Havelock Metal Co.


CLIENT: Havelock Metal Company

TYPE OF WORK: Web, Branding, Print, Social


THE CASE

Founded just over 20 years ago by husband and wife team Guy Gosselin and Irene Ramsperger, Havelock Metal Products was built with passion from the ground up and is truly a Canadian success story. In 2011, Guy and Irene decided to retire and sell the company; however, they wanted to ensure that the company would carry on in a similar fashion to what they had created. That said, they wouldn't sell to just anyone. Enter Todd and Jennifer Lawson, Peterborough natives returning home after successful careers in the U.S. who were looking for a business opportunity close to home.

Todd and Jennifer bought the successful metal roofing and siding manufacturer with the vision of taking it to a whole new level. After an internal alignment of processes and efficiencies, the attention turned to the branding and marketing of Havelock Metal Products with the intent of boosting sales while maintaining what made the company successul. Todd and Jennifer turned to THEY Integrated for assistance.

THE APPROACH

THEY Integrated began with their DNA Discovery Process: an in-depth audit of the brand, previous marketing activity, and extensive secondary and primary research, including in-person meetings with every employee of the company. After distilling the findings, it was clear that branding and marketing was lacking a clear position with no consistency in marketing activity. THEY Integrated proposed a total re-brand with an augmented name to better define the brand's position.

The new brand, once in place, was launched in 2013 with a significant integrated branding campaign, new website and aggressive search / social media marketing to solidify the new position of Havelock Metal Company. In 2014, the integrated campaign continued to establish the brand, while also shifting toward more of a retail marketing focus.

THE OUTCOME

The new Havelock Metal Co. brand has been well received and sales are up significantly year after year. The new website has become a central point of lead / quote generation with more than 20,000 unique visitors each year.

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