Positioning an Innovator
Challenge
Maintaining a competitive edge is key for the survival of an innovative leader in the high-speed rod market. Throw a name change into the mix and a company suddenly has a complex task on its hands—how will it distinguish itself now? This is what Worcester-based Siemens VAI faced when it became part of Primetals Technologies in January 2015.
Strategy
Positioning Primetals Technologies as a major developer in laying head technology for high-speed rolling mills meant contracting the expert editorial and writing services at Choice Words/Chisolm & Co. for strategic support. Collaborating with Primetals Technologies engineers, we wrote and edited several technical papers that showcased the company’s focus on creating and executing modernization projects for today’s mills. These in-depth technical papers—published in Wire Journal International, Iron & Steel Technology, and ABM Week—detailed the company’s technological advances that delivered significant improvements in reliability, production, product quality, and extended life in outdated rod mills.
Results
Delivering well-written, technically accurate stories of mill improvements, Choice Words/Chisolm & Co. contributed to positioning Primetals Technologies as an industry leader in rod mill modernization. Our strategic perspective and editorial services helped support and clarify the company’s mission to maintain its place as a dominant player in the metals industry.
