Baldt Re-Positioning

What to do for a client who wants to "graduate" from being a simple foundry producing 30,000 lb. anchors and chain weighing 100 lbs. per link to a company offering thoroughly-integrated, highly-engineered mooring systems?

The company re-invented itself. We re-invented their posture in the marketplace.

With bright, attractive graphics and a bold new theme ("Baldt Charts a New Course"), we introduced the "new" Baldt to a traditional audience, with a package that included:

• A beautiful corporate capabilities brochure
• "News Link" quarterly newsletter
• A series of technical bulletins titled "Engineering Innovations"
• Individual product brochures

Our program featured modest advertising coupled with an aggressive direct mail campaign. This situation was a textbook example of direct mail marketing communications, since there are only about 1,100 individuals worldwide who can influence the purchase of these mooring systems, and the client knew of each of them by name, title, and address.