Clients going up and out.

Although Kilwell is a world leader in the applied use of composites, you'd be hard-pressed to find a more humble bunch of people. But this can present a problem; not all of their clients knew how much research, development and technical expertise was going into the work Kilwell delivered for them. 

The result? They were at risk of being seen as producing a commodity that China could replicate at lower cost by the container-load; when customers got big enough, they were heading to Asia. 

And if existing customers couldn't see the full value of what Kilwell can deliver, new prospects were struggling even harder to.

Set direction, then deliver on it.

Working with the Kilwell Team, a Customer-Centric Strategy identified the key customer segments that could carry the business successfully forward. Central to the strategy was a shift from positioning as a contract manufacturer, to positioning as global experts with the in-house experience and craftsmanship required to take their clients lighter, bigger, faster and stronger. 

Evolving the brand from Kilwell Fibretube to Kilwell Fibrelab cemented the strategy. Targeted content, case studies and communication campaigns reached the right global audience, a fresh new website tied the value proposition together for prospects, and a suite of sales tools was developed to progress leads through the funnel.