HENNIG POWER PROTECTION
YOUR NEXT POWER PLAY
Hennig is a Rockford, Illinois-based manufacturer of machine tool accessories like chip conveyors, protective covers, coolant management and more. It also has a power protection division under its umbrella.
In recent years, that power protection arm has grown exponentially. From its massive Rockford facility, it designs, builds, delivers and installs humungous generator enclosures, which ensure places like data centers, healthcare facilities, water treatment plants and other vital structures always have power.
It’s a market that’s growing ridiculously fast, and few others do it like Hennig. So when they came to us, they did so with a rare request: no additional sales were needed, but plenty of other things were.
// THE CHALLENGE
The first task was a familiar one for us: add legitimacy and grant independence to this powerful brand. So we got to work on the name, logo, branding and website.
We gave Hennig Power Protection the brand and the web presence it deserved, helping it to create a positive first impression with prospects who needed assurance that they were partnering with the right manufacturer.
With that work done, we arrived at challenge number two: recruiting. Due to the massive demand for Hennig Power Protection products, the company deduced in 2023 that they would need to hire 450 new people by the end of 2025.
Hiring is difficult everywhere, but it’s an especially bothersome thorn in the side in the manufacturing industry. The sector finds it almost universally difficult to hire and retain the right people. So in order to bring Hennig Power Protection the employees it needed in Rockford—a manufacturing hub with options aplenty—we would need to get creative and attack the project from multiple fronts.
// THE SOLUTION
Phase 1: Crafting Strategy
From the start, our goal was clear: 300 new employees by the end of 2024, and an additional 150 in 2025 for 450 total. To accomplish this, we would implement direct and indirect marketing tactics to grow Hennig Power Protection awareness, improve reputation and use that gained equity to generate interest in a Hennig career. We took a five-pronged approach:
Employer attractiveness: use strong creative, social proof and a healthy budget to position Hennig as an employer of choice.
Digital advertising: intelligently target prospects and communities based on job openings, and drive them to a fully redesigned Careers page.
Recruitment marketing: tap internal and external human resources pros to attract and nurture top talent while building a strong, diverse workforce.
Community engagement: select local partners who can either vouch for Hennig and improve brand perception, or provide a megaphone for Hennig to increase brand awareness.
Broadcast reach: advertise Hennig Power Protection across TV, radio, online and at local events in the limited available market.
Phase 2: Building Creative
Early on, we saw a big opportunity to make Hennig Power Protection a key sponsor of the Rockford IceHogs, the Chicago Blackhawks’ minor league affiliate. We recommended and negotiated this sponsorship deal as a key strategic initiative to position Hennig as a top dog (and top hog) in the area.
With that knowledge in mind, the Ivor Andrew creative team generated the foundational message of the campaign: YOUR NEXT POWER PLAY.
It successfully teamed ice hockey with Hennig’s line of work, while declaring to prospects that this would be a successful career move. With the campaign message locked in, it was time to spread the word.
The Hennig Power Protection careers page got the look that it deserved, positioning the company as a strong and stable place that takes care of its people.
YOUR NEXT POWER PLAY got the star treatment at IceHogs games, complete with animated LED banners and a 30-second spot that also aired on local television. Fun fact: Doug Carter, our creative director, provided the voiceover.
// THE RESULTS
The campaign is still going, but so far, it’s been a massive success for Hennig Power Protection.
So next time you hear someone say that no one wants to work in American manufacturing, point them toward Hennig Power Protection. They’re living proof, and the power play is still going.