JOHN MANLOVE | CASE STUDIES | CAMERON
Clarify
Cameron is a leading provider of flow equipment products, systems and services to worldwide oil, gas and process industries. In 1995, the company (then known as Cooper Cameron) needed a communications firm to produce its annual report. It needed a company that could create and present a strong, cohesive message for investors, potential investors and employees.
The stakes were high — at the time, Cameron was experiencing a time of growth, mergers, name changes and acquisitions. Its annual report was a primary vehicle to communicate these changes and promote more. John Manlove Marketing & Communications was brought in to help.
Brand
As a publicly traded, business-to-business company with nearly 100 years of experience in the industry, Cameron has a well-established brand. It's identity, position and promise are known in its market: Cameron's red C logo and "CAM" stock symbol signify a global company with a tradition of quality product and service.
Without proper marketing, however, Cameron's size and history could also create the perception that the company is slow or out-dated, especially in the fast-paced, sensitive world of investing.
In each annual report, JMMC highlights the entire company — its history as well as its future — in a way that will maintain a fresh and innovative brand identity. We choose a theme and craft a design that will appeal to investors and customers, and instill pride in the employees all over the world that read the report.
Here are a few examples from recent history:
2006
The company decided to change its name from Cooper Cameron to Cameron. It needed to communicate the important change without overshadowing record-setting financial numbers. JMMC developed the creative theme “We Are...”; it publicized the new name while showcasing other important news about “who” Cameron is.
2007
Cameron had yet another record year, thanks largely to rapidly growing business in other countries. The theme was self-evident: Cameron was “everywhere...and right here.” JMMC planned and implemented a world photography tour, with weeklong shoots in eight locations around the globe (including China, Brazil, Italy and the United States). It took nearly two months to complete, but the result was an incredible library of photography from four continents.
Reach
In additional to the annual report itself, which is distributed throughout the world, JMMC also tried to find unique ways to promote its theme throughout the company. This helps build a lasting impact on employees and customers, both of which will help perpetuate the brand.
For 2006's "We Are…" annual, we created some complementary marketing pieces for employees to use at tradeshows and other client meetings. For example, buttons with the phrase "We Are" were a good lead-in for Cameron representatives to talk about the new name in light of unchanging service.
For 2007, we were determined to find a way to use some of the incredible images left over from our worldwide tour. We used a lot in the annual, but we still had some gems. So, we ended up designing and producing a hardcover book documenting Cameron's global presence. The 190-page "coffee table" book was used as a special gift for partners, investors and employees.
Results
Cameron continues to be a leader in the oil, gas and process industries. It also maintains high ratings from investment companies. While much of this is the result of Cameron's own hard work, JMMC has been able to effectively communicate their work to the world. Our strong relationship since 1995 is great evidence of that.
The advertising industry has also recognized our Cameron annual reports on many occasions. See below for a list of recent awards.
“John Manlove Marketing & Communications has produced Cameron’s annual report for 14 consecutive years, and has brought a fresh approach to each one, tailoring the look and message to reflect the tone of our business and our industry. Their professionalism, creativity and attention to detail make them a pleasure to work with; and the result has been a series of award-winning reports that have been well-received by our multiple audiences.”
— Scott Amann, vice president of investor relations, Cameron
AWARDS |
