Client: APEX Fabrication

Industry: Business to Business (B2B)

Challenge: This family-owned fabrication facility offered experience in design, engineering, rapid prototypes, and installations.  Their primary source of business was in the defense industry and after the 9/11 surge, there was an overall decline in production in that industry.  APEX wanted research on new vertical markets, a new brand platform and position and all new marketing materials.  In addition, they needed a public relations strategy to build credibility in emerging markets.

Solution:  HCP completed research on different vertical markets including bridge building, rapid prototyping, highway/road signage and many other untapped markets.

After rationalizing the new markets, HCP worked with management to complete a corporate snapshot in order to effectively produce a full marketing plan and budget.  From on site photo shoots of a full inventory of machinery to a new logo and corporate identity, HCP implemented the new look and feel throughout the company over the period of six months.  Other tactics included new sales and data sheets for new vertical market products; changing a conventional B2B business to also offer B2C products, thus enhancing new channels of revenue.  Tradeshow management and a full public relations plan helped spread the word that APEX was organized and offered new products and “signature” services unlike any other fabrication facility in the northeast.