Manufacturing Technology: Case Study Summaries
Smith-Winchester experience serving the marketing needs of manufacturing technology companies encompasses dozens of years of recent work in the field, primarily by Jim Meloche, Dave Schmidt, and Steve Penn, who joined Smith-Winchester after being principals in other agencies focused on the manufacturing sector (Profile - SW Team)

Below: just a few brief summaries of some of our work:

New Global Machine Tool Giant
Client: MAG Industrial Automation Systems

Ownership, partnerships and alliances change quickly in today's manufacturing technology world. When names change, communication to the marketplace must be multi-pronged and repeated often to key audiences.

The new MAG Industrial Automation Systems (MAG-IAS), encompassing eleven machine tool and automation companies (including some of the best-known brand names in the industry) realized this challenge.

The value of their IMTS 2006 exhibit-floor "premiere" was maximized via two press conferences on the balcony of the exhibit, arranged and coordinated by Smith-Winchester. Over 30 editors from 23 key publications, from metalworking magazines to Industry Week, attended and were given comprehensive multi-media press kits after hearing President Roger Cope introduce the scope and purpose of MAG. Article ideas and follow-up plans were discussed by editors and Smith-Winchester PR professionals on the spot.

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Smith-Winchester also produced a concise video overview of the MAG companies and their technologies, providing a backdrop and reference focal point for the exhibit; a longer-narrated version was produced simultaneously for subsequent use with prospects and the press.

In addition to MAG, a major media relations campaign for Fadal (now a MAG-IAS company) was launched by Smith-Winchester, resulting in immediate, saturated coverage of their new FX line of vertical machining centers.

Smith-Winchester personnel have also written articles and created marketing campaigns for Gleason, Tree, Bridgeport, Mazak, Cross, Lamb, Ex-Cell-O, Ingersol-Rand, and others. Robot manufacturers have included Comau, Fanuc, Kawasaki, Motoman and Nachi. Tooling producers included Carboloy, Valenite, T.M. Smith, and Bilz·as well as workholding experts De-Sta-Co and SMW Systems.

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Manufacturing Process Software
Client: Delmia

This leading provider of manufacturing process and plant simulation software had recently reorganized, uniting three companies into one. As a result, there was confusion in the marketplace as to who they were, particularly because they had historically kept a low profile in comparison to their competitors.

Our team was called in to help raise awareness by getting more coverage in trade publications - specifically articles that associated Delmia with their well-known, high-profile customers. Existing case studies that had not been publicized were pushed out to the press, along with frequent new press releases with new boilerplate that succinctly described the company's evolution and new organization.

Within a year, monthly "hits" averaged 27, up from 7 per month previously, and content began to saturate the internet and positively affect search engine results.We've also worked for Cimlinc, EDS, Open Mind, and many hardware producers who also sell software.

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Metalforming ("1000-Ton Alley" Stamping Automation)
Client: Atlas Technologies

Using intensive, persistent direct marketing, PR and advertising, a market was created within the automotive and appliance industries for a new technology that allows 1000-ton stamping press dies to be changed over in minutes, not hours, saving metal-formers millions through reduced downtime. By the fourth year, six other competitors had joined the fray. By the eighth year, Atlas systems outsold all competition combined. It's a testament to relentless marketing communications integrated with a focused sales effort.

Metrology / Quality Control
Client: Marposs

Marposs (a current Smith-Winchester client) designs and manufactures inspection, measurement and process control technologies. The company introduced a flexible in-process gage system, with the timing of release of key messages via PR a crucial issue (to avoid tipping off the competition).

Direct mail, delivered "just in time" intentionally, drove traffic to a trade show where the product made its premiere (many prospects had the mailer in hand when they approached the exhibit). Initial sales exceeded expectations. Application and tutorial articles followed after the show.We've also created and implemented promotional programs for coordinate measuring machine builders including DEA, LK, Tokyo Boeki and Zeiss.

Also see our Manufacturing Technology Experience List.

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