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Philadelphia Gear
Case History
Situation: Philadelphia Gear, a 100 year-old gear manufacturer, made a strategic decision to change their business model from a custom manufacturer of large specialty gears to a gear service and parts provider.
Objective: Reposition the brand and develop internal and external communications tools.
Strategy: Reposition the brand as the “first national gear service provider” with a regional service center in six different regions around the US. Since customers were reluctant to ship their large gears more than one day’s transport away this was very important.
The closing of the main manufacturing plant in King of Prussia, PA was handled through a multifaceted PR program that effectively targeted employees, the media, and customers in separate but coordinated efforts that centered on the repositioning of the brand.
Outcome: The company reversed its negative revenue trend and today is the leading service provider in the gear industry.
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Gallery
