CP in global expansion

 
Customer magazines A well thought-out modular offline/online customer magazine gives Oerlikon Balzers an additional boost. 
Oerlikon Balzers is on an expansion course. The global market leader for surface coatings is consolidating its worldwide service network with company acquisitions and new branches. The growth and the heterogeneous structure of the national companies with different resources and know-how are challenging conditions for globally consistent, responsive and at the same time cost-efficient and high-quality corporate communication.
Modular concept as a basisThe market-oriented technology company opted for a modular, combinable offline/online customer magazine concept in order to meet the complex requirements.
The print edition of Contact magazine is available to the major national companies for national and international trade fairs. In the technology-driven business, trade fairs are fixed communication points, as they are the ideal way to bundle public interest for the launch of innovations. For smaller national companies, the online magazine is the ideal tool for communicating their services in a high-quality manner.
The large national companies use the online edition in addition to the print magazine as a cost-effective supplement. "The concept is perfectly tailored to our complex framework conditions. It enables an efficient and cost-effective dialog with our customers - globally and with country-specific content at the same time," summarizes Eduard A. Meyer, Global Head of Communications at Oerlikon Balzers.
Kick-off with the German print editionThe first issue is the print edition in Germany, which is published to coincide with the most important European trade fair EMO. The main topic of the issue is the introduction of a new product generation. The print product is characterized by the adaptation of design patterns that are typical for the Internet and offer the reader more freedom of choice. Several topic outlines in different containers enable intuitive reader guidance with individual reading starts. Short texts, such as in the News section, take account of changing reading habits. Portraits and telephone numbers of sales representatives create points of contact for dialog with customers. References to brochures and further information illustrate the close integration of the magazine with other marketing and communication measures. Reports from customers show possible applications and present successful collaborations.
High responsiveness with the online magazineThe second step is now the implementation of the online magazine. The design and sections are based on the print edition and adapted to suit the media. Customers receive the visually oriented table of contents and the editorial by e-mail. Instead of scrolling as with the classic newsletter, clicking on an article opens a browser window with the selected article. This functional principle allows the reader to intuitively select a topic and access the article directly. The national companies produce the online editions themselves or, depending on the service level agreement, with support from the agency. The cost-effective solution allows a high level of responsiveness: "An absolute must for us in the current growth phase," says Head of Communications Meyer.
Internationalization with an editorial systemThe country-specific adaptation of the online and offline editions enables multiple use of the content. While the head office in Balzers provides text and image material for the national companies, these contribute country-specific content.
A web-based editorial system is planned as the backbone of internationalization. It will support process, content and quality assurance management. In addition, the editorial system enables the head office to continuously monitor the publishing projects of the national companies. This creates the ideal conditions for implementing the high standard of corporate communication worldwide during the intensive growth phase.
Gregor Herbst/Philip Meier, m&/ AG
Facts & Figures about the customer magazine ContactFrom September 2007, the customer magazine will be published offline and online in over 20 countries and in more than ten languages. Concept, editing & design: m/& AG, Zurich, www.m-und.chTechnischer Partner: Vertical Vision, Kloten, www.vertical.ch