Communications strategy for an international mechanical engineering company
Initial situation
Following a CEO transition, an internationally active mechanical and plant engineering company faced the challenge of embedding a new corporate strategy throughout the organization. Previous communications had been strongly focused on products and technology, while the new strategy placed significantly greater emphasis on customers, solutions and partnerships.
The company needed a communications framework that would make the strategic realignment easy to understand while at the same time ensuring a consistent
Objective of the mandate
The objective was to develop an integrated communications and content strategy that translated the new corporate strategy into clear communication.
The focus was on:
- Sharpening the positioning
- Developing a consistent messaging architecture
- Placing greater emphasis on customer value and business benefits
- Building a strategic content framework
- Establishing consistent guidelines for marketing and communications
3. Our contribution (consulting services)
- Analysis of market presence and competitive environment
- Development of a new brand and communications logic
- Development of a company-wide messaging house
- Definition of strategic communications topics
- Development of an integrated content and channel strategy
- Translation of the corporate strategy into concrete marketing guidelines
Approach
- Analysis of positioning, communications and the competitive environment
- Derivation of central strategic messages from the new corporate strategy
- Development of a messaging house with clear communication priorities
- Definition of relevant target groups, topics and value propositions
- Development of an integrated content and channel strategy
Results / impact
The new strategy was translated into a consistent communications system and operationalized for marketing and communications.
This resulted in:
- Clear positioning and strategic differentiation
- Consistent core messages across all communication channels
- Stronger customer and value orientation
- Better alignment of strategy, brand and marketing
- Long-term direction for international marketing teams
Positioning within the impact model
his mandate particularly strengthened:
- Strategy
- Brand & positioning
- Marketing & communications
- Reputation & thought leadership
In addition:
- Sales & customer retention
Translating strategy into communication
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