Flowmax Group has appointed Manchester’s MC2 as a strategic communications partner to help expand its portfolio of businesses across the UK.
Established in 1997 and headquartered out of Coventry, the largely family-owned group consists of 15 UK-wide fluid management businesses. Its unique offering provides an opportunity for owner-managers to realise value while maintaining day-to-day operational autonomy and fuelling growth, in contrast to other, more popular business exit options.
Heading back out on the acquisition trail with aspirations to continue growing the group, Flowmax began working with the employee-owned strategic marketing communications agency to develop a clear, refined brand positioning focused on ‘creating brighter futures’ for owner-managers.
MC2 helped to develop a new go-to market strategy for the group that both inspires these business owners and educates corporate finance on its unique proposition, providing continuity, opportunities for further growth and a clear and structured succession plan. Now in place, MC2 will be implementing an ongoing communications plan to further build and establish the Flowmax brand across the country.
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The agency already supports a number of corporate finance and high growth businesses by building and maximising value, creating the conditions to drive sales and developing magnetic employer brands. These include business advisory group Dow Schofield Watts, the government-owned British Business Bank, door hardware supplier UAP and digital media company KOMI Group.
Ellie Matthews, director at MC2 (pictured) said: “When a business owner is looking to sell, they can be torn between a trade sale, private equity investment or MBO. However, very few are aware of the significant benefits of a holding company, and with specialist expertise, it’s what makes Flowmax’s proposition so compelling. By crafting a new positioning that educates the market on this, alongside an expansive ongoing strategic comms plan, we’re putting the group in the best possible position to build value through further acquisitions.
Graham Morrell, CEO at Flowmax Group added: “MC2 clearly understood what Flowmax is about and why our proposition sets us apart in the market. By combining their knowledge of both high-growth, owner-managed businesses and key corporate finance players, they have provided us with a clear, streamlined positioning that will help us to continue building value across the group and establish our brand among a much wider audience than ever before.”
