On Target: Marketing Wins at a Glance
Formalizedcompany-wide launch strategy |
Integratedcampaigns across 5 global regions |
Definedongoing cadence for activities |
Improvedlead generation opportunities |
Unified Marketing Strategy for Sophisticated Global Campaigns
Tinius Olsen, a leading provider of materials testing systems for a wide range of industries, operates on a worldwide scale, with an extensive network of support services and sales locations as well as a demonstration and testing center in Dubai.
Marketing Director Richard Coombs was increasing the depth of the company’s global marketing initiatives and recognized the need for a more cohesive infrastructure that would fuse together the various parts of his team that operate from all corners of the globe.
Challenge
Because the new branding initiative was being rolled out in stages, the marketing program felt siloed. Richard wanted to unify the company’s brand visualization and messaging, so that the tactics complemented each other and his marketing team could better rely on each other to create integrated campaigns. In essence, make the sum greater than its parts.
Not only is the marketing team located across multiple countries and time zones, but each region has its own industry mix and application focus.
“With a centralized, cohesive framework, we can easily manage brand initiatives and align our global marketing activities across the different regions we serve worldwide.”
richard coombs, marketing director,
tinius olsen
Strategy
We started with a content-based resource library on the website that augmented existing visual content with deeper technical information. The goal was to provide shareable resources for each region and strengthen the marketing initiatives currently in place, including extending the company’s social media reach through both gated and ungated resources and enhancing its industry-focused advertising programs.
Implementation
Tinius Olsen had a robust visual presence in place, so once objectives had been aligned, we focused on evolving relevant content and advertising programs into a multi-faceted, integrated strategy. Execution targeted tactical areas, like improving advertising CTAs, engagement and lead gen as well as building website content beyond product details and enhancing social engagement.
strategy & branding
- Unified global messaging
- Improved brand visibility
- Cohesive team strategy
digital marketing
- Campaign themed organic social media
- Coordinated global calendar
- Improved CTAs
content marketing
- Online resource section
- Top of funnel content
- Blogs, case studies, white papers
industry advertising
- International ad plan management
- Print & digital placements
- Lead-generating content
Success
With unified campaigns that engage the full marketing team, Tinius Olsen can provide better resources to customers and prospects that both educate and inform, helping build confidence and trust in the brand.
“By aligning our activities throughout the company, we’re creating stronger paths to customer success,” said Richard.
