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  • Carta

alkus: strategic Repositioning in the construction industry

PR Strategy and Worldwide Communication Management

Public Relations

Digital

Marketing

challenge

Build awareness, attract new target groups

alkus, supplier of the innovative alkus® solid plastic formwork panel, decided to change its sales strategy in 2016. Whereas this had previously been geared towards intermediaries, the aim was now to win construction companies as end users of the formwork panel directly as customers. With our strategy and implementation support, it was a success.

Implementation

Concept and action plan

For this strategic realignment, Carta drew up a comprehensive communications concept including a PR strategy. The goal was to establish the alkus brand and its solid plastic sheet product among the new, much larger target group and thus gain their trust through media presence and communication of the product's superiority.

To this end, we have been implementing a campaign with various measures in DACH and in the USA for alkus AG since 2017. These measures include:

  • Formulating a clear positioning and consistent messages
  • Creating and implementing advertising campaigns in the international trade press
  • Implementation of new print media such as product catalog, brochures and flyers
  • Increasing online visibility through SEO and SEA
  • Conceptual design and support of a website relaunch
  • International trade press relations
  • Providing support during the preparation of trade fair appearances
  • Communication and project management

Media

Result

INCREASED VISIBILITY AMONG THE TARGET AUDIENCE

Through the measures conducted across a variety of channels, we succeeded in increasing the visibility of the alkus® solid plastic sheet among the target group and in placing our messages. To be specific, this means:

  • As a result of the successful press relations work and the accompanying advertisements, the target audience now regularly comes across the alkus® sheet and its benefits in the trade press.
  • The website relaunch and the implemented SEO and SEA measures significantly increased the number of visitors to the client's website.
  • The product catalog and brochures support the customer's sales department in its professional image.
  • As Carta took over the project management in the longer term, the client was able to concentrate on its core business despite massively expanded communication without increasing the size of the marketing department.