s family history .

The solution

They had no experience in marketing, so they welcomed the idea of having an InsideOut Marketing Manager to drive things.

We started by developing a strategy, developing a compelling story about capacity, technologies and scale to position for the target levels of growth. A full marketing plan was built around this.

We refined the logo and developed a strong visual language, building around the idea of ‘powerhouse integrated engineering’, leveraging the advantages of offering several large scale manufacturing processes within the business.

Finally a brand look was designed and applied to website, collateral, stationery, email and LinkedIn campaigns.