Our Journey With... The Expanded Metal Company

Samantha Davidson, Managing Director of B2B marketing specialist Horizonworks, explains how her company has helped a major North East manufacturer to build its profile and ignite new opportunities.

Hartlepool-based manufacturer The Expanded Metal Company is a pioneer in the production of expanded metal mesh. It has a rich industrial heritage dating back to 1889 and was founded by John French Golding, the inventor and patentee of expanded metal. However after coming under new ownership and appointing a new managing director, The Expanded Metal Company identified that it needed to reenergise its marketing, raise its profile and increase engagement with priority sectors including construction, filtration, engineering, security, transport and architecture. The company appointed us to act as its outsourced marketing team. We worked closely with The Expanded Metal Company to create a marketing strategy and plan which would help support the company to achieve its business objectives.

To help form the strategy, we firstly conducted a communications audit, competitor analysis and market insight to benchmark the company against its competitors and gauge customers’ perceptions of its services and operations, along with defining The Expanded Metal Company’s USP, proposition and key messages. Secondly we outlined their strategic marketing objectives and developed an integrated marketing campaign to position The Expanded Metal Company as a leader and innovator in the development and manufacture of expanded metal mesh products. Thirdly, we deliver the plan on an ongoing basis marketing tactics include PR, digital marketing, social media and targeted campaigns. We have also created a new website for The Expanded Metal Company’s ExMesh range of security products and developed new marketing messaging and business development collateral for the organisation. Philip Astley, Managing Director at The Expanded Metal Company said: “From the initial meetings with Horizonworks, their strategic and creative approach really impressed us.

They have a flair for understanding business requirements along with a rounded marketing expertise that really shone through. The team at Horizonworks demonstrated a solid understanding of our business vision and growth plans.” Samantha Davidson, Managing Director of Horizonworks, said: “The Expanded Metal Company has a reputation for being a leader and innovator in its field and we are delighted to working with Philip and the team. They have a clear vision to build on their fantastic global success and it’s great for Horizonworks to be part of their journey.” The Expanded Metal Company operates from a 25,000+ sqm site and works closely with contractors and end users to create bespoke solutions for their projects, drawing on its wide-ranging design and manufacturing expertise, and high-class production capabilities.

It stocks and supplies a wide range of high quality expanded metal mesh products and offers specialist capabilities in metal work, such as cutting, welding, drilling, punching, shearing and roll forming. Horizonworks specialises in working with businesses from the manufacturing, engineering, automotive technology and innovation-led sectors. We offer marketing, strategy, PR, creative and digital services – all under one roof – to ensure all elements of marketing work together to generate the best results for our clients. Clients who have been through the Horizonworks journey from strategy to delivery include: global pump distributor and manufacturer Tomlinson Hall; contract research and development organisation Arcinova; Sunderland-based asbestos management consultancy Franks Portlock; training provider Seta, wealth management practice Broad Chare Partners and the Advanced Manufacturing Forum. Horizonworks is now working with Teesside based ENEX Group, a mechanical engineering services provider and AmeriWater, a leading provider of water treatment equipment based in the US. We will be revealing more in an upcoming issue, so watch this space!