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Let's MeetKilwell Fibrelab
A family-owned business with a 90-year history.
Kilwell Fibrelab is a Rotorua-based company that develops and crafts some of the world's best, highest performing composite solutions, from aerospace to industrial, superyachts to sporting. 90 Years and three generations later, the company is still proudly family-owned.
BlueOcean is helping them pave the way for the next 90 years.
The Challenge
Clients going up and out.
Although Kilwell is world leader in the applied use of composites, you'd be hard-pressed to find a more humble bunch of people. But this can present a problem; not all of their clients knew how much research, development and technical expertise was going into the work Kilwell delivered for them.
The result? They were at risk of being seen as producing a commodity that China could replicate at lower cost by the container-load; when customers got big enough, they we're heading to Asia.
And if existing customers couldn't see the full value of what Kilwell can deliver, new prospects were struggling even harder to.
The Solution
Set direction, then deliver on it.
Working with the Kilwell Team, a Customer-Centric Strategy identified the key customer segments that could carry the business successfully forward. Central to the strategy was a shift from positioning as a contract manufacturer, to positioning as global experts with the in-house experience and craftsmanship required to take their clients lighter, bigger, faster and stronger.
Evolving the brand from Kilwell Fibretube to Kilwell Fibrelab cemented the strategy. Targeted content, case studies and communication campaigns reached the right global audience, a fresh new website tied the value proposition together for prospects, and a suite of sales tools was developed to progress leads through the funnel.
- A Customer-Centric Strategy
- Brand Evolution
- Bespoke New Website
- Sales & Team Intranet
- Sales Toolkit
- Video Case Studies
- B2B Campaign & Comms
The Value Delivered
Clarity and Confidence
Delivery of a Customer-Centric Marketing Strategy, to form the framework for brand and marketing direction.
New Growth Opportunities
Strategic and tactical marketing work providing the tools to move confidently into new markets
Pain Relieved
Instant access to set of expert marketers, designers and technical meant instant relief of resource headaches
Strategy Turned Into Action
Breaking into new markets, executing strategic business to business marketing and savvy advertising
The Impact
"BlueOcean has given us the clarity and confidence to move forward rather than do the same old. Our new brand and the vibrant new website are now showing the world who we truly are and what we are capable of.
The ability to tap into new markets, with improved marketing, advertising and our newly created sales team, means we have a future we are excited about."
Amanda Wells
Owner and Director of Sales & Marketing
Working As One Team
Board
Amanda Wells
Owner - Co-DirectorKilwell Sports & Kilwell FibreLab
Board
Geoff Wells
Owner - Co-DirectorKilwell Sports & Kilwell FibreLab
Executive
Craig Wilson
CEOKilwell Sports & Kilwell FibreLab
Strategy & Governance
Roland Leemans
CEO, Partner, Advisor, DirectorBlueOcean
Customer Centricity
Lee Hunter
Strategic Consultant, Business MentorBlueOcean
Marketing
Dale Koerner
Senior Marketing StrategistBlueOcean
Creative
Shannon Bayliss
Senior Creative StrategistBlueOcean
Emirates Team New Zealand
A Kilwell Fibrelab Case study, showcasing how an alignment of values, coupled with fast-paced prototyping meant a perfect partnership with Emirates Team New Zealand.
Watch Video
Te Ahi Tupua
The story that led to Kilwell Fibrelab completing the world's largest 3D printed carbon fibre sculpture.
Watch Video
LTA Research
How difficult could it be to re-design a 21st century airship? Well, actually pretty difficult.
Watch Video
Hardy Rifle Engineering
A constant pursuit of excellence between two kiwi world-beaters.
Watch Video
Kilwell History
90 years of composite excellence
Watch Video
Potential Unleashed
