DRIVING BRAND AWARENESS TO A NEW AUDIENCE

Godfrey developed a robust research plan, which included a brand study, internal stakeholder interviews, customer and prospects survey, and industry and competitive landscape reviews. These drove key insights into the audience and positioning for Bosch Rexroth in the factory automation space, relative to the vertical markets.

Key findings were presented, including insights from research and initial strategic direction. From that, Godfrey then developed market profiles, personas, messaging strategies, message maps and a plan strategy for multiple audience types, specific to each vertical. This laid the foundation for a strong creative concept that brought the positioning to life with compelling messaging that addressed key challenges and drivers for the audience. Vibrant visuals conceptually capture Bosch Rexroth’s presence in vertical manufacturing environments and complement the messaging.

Godfrey also developed a highly targeted, detailed plan outlining the primary tactics, channels and expected results for the launch of the campaign. In addition, Godfrey evaluated any current content and recommended and developed new assets aligned with themes targeted to address key audience requirements and Bosch Rexroth’s differential. This content was used as a strong call to action for tactics and to populate a campaign microsite, with general and vertical-specific information.

The combination of research-driven positioning, distinctive creative and plan across each vertical came together for a strong, differentiated go-to-market campaign.