Global manufacturing leader enlists firm for multi-channel approach to promote new products and update communications strategy
MILWAUKEE (May 14, 2015) – Building on a 164 year legacy, The Wagner Companies is a manufacturer and worldwide supplier of handrail fittings and metal products for custom and industrial applications, thriving on innovative collaboration with its customers. Specializing in architectural components, architectural railings and systems, and Original Equipment Manufacturer (OEM) products, the company has evolved to become the go-to resource for architectural railing expertise with a specialty in providing easy to install, durable and stylish railing systems.
Recently, as they prepared to launch two new revolutionary glass railing products, along with refreshing their overall brand messaging and creating a new website, they approached Trefoil Group to develop and execute a multi-channel, online and offline communications strategy. The goal was to bring maximum exposure to these new railing systems, targeting specific industries while simultaneously driving traffic to their website and ecommerce platform.
Initially developing and executing a plan that included product names/logos, landing pages, brochures, e-communications, print ads and press releases for each new line, Trefoil crafted a robust, integrated marketing campaign to increase visibility of the new products and the overall brand.
“In today’s digital world, a comprehensive marketing strategy needs to encompass multiple channels, both online and offline, in a completely integrated communications strategy,” said Vince Halaska, Vice President of Digital Operations. “That’s what we do best at Trefoil – customize plans for our clients based on their needs, goals and target audience, incorporating a cohesive approach that will give them optimal visibility.”
With the launch of these innovative, new products, PanelGrip® 2 and the Legato™ Railing Collection, Wagner’s goal was for Trefoil to help them make a splash in the marketplace that would extend to their overall online presence. With the opportunity to partner with a locally-headquartered, internationally-renowned manufacturing company, Trefoil embraced the challenge to raise Wagner’s image to new heights. Collaborating together, they delivered a high-quality marketing campaign that provided the necessary introduction of two state-of-the-art products into the market while also updating their brand.
In a complex business environment, Trefoil Group provides strategic marketing communications services that help people see clearly. Services include communications strategy; branding and positioning; websites and digital marketing; advertising and direct marketing; public relations and social media; recruitment and internal communications; and more. Trefoil Group is the Wisconsin partner of IPREX, a global communication enterprise owned by an alliance of 74 partner firms with 121 offices and 1,900 professionals in 33 countries. For more information about Trefoil Group, go to www.trefoilgroup.com.