In the world of manufacturing, editorial in trade magazines is often dominated by a handful of major equipment builders. So, it’s not surprising that when editors are looking to write about ‘the big picture,’ they typically turn to executives from those companies to provide expert opinions on the state of the industry.
dgs saw an opportunity for our client Sandvik Coromant, a world leader in the manufacture of cutting tools, to transcend that paradigm by creating an industry positioning initiative called ‘Manufacturing Economics.’ Manufacturing Economics focuses on the productivity gains realized when skilled workers maximize the use of cutting tools in the manufacturing process – cutting tools being an area often overlooked by management when seeking ways to improve the bottom line.
Using a business and productivity model designed by Sandvik Coromant’s engineers, dgs developed a set of communication tools that included everything from interactive multimedia to brochures, and conducted a nation-wide press tour with the company president that resulted in over 30 feature stories. More importantly, the campaign positioned Coromant right alongside the equipment builders as experts in general manufacturing topics that have top-of-mind importance to their customers and prospects.
Branding & Corporate Identity
We see dgs as a partner. Not just a vendor. They are proactive and supportive and see the needs we have that we might not see over time.