Cannon-Muskegon — Cannon-Muskegon

Cannon-Muskegon's manufacturing processes are complex, precise, and in some cases potentially dangerous. Bringing new hires, customers, and contractors into the facility posed real risks to both people and product. At the same time, the company needed a way to communicate its competitive differentiation to buyers without exposing proprietary processes. The challenge was building a set of tools that could educate audiences outside the facility walls, protect intellectual property, and make it easier to sell a technically sophisticated product to a technically sophisticated market.

We acted as Cannon-Muskegon's fully integrated, outsourced marketing department, producing a suite of technical marketing tools designed to work at every stage of the customer and employee journey. Process orientation brochures with custom illustrations gave the team an elegant, precise way to explain competitive differentiation points without compromising proprietary information. Facility tour and safety orientation training videos familiarized new hires and contractors with the manufacturing environment before they ever set foot on-site, reducing risk and in some cases eliminating the need for an in-person tour altogether.

A custom product catalog application gave customers the ability to identify a product or range of products in seconds, arriving at the first sales conversation with a solution path already identified. Digital lead activity tripled following the catalog launch. Cannon-Muskegon now has a marketing infrastructure that protects the business, accelerates the sales cycle, and scales with the team.