Schubert International Marketing
Client
Gerhard Schubert GmbH
Sector
Mechanical and systems engineering
Partnership
since 1973
The client
Schubert, the packaging machine manufacturer, has been focusing on the future for decades with exceptional visionary strength. And since 1985, it has been prioritising robotics and modularity. Schubert provides the world's leading FMCG brands with practically magical systems to achieve the most demanding packaging processes. Today, the group exports its machines worldwide and generates a turnover of some 250 million euros with its 1,200 employees.
The assignment
- Ongoing strategic marketing, brand and communication consulting for the entire group of companies
- Product and programme ideas
- Ongoing creative direction
- Market research, country-specific marketing concepts
- Concept development, planning and execution of all communication measures worldwide
Partnership since 1973
Brand definition process
- Development of a brand identity as a solid take-off point for all types of brand management, marketing and communication.
- Archetype analysis as a brand model that leads to a compelling, understandable and motivating brand personality, which is also easy to operationalise in communication and management.
- Close association with company history.
- Stringent combination of emotive and rational brand characteristics.
- Focus on creating a meaningful brand identity rather than abstract brand values.
Awards and honours
Creative
Emotive brand loyalty through creative
The creative process encompasses the development of new ideas, concepts and solutions such as designs, campaigns, products or services. It is the creative engine behind innovation and success in the race for the attention of the relevant target groups. Brands are emotionally charged and strengthened by creative impetus. Ideally, the high recognition of the product or company leads to a trusting relationship between the brand and the (potential) buyer.
Development and maintenance of corporate design
A brand is constantly evolving, so we continuously adapt the packaging machine manufacturer’s look and feel. Clear guidelines for the visual design strengthen the brand image and increase recognition.
The Sequence customer magazine
Despite all the currently available digital formats, established corporate publishing formats such as customer magazines and high-quality brochures are successfully defending their position in the cross-media marketing mix – and are highly valued by customers. The best example of this is the current issue of Schubert Sequence.
International trade campaign
A new international campaign for Schubert Verpackungsmaschinen: A series of imaginative landscape motifs showcases the manufacturer's wide-ranging portfolio and in-depth expertise in packaging machine design and engineering.
Pocket guide
For the launch of Schubert's new "Mission Blue" Sustainability Initiative, we developed a 12-page pocket guide explaining the sustainability strategy, the campaign motif and Schubert's fields of activity.
Brochures
The new service brochure picks up customers right where they are in terms of their development and growth. It not only provides an overview of the individually configurable service portfolio, it also includes specific practical examples and highlights new customer benefits with digital services.
Schubert anniversary film
Storytelling at its best. 50 years of success packed into a compelling 3-minute film – portrayed through three generations and giving personal insight into the roots of the Schubert company.
Trade fair
A stage for magical machines
Known as an innovation driver and technology leader, packaging machine manufacturer Schubert has been shaping the international packaging industry for more than half a century.
From 4 to 10 May 2023, some 2,800 exhibitors presented their latest technologies and solutions for the packaging industry at the Interpack trade fair in Düsseldorf. It attracted roughly 143,000 visitors from 155 countries. Interpack continues to be the most important and largest industry event for the international packaging industry.
PR & content
International press relations
As a full-service agency, we have been acting as an outsourced marketing department for the Schubert Group for over 50 years. Press relations are a focal point in the context of fully integrated and international communication.
Especially in B2B communication, well-founded articles with in-depth industry knowledge are highly valued. Potential customers obtain information for long-term investments via specialist media or portals – digitally and in line with media usage behaviour. The foundation for our successful press work is our close, ongoing media relations work, which enables us to keep in constant dialogue with specialist editorial teams through personal contact with journalists and to develop relevant topics for our customers worldwide.
Media relations
International media planning
We are experts in international online and offline media planning and recognise the unique challenge of developing country-specific media strategies for the various target markets, B2B or B2C.
Consumer behaviour and media use have experienced an unprecedented digital push, naturally driven by social distancing and the resulting absence of trade fairs and other live events. Because we provide our clients with interdisciplinary, comprehensive support, we offer correspondingly integrated communication solutions in campaign management, focusing on the client and costs.
Digital
Comprehensive digital consulting & support
We make complex things simple. To make international digital business more successful and efficient, we work with the latest and best technical solutions and products. With the help of the right web technologies, we can achieve a variety of mechanisms and make the most diverse goals achievable. The Schubert Digital division reflects the passion and innovative spirit that drive the packaging machine manufacturer.
Design system
Uniform definition of the Schubert design for a consistent brand image to the outside world: a digital UX design style guide to standardise all digital interfaces. Whether website, service portal or machine user interface.
International corporate website
Schubert's new corporate website is the epicentre of all communication for all external and internal channels - and is state-of-the-art in terms of technology, content strategy and analytics. Available in several languages and comprising over 1000 pages with AI-based search options. Concept, design, technology and editing all from a single source - made by the Ruess Group.
Sustainability microsite
"Mission Blue" is Schubert's new sustainability initiative, which bundles all activities in the area of sustainability. The new microsite is the centrepiece of all communication across all channels, externally and internally at Schubert. Concept, design, technology and editing all from a single source - made by the Ruess Group.
Career microsite for Schubert System Elektronik
In the competition for experienced and future specialists, companies today have to present themselves in a way that is up to date and state-of-the-art. We developed an exciting user experience for Schubert System Elektronik GmbH that not only provides information, but also inspires enthusiasm for the company and its benefits.
