Transformations in Manufacturing
Situation
Powder Metallurgy is the process of treating powdered metal alloys with high pressure and intense heat to produce solid parts. 40% of the world’s powdered metal parts are produced in north central Pennsylvania for multiple applications including automotive and home appliances. With over 50 manufacturers in the area, the region is known as the “Powdered Metal Capital of the World.”
SMC Powder Metallurgy (SMC PM) and SMC Carbon were both headquartered in the same offices in St. Mary’s, Pennsylvania. Although SMC Carbon is in a different business, the similarity of the two companies’ names and their joint offices created confusion. To differentiate themselves in a commodity market and create better opportunities for future growth, the CEO of SMC PM was taking bold steps to revitalize the company, including a new state-of-the-art manufacturing facility. Marshall Strategy was asked to assist in re-positioning and re-naming the company.
Strategy
After spending time touring SMC PM offices and manufacturing plants, and meeting with company executives and employees, we developed several goals:
- Eliminate confusion between SMC PM and SMC Carbon
- Differentiate SMC PM from other Powder Metallurgy companies
- Attract new, major customers who will place large orders
- Attract and train the most highly skilled employees
- Become the “go-to” resource for powder metallurgy questions and R&D
- Create a “Wow” factor locally and in the industry
We began by developing a name that would communicate the company’s commitment to transforming manufacturing and enabling new product development. The coined name Catalus Corporation conveyed the catalytic impact the company would have on their customers.
We crafted a positioning narrative that complemented the name.
With our commitments to innovation, advanced manufacturing, and proactive customer support, Catalus delivers more than advanced parts and components. We deliver competitive advantage to our customers in their existing and future markets.
Implementation
The company’s new messaging focused on “creating competitive advantage” for their customers and a “superior work environment” for talented employees. To highlight their innovative capabilities and to create a place for customers to brainstorm with experts, we recommended that Catalus transition its existing plant into the only dedicated R&D Center in the industry. To visually communicate the company’s new direction, we worked with our partners Jerry Kuyper and Noble Studios to create a dynamic new identity and website, including SEO and SEM strategies.
Results
Catalus Corporation launched its new name, identity, and website in October 2018. Employees, clients, and the community celebrated the company’s new focus and desire to transform both the industry and the community.
