The Challenge

Wood-Mizer sought experienced rural communications specialists to strengthen its visibility and profile. This included repurposing international marketing assets to fit the requirements of UK sawmill operators, and creating videos, photos and case studies for use in Wood-Mizer’s own magazine, Profitable Sawmilling.

A wholesale review of the effectiveness of the company’s local advertising spend was required, and a plan was needed to ensure the company was getting value for money across the board.

What we did

Eve Communications has worked on a range of content which has been published on several channels to reach potential and existing Wood-Mizer customers.

The end result has been a clear, consistent style and message. Key outputs included reviewing the UK advertising strategy, reporting on events, creating videos, writing case studies, distributing press releases, covering events and editing the company’s magazine.

We looked at the key industry events in the calendar, such as the APF show and company open days, and aligned content plans accordingly to ensure PR coverage in pre-event media. We also hosted journalists at the events to give the company’s key UK staff some facetime with the media.

The Results

Tailoring Wood-Mizer’s communications to the UK market has enabled the company to maintain a positive local presence in front of its customers, generating relevant, local content including videos and customer case studies.

The first video we created has been watched more than 3,500 times on YouTube alone. The second has passed 8,500 views.

Issuing regular press releases – combined with a revised advertising strategy – gave Wood-Mizer a broad spectrum of paid-for and earned content for a modest budget.

 A strong, printed magazine delivered to the doors of customers and handed out to prospects at events has given Wood-Mizer an excellent platform to communicate important news to new and prospective customers.

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