CLIENT
Tsubaki
DESCRIPTION
U.S. Tsubaki is a top-tier manufacturer and provider of motion control and power transmission products, operating under the umbrella of Japan's Tsubakimoto Chain Company. When they approached Celtic, their aim was clear: modernize the marketing engine to ensure brand and messaging consistency. With a wide range of industries under their belt, from automotive to forestry, food and beverage to heavy-duty aggregate and cement operations, the objective was to craft a brand narrative that would enhance understanding of their offerings to further industry partnerships.
SERVICES
Strategy & Planning
New Launch Campaign
Advertising
Website
Video Production
Media Program
Paid Search/Retargeting
Social Media
Marketing Automation Program
Collateral/Direct Mail
Earned Media Program
Trade Show Experience
Campaign Landing Page
Logo Development / Brand Style Guide
Motion Control Solutions to Keep Businesses Moving
ESTABLISHING BRAND CONSISTENCY
Consistency in brand messaging and creative offers numerous benefits to a company. It enhances brand recognition, strengthens the brand's identity, ensures the brand story resonates consistently across various channels, and contributes to improved customer retention by fostering loyalty. To achieve all of these goals, Celtic crafted a comprehensive brand platform, establishing guidelines for color, typography, imagery, and tone across all communication channels of Tsubaki divisions.
Maintaining brand consistency is essential for building a strong and enduring brand presence in the market.
MODERNIZING THE CHANNEL MIX
To adapt to changing customer behaviors and preferences, Celtic set out to modernize the channel mix by incorporating more digital engagement strategies. We recognized the increasing importance on digital channels for product information, which led to the development of targeted digital advertising, social media engagement, email marketing campaigns, and interactive website experiences to enhance reach and deepen engagement. This shift allowed Tsubaki to connect with audiences exactly where they were, and provided opportunities for more personalized and interactive communication.
Celtic devised tailored outreach strategies for each division, considering the preferences of the respective audiences.
SPROCKET DIFFERENTIATION
Celtic took a bold step to make the Tsubaki product, Dura Drum™, truly stand out from the crowd. We didn't just create a brand identity; we crafted an entire story around it. With a sleek and modern design and the tagline "The Superior Drum Sprocket," we made sure the tone was like nothing else out there. We also infused a brand story with dynamic motion graphics, interactive elements, and imagery that spoke directly to the forestry industry, the product's main audience.
Branding the Superior Drum Sprocket
202%
URL CTR increase
ORGANIC SEARCH
In the current year, Google Organic Search has generated more than 87,000 URL clicks, marking a remarkable 202% increase compared to the previous year.
DIRECTOR OF MARKETING, US TSUBAKI
Taking the time to sit down with each of our product managers to learn their business and product lines was critical to our partnership. From a digital email platform revolution to dedicated divisional campaigns, and consistency in marketing and communication assets, Celtic has helped us build on a foundation for further growth.
