CONFIDENTIAL

Tire Market �Messaging & Channel Strategies

April 2025

Prepared by Trellist Marketing and Technology

Contents

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• Objectives & Goals
• Messaging Strategy
• Channel Strategy
• Content Opportunities
• Metrics
• Next Steps
• Appendix

Objectives

To develop a compelling, consistent and differentiated messaging and channel strategies for King Machine that:

• Articulates a clear Unique Value Proposition (UVP)
• Aligns messaging to multiple key audience segments
• Recommends priority channels and content formats to �drive awareness, engagement and conversion in both �existing and potentially new markets

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Business Goals

King Machine Business Goals:

• Grow new mold volume to 500+ molds by �Year 3 / 750+ molds by Year 5
• Continue to industrialize and streamline �internal processes to bring down costs
• Diversify portfolio beyond tire molds
• Expand business beyond North America

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Marketing Goals

King Machine Marketing Goals:

• Increase King Machine brand awareness:
• Build awareness about King Machine to tire companies that are less knowledgeable about us
• Re-tell King Machine’s unique value proposition to tire companies with preconceived notions about us
• Demand Generation:
• Creating awareness and interest in your services to tire company decision makers and influencers

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Messaging Strategy

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Unique Value Proposition (UVP)

Why it matters:

1. Customers benefit from faster speed-to-market, predictable quality and close collaboration.
2. We’re not just a supplier; we’re a proactive problem-solver in your value chain.
3. Our legacy and values help drive measurable success for our customers and people.

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King Machine delivers American-made, high-quality tire molds with industry-leading turnaround times.

We are driving the future of precision manufacturing with a consultative and transformative approach, delivering speed, precision, and partnership that's unmatched in the industry.

What makes us different:

1. Family-owned and values-driven.
2. American-made with fast, consultative support.
3. Bold, transformative and dexterous approach to solving customer problems.

Tone of Voice

How King Machine sounds across all content and channels:

• We speak with the confidence of experience and the humility of hard work.
• Our tone reflects our precision, American values and relentless commitment to getting the job done right.

Voice Attributes:

• Confident, not boastful – We lead with credibility, not ego.
• Direct and clear – We say what we mean, and we mean what we deliver.
• Grounded and reliable – We focus on substance, not flash.
• Proudly American – We reflect U.S. values of craftsmanship and accountability.
• Technical but approachable – We speak engineer-to-engineer but never forget the human on the other side.
• Collaborative and invested – We speak with our customers, not at them — always focused on shared success.

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How to Use the Messaging Houses and Themes

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The messaging houses and brand story themes provide a unified foundation for how King Machine communicates internally and externally.

These tools ensure consistency, clarity and impact across every channel and audience. Use them to:

• Inspire creative development�For marketing campaigns, videos, social posts, email, web and print collateral
• Equip the customer-facing team�With aligned, benefit-driven messaging for presentations, outreach and trade show conversations
• Support internal communication�HR, leadership and recruiters can use this to share King Machine’s story with employees and candidates
• Ensure consistency across touchpoints�Ensuring that every message, no matter the channel or audience, reflects King Machine’s identity and value proposition

Supporting Brand Story Themes

To be reflected across all channels, regardless of audience:

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Primary Audience: Messaging Overview

King Machine delivers American-made high-quality�tire molds with industry-leading turnaround times.

We are driving the future of precision manufacturing with a consultative and transformative approach, delivering speed, precision, and partnership that's unmatched in the industry.

Audience

Engineers & Technical Decision Makers

Procurement & �Purchasing Teams

Plant Managers & �Production Ops

Talent & Workforce

Value

Proof

Hook

Priorities

Precision-engineered American-made tire molds with industry-leading turnaround times.

High-quality molds delivered fast and consistently with service that just works.

Fast, reliable mold delivery and services that keep production on track.

A 75-year family-owned business where bold ideas and dedication build real careers.

75 years of expertise. Commitment to innovation through recent $X investment in advanced machining.

Domestic presence, streamlined service, trusted by top tire brands. X day turnaround =% greater than market average.  

Responsive service teams, long-term relationships, agility. Average X day turnaround time.

Legacy of loyalty, ethical leadership. Commitment to continuous improvement. X promotions to leadership.

Confidence in a trusted partner who gets the technical details right and adapts fast.

King Machine helps protect your bottom line and your reputation.

You can count on King Machine to help you meet your production goals.

Be part of something that lasts and matters.

• Mold performance
• Technical partnership
• Speed and precision

• Predictable pricing and value
• Reliability of supply
• ROI and supplier partnerships

• Uptime
• On-time delivery
• Maintenance and service turnaround

• Long-term opportunity
• Culture and values
• Growth and stability

Primary Audience: Storytelling Overview

At King Machine, excellence is our standard and precision is our craft.

We build high-quality, American-made tire molds that help our customers accelerate success with the speed, agility, and trust earned through 75 years of manufacturing leadership.

Our strength is rooted in consistency, capability, and a deep commitment to delivering lasting value with every mold. We create solutions that move businesses and industries forward one innovation at a time.

Audience

Engineers & Technical Decision Makers

Procurement & �Purchasing Teams

Plant Managers & �Production Ops

Talent & Workforce

Story

You want suppliers who make your job easier and that’s what we do. ��King Machine delivers what we promise, when we promise it, with consistent quality and fewer headaches. ��Our reputation is built on being reliable, responsive and worth the investment.

Working at King Machine means being part of a company that values bold ideas, ethical excellence and accountability.��We are a 75-year-old family-owned business that invests in people and their potential because we’re building more than molds. ��We’re building futures.

We understand your expectations for performance, consistency and speed. ��Our team partners closely with engineers to solve problems quickly and build molds that deliver lasting value. ��We speak your language — technically precise, detail-oriented and focused on results.

Your line can’t afford delays. With King Machine, you don’t have to worry. ��From fast-turnaround repairs to proactive service, we prioritize uptime, consistency, and clear communication. ��Our job is to help your operations run smoothly, consistently and without surprises.

Channel Strategy

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Channel Strategy Overview

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Definitions:

• Owned Media: Content and channels that your brand creates and controls.
• Earned Media: Unpaid exposure gained through third-party endorsements or coverage.
• Paid Media: Content that is promoted through paid placements to reach targeted audiences.
• Partnerships: Other automotive and precision manufacturing brands with shared vision.

Channel Strategy By Audience

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Channel Recommendations | Website

CONFIDENTIAL - SEE APPENDIX FOR PREVIOUS AUDIT & MORE DETAILED RECOMMENDATIONS

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• Elevate the About Page
• Expand with a compelling narrative that highlights:
• King Machine’s 75-year American heritage
• Mission, values and family-owned leadership
• Commitment to people, precision, and innovation
• Build Trust with Social Proof
• Add customer testimonials across key service pages
• Create case studies to showcase ROI, speed-to-market wins and client success
• Add a FAQ section to address technical questions and purchasing concerns
• Refine Core Product & Service Pages
• Align messaging to specific audiences (engineers, procurement, ops)
• Incorporate benefits-driven copy, performance metrics and visual hierarchy
• Highlight capabilities like mold turnaround time, innovation and domestic support
• Enhance Navigation & Conversion Pathways
• Improve CTAs across pages with stronger prompts (e.g., “Request a Consultation”)
• Strengthen internal linking between related services, content and contact options
• Use clear anchor text and visual hierarchy to guide user flow
• Modernize User Experience
• Add social media icons to the footer and contact page
• Ensure mobile optimization, fast load times and a streamlined visual design
• Update fonts and color palette for a bold, professional impression

Channel Recommendations | LinkedIn

CONFIDENTIAL - SEE APPENDIX FOR PREVIOUS AUDIT & MORE DETAILED RECOMMENDATIONS

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• Increase Posting Cadence
• Post 1–2 times per week to stay visible and relevant
• Use a rotating content calendar that includes:
• Product innovation (new equipment, turnaround improvements)
• Team culture (employee spotlights, values in action)
• Customer outcomes (case studies, testimonials)
• Industry insights (trends, tech commentary)
• Strengthen Brand Identity
• Apply consistent visual templates and post styles to build brand recognition
• Use branded graphics, bold headlines, and clean formatting
• Ensure all posts reflect King’s tone: confident, reliable, proudly American
• Boost Engagement & Visibility
• Add thoughtful commentary to reshared content—don’t just repost
• Encourage employee sharing and interaction to expand organic reach
• Use hashtags like #TireManufacturing #PrecisionEngineering #MadeInUSA
• Leverage Paid Media Strategically
• Launch sponsored posts and InMail campaigns targeting engineers, buyers and ops managers
• Layer in retargeting ads to re-engage past website visitors and email audiences
• Explore LinkedIn Job Ads to support hiring efforts and build employer brand

Channel Recommendations | Email

CONFIDENTIAL - SEE APPENDIX FOR PREVIOUS AUDIT & MORE DETAILED RECOMMENDATIONS

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• Audience Segmentation
• Segment lists by role (e.g., engineers, procurement, operations, talent)
• Tailor messaging to address each group’s unique priorities, pain points, and decision criteria
• Consistent Cadence
• Launch a monthly email series with focused themes:
• Technical insights and innovations
• Real-world case studies demonstrating ROI
• How-to guides and application tips for tire mold buyers and users
• High-Impact CTAs
• Include a clear, compelling call to action in every email (e.g., “Request a Consultation,” “Download the Case Study,” “Watch the Process in Action”)
• Link to relevant web content to support SEO, time on site and conversion goals
• Performance Optimization
• A/B test subject lines, send times, and CTAs
• Track performance using UTM links and integrate with CRM for sales follow-up

Channel Recommendations | YouTube

CONFIDENTIAL - SEE APPENDIX FOR PREVIOUS AUDIT & MORE DETAILED RECOMMENDATIONS

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• Optimize for Attention Spans
• Edit existing videos and create new content under 60 seconds to improve watch-through rates
• Focus each video on one clear message or takeaway (e.g., “Our 3D Sipe Process in Action”)
• Use captions and fast openers to hook viewers in the first 3–5 seconds
• Organize with Purpose
• Create clearly labeled playlists to help users find what they need:
• Product Processes
• Customer Testimonials
• About King Machine
• Add new video categories as campaigns expand�(e.g., “Employee Stories,” “Why Work at King?”)
• Strengthen Visual Branding
• Apply consistent branded thumbnails with bold text overlays and color-coded categories
• Use clear keyword-rich video titles and descriptions to improve discoverability
• Designate a featured channel trailer that introduces King Machine’s story in 60 seconds
• Grow Audience + Performance
• Post consistently and share videos across LinkedIn, email, and the website
• Enable comments and encourage engagement with pinned questions
• Use end screens, cards, and playlists to keep viewers exploring King content

Channel Recommendations | Trade Pubs & Events

CONFIDENTIAL - SEE APPENDIX FOR PREVIOUS AUDIT & MORE DETAILED RECOMMENDATIONS

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• Targeted Media Placements
• Secure advertising and editorial features in key trade outlets:
• Tire Business, Rubber News, and similar publications with a strong audience of decision-makers
• Use ad creative that reinforces King’s unique value:
• Industry-leading turnaround times
• American-made quality
• Proven ROI for top tire brands
• Establish Thought Leadership
• Pitch technical and trend-focused articles to:
• Tire Tech International (for global visibility)
• SEMA (as a platform for innovation and R&D narratives)
• Highlight bold agility, process innovation and King’s consultative, partner-first mindset
• Consider featuring engineering leadership or long-tenured employees as credible voices
• Align Messaging Across All Materials
• Develop print and digital assets (brochures, banners, leave-behinds) aligned to:
• “Chasing Perfection” narrative
• American heritage and values
• Core themes: reliability, responsiveness, and results

Content Opportunities

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Content Opportunities

To bring this messaging strategy to life, King Machine should expand its content ecosystem with assets that reinforce its value story and support the customer journey.

These content types are designed to connect emotionally, demonstrate technical leadership, and clarify why King Machine is the essential partner in the tire mold value chain.

Each piece should reflect our core themes — from chasing perfection to bold agility — while serving specific audience needs:

• Videos: Shop floor process, technical walk-throughs, customer interviews
• Case Studies: Before/after performance, ROI from faster turnaround
• Testimonials: Voice of the engineer, plant manager, buyer
• Educational Blogs: Tire mold innovation, supply chain risk reduction
• Brand Storytelling: “King of the Craft,” “Made to Lead,” legacy stories

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Metrics

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Metrics to Measure

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Next Steps

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Next Steps

Phase 1: Internal Momentum

• Focus: Foundation + Employee Engagement
• May
• Website updates go live (About page, CTAs, testimonials, etc.)
• Kickoff of internal campaign strategy
• Creative development for internal brand storytelling (posters, banners, digital assets)
• June
• Review and refine internal creative concepts
• Finalize and build internal marketing assets
• Internal email and video content production
• July
• Internal campaign launches
• Begin sharing legacy stories and employee spotlights to build buy-in

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Phase 2: External Pilot Launch

• Focus: Controlled Rollout to Tire Market
• August
• Launch pilot campaign targeting tire manufacturers and select recruits
• Paid/organic LinkedIn content begins (targeting engineers, buyers, and ops)
• First round of lead gen assets (e.g., video, case study, blog, testimonial) go live
• Monitor engagement and gather performance insights

Phase 3: Expansion + Optimization

• Focus: Recruitment, Partnerships and Lead Growth
• September–December
• Expand external campaign to precision manufacturing partners
• Launch targeted recruitment campaign (LinkedIn ads, job posts, culture content)
• Continue publishing new content:
• Technical blog posts
• YouTube testimonials and walk-throughs
• Customer case studies
• Optimize based on pilot learnings and performance metrics

Immediate Action – April / May

• King Machine team reviews and provides feedback on this deck
• Trellist develops proposal outlining website updates and an external pilot marketing campaign
• Trellist develops proposal for internal communications campaign to rally King Machine employees

Appendix

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Website Audit: Content

• About Us Section: Expand the 'About Us' page to include a compelling narrative about the company’s history, mission, and values.
• Content Variety: Diversify content by incorporating customer testimonials, case studies, and blog posts about industry trends or innovations.
• Content Depth & Quality: Expand content with relevant long-tail keywords and FAQs to enhance topical authority and user engagement. Regularly update high-traffic pages to keep content fresh and valuable.
• Call-to-Action (CTA): Use more engaging CTAs throughout the site to drive inquiries and conversions.
• Focus on Impact: Highlight real-world applications of King Machine’s products (e.g., "Molds that Shape the World").
• Simplified Language: Adjust overly technical language to be more accessible for a broader audience, including non-specialists.

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• Technical Detail: The site provides detailed descriptions of products and services, demonstrating expertise.
• Professional Tone: The content maintains a professional voice, suitable for an industrial audience.
• Key Offerings Highlighted: Core offerings like tire molds and advanced technology are prominently featured.

• Recommendations

• Strengths

Website Audit: UX

Content Strategy

• Implement an internal linking strategy to increase the number of contextual internal links to deeper pages to enhance crawlability and distribute page authority effectively.
• Include a content regrouping effort.

Visual & Aesthetic

• Feature more video animations of molds being crafted or used in production, paired with a bold copy like “Precision for Every Product.”
• Enhance current color palette with dark greys, metallics, and a warm accent color to balance modernity with a professional yet personal touch. Introduce clean, modern fonts to convey professionalism and cutting-edge expertise.

Technical / Performance

• Optimize large media files using next-gen formats (e.g., WebP) for better compression and performance.

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• Clear Navigation: The menu structure is straightforward, making it easy for users to find key sections like Products, Services, and Contact.
• Contact Accessibility: The contact page is easily accessible, with clear CTAs for inquiries.
• Responsive Design: The website functions well across different devices, ensuring accessibility for mobile and desktop users.

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• Recommendations

• Strengths

Website Audit: Home Page

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Navigation Addition/Reorg: Reorder the menu from left to right: lead with 'Services,' then 'Who We Are.' Include 'Markets' with a dropdown and create individual pages for each market that King Machine is looking to enter in 2025 and beyond.

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Visual Hierarchy: Increase visual emphasis on key sections like 'Products and Services' to guide the user’s attention more effectively.

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Hero Adjustment: Deliver King Machine’s compelling value message concisely—highlight King Machine as your “technology development partner” earlier. Consider incorporating imagery of the new equipment and machinery King Machine has invested in.

2

Market Diversity: Add a new section that highlights expansion into other markets, creating an additional entry point for users to explore King Machine’s offerings in those areas.

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Overview Video: Suggest creating a cut-down version of the current video (under 1 minute), as shorter videos are better received and more likely to be viewed in full by website visitors. Modify the video to highlight market diversity and new tech equipment. Consider using the longer version on the Automotive Market page. Move company info and the video to the second position on the homepage.

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• Improvement Opportunities

Website Audit: Initial Sitemap Recommendation

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Home

Services

Markets

About Us

Contact Us

Leadership

Careers

Request a Consultation

Resources

Diverse Market 2

Diverse Market 5

Automotive

Diverse Market 3

Diverse Market 4

Mold Maintenance, Remodel, and Repair

3D Printed Sipes

Laser – Punch Combo

Cast Mold Manufacturing

Mold Services / eMold

Quality and Assurance

News

= 13 Location Pages

Locations

• Case Studies
• Videos
• Sales Collateral
• Customer Successes / Testimonials
• FAQs

• Who We Are
• Mission / Strategic Expansion
• History
• Sustainability & Innovation
• Certifications
• Alliances / Partners

Social Media�Audit

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Social Media Audit: LinkedIn

• Strengths
• Highlights team culture and community involvement, creating authentic audience connections.
• Opportunities for Improvement
• Complete the Bio/About section with overview of expertise and services.
• Diversify content beyond team and culture to include product showcases, case studies, customer testimonials, industry insights and educational posts.
• Increase posting frequency from the current once per month.
• Ensure all posts maintain high-quality visuals and align with branding.
• Add comments to reshared posts for better engagement.
• Use hashtags consistently (e.g., #MoldManufacturing, #Innovation).
• Implement UTM tracking for posts driving traffic to the website.

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• Current State Analysis

• Post Types
• Highlight team culture and community while expanding to showcase products and innovations.
• Share customer success stories and educational insights.
• Engagement Enhancements
• Personalize comments on reshared posts.
• Track performance with UTM parameters.
• Use consistent, relevant hashtags to boost discoverability.

• Optimization Suggestions

Social Media Audit: YouTube

• Strengths
• Videos effectively showcase King Machine's expertise and credibility (e.g., "Who is King Machine?" and "75 Years of King Machine").
• "Manufacturing Marvels" highlights capabilities and builds trust.
• Opportunities for Improvement
• Add playlists to organize content and enhance navigation.
• Use engagement features like cards, end screens, and pinned comments.
• Create consistent branding for thumbnails and channel art.
• Grow followers to customize the URL.
• Optimize tags and descriptions for discoverability.
• Post more frequently (last update was 3 years ago).

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• Current State Analysis

• Visual Branding
• Update banner art with a professional design, logo, tagline, and CTA.
• Ensure profile picture is clear and recognizable.
• Content Organization
• Create playlists such as:
• "About King Machine"
• "Mold Manufacturing Process"
• "Customer Success Stories."
• Feature a key video (e.g., "Who is King Machine?") as the channel trailer.

• Optimization Suggestions