Case Study: Hitachi High-Tech Analytical Science

Part of the multinational Japanese blue chip, Hitachi High-Tech Analytical Science specialises in high-tech analysis solutions, designed to meet the tough challenges of a rapidly evolving industrial sector. Its range of laboratory-based and robust high-performance in-field testing instruments deliver materials and coatings analysis that adds value throughout the production lifecycle, from raw material exploration to incoming inspection, production and quality control to recycling.

The Brief

The company was looking for an agency with deep scientific and industrial sector knowledge to help with its industrial marketing effort and support the in-house global marketing team. Specifically, one that could help with strategic and ad-hoc technical copywriting and design work across a range of marketing channels. 

Our work with Hitachi High-Tech Analytical Science is based on an innovative approach to its international B2B marketing activity, bringing a creative flair to both marketing copy and visuals while working within the constraints of clearly defined brand guidelines.

The Solution

Move is well versed in quickly adapting to the demands of more technical products or services. So far, we’ve worked on the back of the company’s existing industrial marketing strategy to inject strategic creativity and imagination into a range of product brochures, campaign landing pages, mailer campaigns and visual assets such as social media and digital ad graphics

We’re continuing to work on a range of new international B2B campaign materials with the company aimed at maximising lead generation amongst their global target audience.

Testimonial

“The Move team has been a pleasure to work with from day one. Move has delivered creative designs for a number of campaigns across print and digital channels both in Europe and around the world.”

Laura Phimister, Global Marketing Communications Manager and EMEA Marketing Lead, Hitachi High-Tech Analytical Science

Case Study: Delta

Delta Scientific is a Canadian distributor of high quality lab products for scientific, pharmaceutical and medical applications. Focused mainly on markets in Canada and North America, the company specialises in chemicals, consumables, equipment and ICP & ICP-MS components.

102%

increase in online sales

43%

increase in total sales

54%

increase in website sessions

The Brief

The company approached Move with a view to a comprehensive overhaul of its entire science marketing strategy in order to reposition itself within the highly competitive North American lab equipment marketplace. Delta Scientific needed an expert B2B agency to help the brand evolve and come to life. Ultimately, the task at hand was to create a new marketing strategy to define the way forward. 

This included building a new website with eCommerce functionality and a marketing plan to both help raise brand awareness and drive traffic to the new website.

The Solution

Our first port of call was to lean into our unique “8 moves of B2B” strategic planning framework to understand where the brand was and where it needed to be in terms of engaging with its target audience of key decision makers and B2B buyers. This included market and competitor analysis, as well developing B2B brand and channel strategies that would the development of a fully integrated marketing campaign. 

Move has since completed a rebrand for Delta as well as building a brand new e-commerce website for the company’s 500,000 products and rolling out a range of new digital assets, social channels, web explainers, PR, automated campaigns and other integrated drip-feed marketing activity. The campaign content is reaching an international audience across Canada, the USA and Central America.

The implementation of this international B2B marketing approach has been transformational for Delta Scientific, with the company increasing its employee headcount by 40% since first working with Move.

Testimonial

Move Marketing has been nothing short of amazing to work with. Each member of the Move team has been friendly, knowledgeable, and professional throughout our experiences with them. We’ve entrusted Move with the strategy and creation of all of our digital and marketing content for the past few years and we look forward to continuing to work with them in the future.

David McGuinness, Marketing Specialist, Delta Scientific

Case Study: Goodfellow

Goodfellow is a leading provider of research materials for industry and academia. Its products are used on a wide range of projects, from everyday building products to space shuttles and the large hadron collider.

44%

increase in company revenues

15,000

new STEM & industrial social followers

7,000

blog pageviews in the first 6 months

The Brief

Initially engaging with Goodfellow several years ago, we have taken the company on a journey from being purely product-focused, to putting international marketing at the heart of their business strategy. We began by undertaking market research and a full audit of the company’s position in the global marketplace. This established a baseline from which we produced a multi-year scientific marketing strategy with tangible recommendations on how to increase lead generation, sales and brand awareness amongst the company’s target audience.

We’ve been working with the company ever since, taking on projects and supporting year-on-year marketing efforts. This has included work on specific side projects, such as the ‘Going greener together’ campaign. This was created to encourage brand awareness surrounding the use of ‘Green materials.’ A sub-brand was required as a starting point, as well as a range of visually impactful materials.

The Solution

Since engaging with Move, Goodfellow has seen a remarkable transformation in terms of how the brand is perceived amongst B2B decision makers in the marketplace. 

Using a carefully defined array of online and offline channels, we have communicated Goodfellow’s messages to key international audiences and B2B buyers in a more consistent manner, establishing brand guidelines for the first time. As our knowledge of the brand has grown, we have increasingly been able to articulate this into more eye-catching and powerful marketing materials, with a range of trade publication adverts providing the ultimate example of this.

We’ve seen huge success on social media, taking the overall company followers number from 127 in 2017 to more than 15,000 in 2021 and activating more than 150,000 engagements. A range of case studies, press releases, web explainers and digital adverts has also been developed to pivot around this increased social media activity.

In recent months, we started taking the company’s thought leadership position to the next level too, by launching an education, STEM-focused blog. This has also accompanied promotion of a dedicated podcast geared around research materials for innovation and both have begun to play a key role in influencing purchase decisions.

With specific sub-campaigns as well as wider brand awareness, we have created an array of traditional and digital content, from brochures to social content and emails as well as science trade show stands all over the world. Long term global B2B marketing campaigns have been built around core “Innovation Solved” and “60 years of facilitating scientific innovation” themes.

For the “Green materials” range the visually appealing brochure was printed on distinctive recycled paper and a web explainer hones in on the key environmental messages. The materials that are available within the campaign were also used within the high-profile DesignJunction exhibition in London, which focused on the discovery of new trends, brands and products on the market. We produced a state of the art “garden of materials” themed stand at the show.

Testimonial

Move has completely transformed our marketing effort. Historically our approach to marketing had been a little reactive – we had worked with the same partners over more than a decade but felt that they were no longer challenging us to achieve the best return from our budget.

We decided to search for an internationally-focused, integrated and full service agency which could give us a strategic baseline as well as a more dynamic and creative approach to our brand. The results so far have been exceptional; although our logo may be the same, the Goodfellow brand sitting behind it is almost unrecognisable after Move helped us re-position and change our approach from purely technical to a healthy balance between technical substance and polished, commercial edge.

The team at Move has helped us not only get more out of the traditional channels we were already using, but has also introduced us to an array of new channels in order to widen our communications efforts, effectively acting as an extension of our own marketing department and playing a vital role in the coordination of our global marketing strategy.

Stephen Aldersley, Chief Executive Officer, Goodfellow

Case Study:
The Materials Hub

International research materials provider, Goodfellow, is a key player in the materials science sector. By pushing boundaries and providing fresh perspectives, the company is always looking to try something new. Its philosophy of being embedded within the scientific community to provide insight and to educate lies at the heart of what they do.

127%

increase in YOY traffic

180%

increase in YOY organic traffic

A completely new niche industry segment targeted

The Brief

Goodfellow enlisted our B2B digital marketing expertise for a fully integrated campaign. We were asked to build an educational website, deliver email campaigns, create engaging content for social media channels and produce a stand-alone app. 

The objective was to break boundaries and create a community hub for the materials-focused target audience of engineers, artists and product designers, rather than pushing a commercially led site. We needed to maintain the established B2B branding, yet give something fresh and exciting, where new innovative ideas could form. The client aimed to target a niche segment, which was new to them, via the Materials Hub.

The Solution

By strategically plotting every step of this original campaign, we made sure the B2B buyer was at the forefront of the execution. Dynamic web design and sharp graphic design enabled the Materials Hub website and the app to come to life, ensuring user experience was the top priority. We were able to help Goodfellow engage with a completely new niche industry segment.

To push brand awareness we used different social media platforms, including Instagram, Facebook and Twitter. We successfully gained a project-specific social reach of 30,000 and secured 1,700 registrations in the first six months alone. 


We created a ‘Designer Spotlight’ section to support the overall growth strategy and maintain the Materials Hub’s interest. This opened up an opportunity for designers and artists who use Goodfellow’s materials to share their work. It also gave the community a platform for conversation.

We designed the app to help showcase the many properties, dimensions and technical characteristics of the materials. Through meticulous and integrated app and web development, we were able to bring the concept of a materials scientist design community to life.

We’ve continued our work by expanding the Materials Hub from an initial start-up of 100 materials to now more than 300. By continuing along with a solid B2B social media strategy and email campaign, interest in the hub continues to grow. Since the beginning of the project, we’ve seen a 127% YoY increase in traffic and a 180% YoY increase in organic traffic.