The Challenge: From Strategy to Daily Practice
The strategic framework was in place, but a tangible foundation for day-to-day implementation was missing. The team faced key questions that would determine the success of the new focus:
- Consistency: How do we ensure that everyone—from marketing and sales to external partners—implements the new strategy uniformly and with one voice?
- Empowerment: How do we empower the team to independently and confidently create content that truly resonates with architects and provides real value?
- Efficiency: How do we create a reliable knowledge base that speeds up onboarding processes and serves as an operational extension of the existing CI guide?
Our Solution: A Communications Playbook as a Compass
To bridge the gap from strategy to operational excellence, we developed a custom communications playbook. The playbook serves as a practical tool that provides clarity and guides independent implementation.
🎯 Content Pillars & Use Cases: We defined the core narratives relevant to architects. Concrete use cases show how to translate abstract topics into tangible content for various channels.
✍️ Editorial Master & Boilerplates: To ensure consistency and efficiency, we developed a master document with ready-to-use text modules. These building blocks streamline daily work and ensure key messages are always on point.
🎨 Visual World & Mood Boards: Communication is also visual. Four clearly defined mood boards establish a unified visual language that resonates with the target audience’s sophisticated aesthetic and sharpens brand perception.
The result is an operational handbook that perfectly complements the existing corporate identity guide. It gives the team the confidence and tools to master their target audience communication successfully.
»The communications playbook is a fantastic starting point for the team when it comes to addressing our target audience. The content pillars work well as a foundation for many other communication measures that can be implemented in the future. It's great that it can be used to brief both internal teams and external partners.« — Kathrin Jacobi, Project Manager Target Group Marketing
A Clear Foundation for the Future
With the communications playbook, the team now has a compass to guide all future initiatives. It not only enables targeted and consistent communication with architects but also serves as a central resource for onboarding new employees and collaborating with external agencies. This transforms the strategy from a document on paper into a living tool for daily success.
About Remmers
Remmers is one of the leading suppliers of construction chemicals in Europe. Under the motto "From the basement to the roof," the long-established, family-owned company offers a comprehensive portfolio of product systems—from structural waterproofing and floor protection to wood paints and lacquers. As an established partner for craftsmen, planners, and industry, Remmers stands for high-quality solutions and system expertise.
