STRENGTHENING RELATIONSHIPS
With more than 50 years of experience behind its
name, Design Tanks has earned a solid reputation
for designing, engineering, and manufacturing topquality fiberglass-reinforced plastic tanks. Their
story focuses on the qualities—precision, value, and
service—that differentiate their company from the
competition.
Design Tanks utilizes a four-page newsletter as their
primary storytelling vehicle. Though they don’t have
as much real estate to work with as companies who
publish 6-, 8-, or 12-page newsletters, the content
of each issue is crafted to provide an interesting and
well-rounded picture of the company.
“Design Tanks is very good at identifying a unique
theme for each of their newsletters,” states Connie
Smith, their VistaComm journalist. “Each issue
focuses on an aspect of their product or process that
makes Design Tanks unique. They generally feature
one or more of their key people who help create or
deliver that unique difference, and also a customer
or partner who utilizes the product or service being
emphasized.”
Connie takes the results of her interviews and the
images she has captured (with the forethought and
assistance of the staff at Design Tanks) and
begins the process of crafting a compelling
story. “It’s not just the words,” she
explains. “It’s how the story flows
through the publication and
how we utilize images
to emphasize key
points. My role
is to put
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the content together so that the information is broken
into coherent segments that both communicate and
lend themselves to an attractive design.”
Design Tanks also utilizes digital media to
complement their newsletter. VistaComm produced
a company video for them, which provides a
comprehensive overview of the company coupled
with a virtual tour of their manufacturing facility and
process. They also employ a VistaComm-developed
custom website, which allows customers to “build”
their own virtual tank online, then receive a quote on
that tank. The site also features a link to their video.
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The Design Tanks story is all about unique, highquality tanks designed to fit the specific needs
of each client. For our second client, it’s
all about how to stand apart in a “me
too” market.
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