Situation: the industrial consortium (global, > 250 members) had prepared industrial specifications and had the objective to become globally known. The strategy was to expand the market for LED lighting and create a demand for standardized products.
- Global market and different target groups should be addressed
- Members were to be kept informed and if possible to be involved
- Steering committee with representatives from 16 companies was to be convinced
Approach: I drafted a marketing plan with SWOT analysis, strategic targets for communication and outline for first milestones. This was achieved by informing the members and working closely with active company representatives. Telcos were planned, moderated and continuous progress was monitored. This was presented to the steering committee and approved.
After I developed a briefing and invited advertising agencies to pitch I moderated the selection process. As next step the communication concept was designed with agency and members, the required advertising budget with alternative actions were presented to the steering committee for decision.
By forming various taskforces and work packages the individual activities were developed in parallel. Timing pressure started to build up due to the objective to participate in a fair.
To ensure transparency I updated the general secretary regularly and the steering committee was informed every 7 weeks
Result: A platform for communication with guidelines for corporate idendity, brochures, presentation and FAQ was established within 3 months. Within 8 months, the consortium was present at international lighting fairs in Frankfurt, Las Vegas and Guangzhou directly and via its members. The positive impact could be monitored via media publication, visitors to the internet page and new subscribers to the newsletter.