Case Studies

Goals

• In 1996, HAM Marine, a shipyard for maintenance, repair and modifications to offshore drilling rigs and ships in the Gulf of Mexico, had only one customer and had been unable to attract any other drilling contractors, despite a sudden boom in the energy sector and millions of dollars invested in their shipyard.


• Based on a referral from a drilling contractor client of Ward Creative Communications, the company contracted the firm to develop and improve their corporate image and attract work with drilling contractors.

Strategy

• The agency recommended HAM Marine create a Corporate Advisory Board to help the company gain a clear understanding of the offshore drilling industry and building relationships with decision-makers (senior-level drilling company engineers) while improving the shipyard’s image.


• Ward Creative also recommended the development of an industry survey for drilling contractors that focused on current issues and needs to ensure HAM Marine was addressing true industry concerns and demands.


• A highly-targeted advertising and media relations campaign was incorporated to address primary concerns drilling contractors faced when building or refurbishing a vessel – and for which HAM Marine could provide solutions.

Results

• For two years, quarterly dinner meetings were held with the Advisory Board and with each meeting, industry decision-makers provided significant insight to their companies’ preferences and expectations of an ideal shipyard. The facilitated discussions uncovered specific market needs, identified and clarified misconceptions, identified obstacles and suggested solutions. As a result, HAM Marine implemented improved bidding procedures, purchased specialized equipment drillers desired and pursued business options recommended by their prospective customers.


• The drilling contractor industry survey responses, with the insight of the advisory board, revealed vital information the agency incorporated into the advertising and media relations campaign. Prior to the survey responses, the client had their own perceptions – which proved to be a misconception – of the drillers’ primary issues. The considerations raised in a single advisory board meeting managed to save thousands of otherwise wasted advertising dollars on an incorrect message in exchange for a profitable marketing campaign.


• The advisory board transformed HAM Marine’s clients into educated opinion leaders who helped spread the word of the company’s improved image. The advisory board members effectively became the company’s third-party advocates. Soon after, other drilling contractors began requesting site tours and information directly from HAM Marine and the company had its first backlog orders ever, and an expanded client base.

Winner of AMA Crystal Award of Excellence, HAM Marine Program - A New Image