Magnesium Aluminum Corp.

Client Background

Three business partners, who saw an opportunity to rebuild and restructure an organization for growth and success, purchased a die–casting company, whose owner was seeking to retire.

The Challenge

Restructuring an entire organization, which had grown weary of the demands of producing quality components, and transition it through a major cultural shift. Additionally, this shift had to positively impact the perceptions of the design engineer and staff attitudes and place a renewed focus on customer responsiveness and excellence.

The Outcome

Through discussions with employees of each department and division, Caler&Company was then able to work directly with the Financial Officer, President and Plant Manager to position the organization for a successful transition. Caler&Company orchestrated a staff–wide presentation outlining prioritized objectives and coordinated both internal and external communications to target the organization's core audience of Design Engineers.

A new logo, more reflective of the organization’s identity and a new positioning statement, “Quality Casting Engineered for Excellence” were created by Caler&Company, along with ongoing initiatives including the organization’s first Web presence, product literature, proposal and estimating methodology, tradeshow exhibits, employee uniforms, collateral, direct mail, selling processes and public relations.

With a new brand, focused on excellence, the company gained heightened visibility and emerged as a major competitor in the component casting market. The company received new opportunities and contracts throughout the automotive, appliance and power tools industries and won awards. Following years of growth and success, the partners positioned the company for acquisition and sold it for ten times the original investment.

“Just a quick note to provide feedback from the recently concluded MAC Board of Directors meeting. Each board member received a comprehensive data package including copies of various MAC press releases, tech updates, and other strategic promotional items developed by Caler&Company. Steve, in each of these instances and others Caler&Company has contributed measurably to MAC’s success by developing an aggressive, sharply focused marketing and communications program.”

John D. Rutherford
Vice President of Sales and Marketing
Magnesium Aluminum Corporation

“Congrats on reaching your 25th Anniversary. That’s quite a milestone given the changing business climate that the business has endured over the last 25 years. You have had to comprehend many different types of businesses, generate many creative thoughts, and execute many details to survive the span of 25 years. I certainly enjoyed the work we were able to do together at MAC and got first hand experience with the Caler team.”

Robert C. O’Malley
Vice President
Magnesium Aluminum Corporation