Manufacturing / Logistics
ITW Commercial Construction North America
Helping a commercial construction manufacturer deploy a multibrand marketing strategy
ITW Commercial Construction, North America (ITWCC) is a business unit of Illinois Tool Works, a Fortune 200 global multi-industrial manufacturer. The company provides innovative solutions for the commercial construction industry. Contractors depend on ITWCC brands for reliable solutions that improve job safety and efficiency.
Deploying a multibrand marketing strategy for several brands under the ITWCC roof requires dedicated resources and tight coordination.
Challenges
1.
Managing large marketing projects and producing content for multiple umbrella and sub-brands simultaneously under competing deadlines.
2.
Ensuring consistency in each brand’s voice, tone and messaging across numerous product lines and customer segments.
3.
Continually evolving and elevating each brand’s marketing.
Solution
ITWCC needed a creative agency with an on-demand team of experts that could support the marketing strategies of the company’s multiple brands through a content-focused lens.
We partnered with ITWCC to craft content and design across the company’s brands.
Our work included handling art direction for on-site video and photo production. We also supported employee marketing and product launches and worked on distributor marketing initiatives.
ITWCC companies are leaders in their industry, with well-known brands to match. We help to ensure cohesiveness across all marketing initiatives. Current customers can identify and connect with each brand. New audiences can discover what makes ITWCC special.
Co-Branded Marketing Campaigns
ITWCC seeks opportunities to stretch its marketing budget. Co-marketing campaigns allow the company to do just that.
We help ITWCC promote two or more brands at a time to show the benefits of working with the ITWCC family.
Umbrella Brand: Ramset
Ramset provides gas- and powder-actuated tools and fastening systems for commercial contractors. We support product launches and promote existing tools and systems to contractor and distributor audiences.
Our ongoing content, design and image updates help the Ramset brand feel new.
Product Line Brand: Sammys
Sammys pioneered fast-installing threaded rod anchors and became the industry’s top choice for overhead attachments. Yet despite their reputation, many contractors still miss the full labor savings that Sammys’ specialized anchor lines deliver.
We help Sammys spotlight those design advantages and productivity gains, boosting engagement and sales across core products and new launches like the Sammy X-Press. Our work reinforces Sammys as the original labor-saving fastener for high-performance commercial construction.
Product Brand: Tapcon
Tapcon invented concrete screw anchors and has become the No. 1 choice for concrete anchoring among industry pros. This success has led to Tapcon being seen as the Kleenex® of blue screws. Unfortunately, contractors don’t always realize that they’re not using genuine Tapcon anchors.
We help Tapcon highlight the anchors’ benefits and productivity gains. This drives engagement and sales for new and existing screw anchors. It also reinforces that Tapcon is the original blue screw that takes projects to the next level.