Founded in 1827, Schoeller Werk is one of the leading international manufacturers of longitudinally welded stainless steel tubes today. The German company employs over 1,000 people at its headquarters in Hellenthal.
The sales-supporting trade press work and content marketing of the traditional company was to be set up at short notice – six months before the leading international trade fair Tube. The aim was to position Schoeller Werk as an expert in the manufacture of longitudinally welded stainless steel tubes.
On the basis of a workshop, a communication concept including SWOT analysis, positioning and messages for the respective target groups was developed. The concept includes a categorisation of the trade journals in A-, B- and C-media as well as a comprehensive topic planning. Based on this, the agency executed the following measures: editorial and factory visits with relevant journalists, press releases on important topics such as product range, new production technologies, material selection and development as well as personnel recruitment. The highlight of the initiated measures was a press event at the upcoming Tube trade fair.
In just six months, almost 50 publications were released in specialist media in the metal, steel and industry sectors. Five visits to editorial offices and the factory were carried out with the important specialist editorial offices. On site at the Tube trade fair, five other trade journalists visited the stainless steel tube supplier's stand and agreed on new editorial projects. Apart from that, customers and partners repeatedly spoke to the responsible persons at the Schoeller Werk about the company's new public image. Overall, the long-established company has thus created a very good basis for its long-term positioning as a leading international expert for longitudinally welded stainless steel tubes.