Making Seaward’s Brand Portfolio Grow

The Client

Seaward is a North East manufacturer and a global leader in the development and manufacturing of Portable Appliance Testing equipment (PATs). With over 35 years of experience in the test industry, Seaward is well renowned across the globe and 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 manufactures products for a wide range of users across the globe including medical equipment testers, line testers and portable appliance testers. This presents the challenge of altering the writing style of content to suit the correct audience.

We worked with Seaward to understand its customer profiles, how its products are used and the benefits of products over competitors. This allowed us to write content that is interesting to a wide range of Seaward customers, both end users and resellers across the globe.

National and International Media Coverage

National and International Media Coverage

Competition for market share remains high and Seaward was keen to target PAT users with much more personalised messaging. 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. Content was driven through a variety of national and international print publications relevant to the audience.

Testimonial image

Rigel Medical to launch vital testing technology

“The PatSim 200 puts medical equipment through its paces by mimicking the most common vital signs of patients, such as body temperature, blood pressure, heart-rate and respiration. These tests are vital for highlighting faults with medical equipment in hospitals and healthcare facilities.”

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

We were asked to create a visually exciting exhibition stand with a core focus on the products available from Seaward Group. The exhibition took place in Düsseldorf, Germany at one of the largest medical equipment shows in the world, MEDICA.

The stand was to remain functional and fit for purpose with a clean modern look and feel and room to demonstrate products at the forefront of the stand.

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

One of the first tasks Cool Blue embarked upon with Seaward was on-site photography at its manufacturing plant in Teesside. 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.

Results

£224,000

PR value during the 18-month campaign

1:10

average ROI on PR activity

120,000

visitors attended the Medica show

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