North East-based B2B marketing agency Horizon Works provides specialist marketing services and insight to a range of companies operating in complex industries. Here's how the company have helped two very different organisations to achieve their goals.
Founded in 2010, Horizon Works specialises in quickly grasping complex technologies, products and services and translating this information into compelling messages and campaigns. The company, which is headquartered at Northumberland Business Park, works with organisations from the manufacturing, engineering, life sciences, technology and innovation-led sectors, and is an active member of several trade organisations and sector networks.
Technical Messaging on a Global Scale
US company AmeriWater is an industry leader in the design, manufacture, installation and supply of water purification systems and services for the dialysis, healthcare and industrial sectors. Ameriwater wanted to improve communications with its network of dealers across the US so it was imperative for the company that consistency was maintained across the brand and that key messages were being pushed out effectively. Horizon Works carried out an indepth communications audit, with a cross section of AmeriWater’s customers, dealers and team members to establish perceptions of the business, and review how it communicated with its network.
Drawing from the results of the research, Horizon Works created a new brand and visual style for the organisation, one which cemented the company’s strong standing in its industry. A new strapline and key messaging were also created for AmeriWater, allowing it to effectively convey its capabilities, the USPs of its products, and its in-house expertise.
The new brand and visual style were then rolled out across a new website, and marketing collateral such as exhibition stands, infographics, brochures, email marketing and stationery all produced by Horizon Works. Horizon Works is continuing to provide marketing and PR support to further strengthen the brand and advance AmeriWater’s market position.
Travis Tashjian, Vice President of Sales at AmeriWater LLC commented: “Wow! What an incredible group of talented individuals at Horizon Works. We interviewed a number of marketing firms and it was apparent from our first interaction that they have the talent and resources to deliver a professional and well thought out comprehensive long-term marketing plan.”
Generating Engagement
Fera Science Ltd, formerly the Food and Environmental Research Agency, is an international centre of excellence for interdisciplinary investigation and problem solving across plant and bee health, crop protection, sustainable agriculture, food and feed quality and chemical safety in the environment.
Horizon Works has worked with Fera on a number of campaigns and in 2018 was commissioned to support Fera’s presence at Cereals, the UK’s technical event for the arable industry, which attracts 20,000 visitors each year.
Horizon Works was tasked with driving interest in Fera’s presence at the event and arranging on-site interviews with trade journalists and broadcast media outlets. Part of this work included activity to support the launch of The Big Soil Community, a national coordinated soil sampling programme for the analysis of soil microbial communities, and The SMART Decision Support Service, a new national capability in decision support which will allow farmers to be ahead of the curve’ when managing crops.
A great deal of media attention was generated at the event with outlets including the BBC, Farmers Guardian, Crop Production Magazine, The Vegetable Farmer, The Farmers Club Journal and Farmers Weekly all covering Fera’s work.
The key to the success of both initiatives launched at Cereals, was Horizon Works’ ability to understand and translate Fera’s technical, high level scientific work into content that would resonate with trade journalists and the agricultural sector as a whole.
Commenting on the campaign, Chloe Cragg, Marketing Executive for FERA, remarked: “Working with Horizon Works helped us promote our crop health testing facilities and expertise and achieved a successful launch of The Big Soil Community and The SMART Decision Support Service. Horizon Works implemented a comprehensive PR campaign to drive media interest to support our presence at the arable Cereals event. All activities helped communicate our services effectively to our target audience.”
