Client – Engineering Consultancy
Brief – The consultancy was very active in promotion and used many different tools including advertising; attending trade fairs; public relations (PR) and targeted mailings. These approaches to the market were not necessarily coordinated. In addition the organisation was going through a major change repositioning itself in the marketplace.
Contribution – An integrated market communications (marcom) plan was produced that showed in a time-phased series of communications with key customer groups. The key messages for each time-slot were defined and their evolution over time carefully thought through. These key messages were used to plan the individual approaches to the market with the most appropriate medium being selected for each message.
Outcome – The integrated marcom plan was a key contribution to the success of the overall repositioning exercise that saw the organization move from a declining business to a strong sales growth.