Re-positioning leading electronics manufacturer for growth banner image

Re-positioning a leading electronics manufacturer for growth

The Client

Darlington EMS (Darlington) is a Manchester based, innovation-led contract electronics manufacturer. The company provides an end-to-end service, from concept and prototyping through to production.

The Challenge

In 2012 we developed our first insight-led strategic marketing growth plan for the business. After following through on our recommendations, Darlington successfully entered new customer markets and introduced new services. This increased profitability and boosted sales turnover by 70%.

Following this period of significant growth, and the fact that Darlington had evolved to become a more design and innovation-led manufacturer, there was a need to re-position the brand and re-align the marketing strategy to the new four-year business objective of doubling sales turnover.

The Solution

Insight and intelligence underpinned the re-positioning strategy we established for Darlington. Our evidence-based approach achieved clarity for brand positioning, messaging and value proposition development. It also helped us to develop a relevant and cost-effective marketing communications plan, including a brand refresh and new website.

The Impact

Our second strategic marketing consultancy project for Darlington has enabled the business to optimally present itself to achieve its next phase of growth. It has also provided the Managing Director, Dave Darlington with externally driven, market-based information to inform future strategic decisions. We continue to support Dave and his team on this exciting journey.

“Julie and her team stand out from the crowd due to their holistic approach which included comprehensive market research into our markets and competitors – some of whom, we hadn’t even heard of! Their confidential discussions with our customers taught us a lot about ourselves and their expectations.

All of this resulted in an evidence-based road map for success, including a new website. Bev worked seamlessly with Distinction’s creative partner, Fusion Design, to successfully deliver this. She has a clear understanding of SME requirements and has made the process very easy for me.

This is the second project we have undertaken with Distinction. The first resulted in significant growth, improved profitability and a move to a new state-of-the-art manufacturing facility.”

Dave Darlington, Managing Director


Insight & Strategy: Distinction
Marketing Communications Execution: Fusion Design
Photography: Michael Swallow


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