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MISSION

New England Wire Technologies is dedicated to being the trusted partner customers look to for:
  • Creative solutions to challenging, technical, complex projects
  • “Fastest-to-market” product development and production

PRIMARY OBJECTIVE

Align Marketing and Marketing Communications programs, activities and investments to best support revenue growth to the $100 million goal by the year 2010.

CHALLENGES

  • No differentiated market positioning message is in place – generic “specialty wire and cable manufacturer.”
  • Little focus on highest value solutions.
  • Inconsistent messaging among senior managers/staff.
  • Most messaging seems to focus on product features – “high-flex”.
  • Current positioning not set to accommodate sub-brands and divisions.
  • Need to move beyond the “little place in the New Hampshire woods” story and act and sound like a global player.

FINDINGS

  • “Best kept secret”.
  • “Prospects are surprised that we’re bigger, more complex and broader than expected”.
  • Highly competitive marketplace with excess capacity versus market demand.
  • Market price sensitivity.
  • Low hit rate with new prospects – estimating one in ten.
  • Basic customer relationship is vendor/end product oriented.
  • Generally positive but inconsistent customer experience dependent upon visit, contact, etc.

BRAND POSITIONING & MESSAGING

For more than one hundred years, we have designed, developed, tested and manufactured custom wire and cable solutions to meet the needs of engineers, scientists and technical professionals around the world. Our cumulative experience and in-depth knowledge make us the best partner you can have when faced with complex design and manufacturing projects.

MARKETING OBJECTIVES

  • Establish New England Wire as the preferred partner for complex engineering and time sensitive wire and cable projects.
  • Increase awareness and understanding of New England Wire as a “creative engineering” and “agile manufacturing” resource.
  • Employ an elastic, differentiated brand strategy that supports introduction of new products as well as entry into new markets.
  • Shed regional player perception/story to appear and act truly global.
  • Create measurable marketing activities that reposition the company for highest margin, repeat business and generates new business leads.

BRAND ESSENCE

Rational New England Wire Technologies is dedicated to being the partner customers trust most to enhance and improve their products through: Creative solutions to challenging, technical, complex projects. AND Fastest-to-market product development and production. Emotional
  • Very Positive, can-do atmosphere throughout the organization.
  • Sophisticated technical and service culture in place.
  • High level of pride in capabilities and successes.
  • Positive emphasis on human contact, personal service, frequency of contact.

CREATIVE GOAL

New England Wire must become synonymous with:
  • Challenging, complex projects
  • Sophisticated technical thinking
  • Forward thinking – not just an order taker
  • Surprising engineering solutions
  • Doing amazing things in the manufacturing process
  • Fast
  • Agile
  • Leadership

BRAND GOALS

  • Present a unified company with deep and broad capabilities
  • Build and leverage the good name of the company across all appropriate market and product segment opportunities
  • Organize naming conventions and brand architecture to maximize efficient use of available marketing funds
  • Align subsidiaries, divisions, business units and products/services in a manner that is most easily understood and valued in the marketplace
  • Align naming and brand architecture to maximize the potential growth of the company as it expands within current markets or adds new market segments

“INNOVATE. CREATE. ACCELERATE.”

The Tag Line brings to life the ability to meet clients product and production challenges through creative engineering and agile manufacturing. The visual language features dynamic photographic images that serve as a rich backdrop for telling the New England Wire Technologies story. These artful photographs are seamlessly woven into editorial images and copy that clearly communicate the fact that New England Wire is more than a supplier of wire and cable or manufacturing resource. It’s a company customers can turn to for intelligent, custom-crafted solutions to the most demanding technical challenges. We help companies innovate and create, so they can accelerate products to market and fuel the success of business.