Manufacturing case study

Attwater Case Study

When you’re operating in a competitive market and under tough economic conditions, it’s no time for hiding your light under a bushel. Celebrating and communicating your manufacturing achievements not only raises your profile but your profit margins too…

 

Attwater & Sons Ltd is a fifth generation family business and the UK’s oldest manufacturer of industrial laminates. In 2008 the company acquired Custom Composites Ltd, bringing expertise in the manufacture of glass, carbon fibre and composite tubes. Attwater’s market-leading products are used in countless applications and industries, from power generation, automotive and aeroplanes through to household white goods.

The Challenge

Back in 2008 Attwater was asked to design and supply carbon fibre tubes to be used in the tiller and mast of Ben Ainslie’s Finn-class dinghy. Ben, the most successful sailor in Olympic history, went on to win the gold medal at the Beijing Games. Thrilled to have played a part in this success story, the company decided they wanted to spread the news.

How Tigerfish PR helped

By the time Attwater engaged Tigerfish, two weeks had already passed since Ben Ainslie’s victory. Timeliness is everything in PR, and Director Amanda Jackson was concerned they may have missed the boat, so to speak! She rapidly pulled together a press release and started to make contact with the trade press – within a few days 15 titles had picked up the story and Attwater received the publicity it deserved.

Amanda said, ‘The Attwater management team is very modest and they’re constantly assuring me they don’t do anything newsworthy. So it’s my job to coax their achievements out of them. Just recently we’ve gained some great PR promoting the carbon fibre tubing used in a replica plane for Manchester Science & Industry Museum, as well as a unique carbon fibre framework used by a BAFTA-winning documentary filmmaker to stablise his camera.’

In addition to managing external PR, Tigerfish also write a customer newsletter which highlights the company’s latest projects and process innovations. This has proved to be a key tool for cross-selling products. Amanda also produces regular content for the company’s website and assists with PR at the annual Composite Show.

What the Client Says:

Attwater Sales Director Rachael Kennedy said, ‘When you’re busy working in the business it’s not always obvious what’s of interest to people. Amanda’s great at extracting a story from you when you’re convinced there isn’t one. And since we’ve started working together Attwater has definitely received a lot more exposure in the press and the company’s profile has been raised considerably.’

 

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