Yamazaki Mazak: an Engineering PR Case Study

Yamazaki Mazak is the world's largest manufacturer of machine tools for industry. Willoughby PR was brought in by Mazak with the specific engineering PR brief to overhaul the company's traditional PR and extend its reach online with digital PR support.

Like many companies with highly technical products, it was very important to distil clear customer benefits and very focussed key messages into the PR campaign. Willoughby has helped hone Mazak's key messages to focus upon key areas of production flexibility, operational performance, environmental benefits and speed of programming via a highly targeted campaign aimed at key trade titles in the UK and Europe. We have achieved this by sourcing and writing a series of in-depth case studies allied to strong 'think pieces' focussing on areas such as ergonomics and energy efficiency.

In recent months, Willoughby has helped Mazak improve its Search Engine Optimisation (SEO) by helping to develop the company's social media strategy.

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