Knowlton embarks on a new marketing path

CNY Business Journal (1996+), Aug 31, 2007 by Martino, Kristina

WATERTOWN - An almost 200-year-old Watertown-based manufacturer of specialized materials is rebranding itself into a tech company. It changed its name Aug. 1 to Knowlton Technologies as part of a more than $100,000 marketing effort.

For 200 years the company used the name Knowlton Specialty Papers' Inc., referring to paper manufacturing. As technology progressed over time so did the company's products. But its name no longer matched its capabilities, says John McMahon, the company's vice president of sales and marketing.

"We want to present ourselves properly for the market we're going after," McMahon says.

The firm projects generating about $40 million in revenue this year, McMahon says. That's up from $25 million in the past. He couldn't provide specific revenue numbers for specific years.

McMahon says the change accurately portrays what the company produces.

"Knowlton knows how to invent things," McMahon says. "Branding is very important and we had to change the name to match our capabilities."

Although Knowlton Papers didn't reflect all the products the company manufactured, McMahon says the mill has survived because it adapted to the world's technological changes since it was established March 4, 1808.

Originally, the mill produced paper products from its site at 213 Factory St., Watertown. But gradually the 180,000square-foot mill also began producing products ranging from absorbent media, such as light-weight flame retardant, highperformance racing filters, high-energy friction materials, and high-temperature gaskets. Knowlton still produces different types of specialty papers such as the paper used in air fresheners.

McMahon says 90 percent to 95 percent of Knowlton clients require confidentiality agreements. Much of the firm's clientele is in the defense and automotive industries.

Along with a new name, part of the company's revised marketing plan entails marketing to new industries. McMahon says that the company has created a new Web site and produced new marketing materials. Knowlton plans to spend between $100,000 and $150,000 for the marketing changes.

The name change isn't the only factor McMahon believes will increase revenue for the 100-employee company.

"It's the combination of everything we're doing. It's not just a facade thing," McMahon says.

As Knowlton Technologies moves forward, it also plans for the former mill to undergo some gradual renovations including restructuring of the red-bricked building and replacing the windows. McMahon estimates that the company will spend between $150,000 and $250,000 for building upgrades. He also says Knowlton has started to discuss enhancing the company's technology infrastructure next year.

McMahon says Knowlton doesn't have any plans to relocate and adds that die current site has the capacity to grow into new markets with the ability to maintain focus on its current markets and clients. Knowlton is beginning to enter new fields such as ballistic control, sound abatement, and full-cell technology.

"Our focus as a company is on product development and focusing on brand new technologies," McMahon says.

Knowlton generally produces between 5,000 and 15,000 pounds of a product per client - including both after-market and off-road products. The company also has the ability to manufacture products 'in small quantities. One third of Knowlton's revenue stems from overseas exports, including to Europe and Asia.

CEO Franklin Cean has led the company for 20 years. He couldn't be reached for an interview for this story.