Safety Products Group
When hired by Safety Products Group (SPG) to work on their marketing, they had just been formed through the merging of two established companies. BlueWater Manufacturing makes railings for rooftop safety and Fabenco produces railings and safety systems for inside warehouses and loading docks. It became my job to create a unified brand to promote these two product lines under one new parent company.
PROJECTS
• Infographics
• Tradeshow Graphics
• Email Marketing
• Brochure Design
• Print Advertising
• Product Sales Tools
Even though these two brands had never been sold together, their target audience has always been the same – facility and safety managers. These titles can often be held by an employee who wears many other hats as well and really only purchases safety products to meet some obscure OSHA requirement. SPG makes steel railings, they are made with pride in the USA and can be more expensive than overseas competitors. However, SPG and their sales team members are experts on fall safety and the OSHA regulations facing facility managers. In our new campaign we have turned them into not only a quality product manufacturer but a trusted resourse of information.
Individual Companies Become Product Lines
Each company had their own established brand equity so it was important to not dissipate the names BlueWater and Fabenco entirely. We established the parent SPG company but have marketed them minimally and more focused on the two product lines. Creating content marketing campaigns based around indoor and outdoor fall protection in the workplace. Tactics like safety e-newsletters and offering potential clients free Rooftop or Facilty Safety Audits has turned SPG into a thought leader in the marketplace making sure they are top of mind when the time arises to make a purchase.
Success
The renewed marketing effort has been successful in:
- Creating a new parent company brand with two updated product line sub-brands
- Significantly increasing the amount of requests for quotes and installation in 2017 and the beginning of 2018
