Brand management from a single source
For a medium-sized company like Wolfensberger, it is advantageous to entrust all aspects of brand development and marketing communications to a single agency. This ensures consistency in the company’s image and in the implementation of its strategies.
For over 80 years, Wolfensberger in Bauma has been developing, manufacturing, and machining sophisticated castings for the transportation, energy, and general mechanical engineering sectors. The company, located in the Tösstal valley, is the region’s largest employer. It stands out above all for its ability to transform over 100 different materials into castings with high aesthetic appeal. Crafft Kommunikation has skillfully leveraged this advantage for brand management by presenting these castings as first-class works of art. Thanks to this strategy, Wolfensberger stands out from other companies in this field and enjoys high brand recognition within the industry.
Strong Brand Management
For Crafft Kommunikation, Wolfensberger was a stroke of luck, as the agency was able to begin with the corporate design and thus lay the foundation for strong brand management. In parallel with the brand implementation, the marketing communications strategy was developed for both online and offline channels. From the design of the trade show booth, the advertising campaign, and the website to the corporate brochure and the conversion of print materials into e-papers (Spring 2009), Crafft Kommunikation has implemented the entire communications mix. From Bauma in Zurich, these elegant castings are shipped around the world—with a brand presence that embodies Wolfensberger’s distinctive character down to the last detail.
Cross-Media Newsletter
By launching a newsletter, Crafft Kommunikation and Wolfensberger aimed to create a scalable tool for a specialized target audience. The newsletter is published two to three times a year with a circulation of 6,000 copies. It is written by trade journalists for industry professionals, particularly engineers and technicians. The concept is based on using the information from the newsletter across various media. Each issue addresses a specific topic in the field of casting technology and casting materials. This information is simultaneously posted on Wolfensberger’s website and intranet, accompanied by articles in relevant trade journals. Finally, in connection with the current topic featured in the newsletter, the company also offers recipients subject-specific presentations and guided tours of the facility.
All of these measures give the castings manufacturer a profile that particularly highlights the company’s strengths. And that is set to remain the case in the future, according to Thomas Iten, Head of Sales at Wolfensberger.
Michael Rütti
Strong Brand Management
For Crafft Kommunikation, Wolfensberger was a stroke of luck, as the agency was able to begin with the corporate design and thus lay the foundation for strong brand management. In parallel with the brand implementation, the marketing communications strategy was developed for both online and offline channels. From the design of the trade show booth, the advertising campaign, and the website to the corporate brochure and the conversion of print materials into e-papers (Spring 2009), Crafft Kommunikation has implemented the entire communications mix. From Bauma in Zurich, these elegant castings are shipped around the world—with a brand presence that embodies Wolfensberger’s distinctive character down to the last detail.
Cross-Media Newsletter
By launching a newsletter, Crafft Kommunikation and Wolfensberger aimed to create a scalable tool for a specialized target audience. The newsletter is published two to three times a year with a circulation of 6,000 copies. It is written by trade journalists for industry professionals, particularly engineers and technicians. The concept is based on using the information from the newsletter across various media. Each issue addresses a specific topic in the field of casting technology and casting materials. This information is simultaneously posted on Wolfensberger’s website and intranet, accompanied by articles in relevant trade journals. Finally, in connection with the current topic featured in the newsletter, the company also offers recipients subject-specific presentations and guided tours of the facility.
All of these measures give the castings manufacturer a profile that particularly highlights the company’s strengths. And that is set to remain the case in the future, according to Thomas Iten, Head of Sales at Wolfensberger.
Michael Rütti
