CMC Group - making complex engineering technology accessible to global audiences
SHIFT developed clear, compelling website copy for five international brands within CMC Group, transforming highly technical information into accessible corporate messaging. The relationship expanded into ongoing B2B PR, technical copywriting and thought leadership support across the group's specialist engineering businesses.
The challenge
As a global company specialising in air compressor control, performance and monitoring solutions, CMC had grown accustomed to using highly technical language that was no longer resonating with its target audience.
This was exacerbated by the fact that the firm employs a team of world-class engineers for whom technical language is second nature.
The firm’s Sales Director engaged SHIFT to reposition the group as more accessible and manage the web copywriting for five websites including: CMC, AIRMATICS, AIRMASTER, ENERGAIR and SCADAR.
The results
With two decades’ experience of writing copy for websites, SHIFT developed the group’s brand language and established its tone of voice.
After a series of interviews with the firm’s senior figures and engineers, it delivered five sets of fresh and accessible website copy for the group.
Whilst SHIFT began as CMC’s website copywriter, it was subsequently retained as the firm’s UK PR agency responsible for handling all PR and marketing activity for the five brands.
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When it comes to all things copy related, SHIFT is our go to copywriting firm. In fact, they now handle all our PR and marketing needs across five brands and several countries. They’re professional, responsive and never fail to deliver high quality copywriting and generate media coverage on our behalf.”
Graham Coats, Sales Director at CMC Group