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Case

Schilling Publishing

Preparing the way for going global

Summary

Faced with a saturated market in Scandinavia, Schilling’s growth needed to come from further afield. As the brand was relatively unknown outside the region, CBC devised and created a complete global brand strategy to change this situation, aligning with Schilling’s five-year plan to change market perception of the company from an IT supplier to a business solutions partner.

About Schilling Publishing

Schilling is the Nordic region’s leading provider of specialised software solutions for publishers. The business helps publishers of audio, digital, and print content organise, shape, and streamline every step of the publishing workflow so that the customer’s business works faster and more efficiently to harvest greater profits.

Schilling Publishing | Preparing the way for going global | CBC | Cross-Border Communications | Leading international B2B branding and marketing agency
Schilling Publishing | Preparing the way for going global | CBC | Cross-Border Communications | Leading international B2B branding and marketing agency
Challenge
Schilling came to CBC with a familiar challenge: the business had been so successful in its home market – Scandinavia – that growth could only come from outside the region.

However, the brand was far less well-known in other target markets. The first challenge was therefore to evolve and strengthen the brand to build an image that customers could trust, and which could be used globally.

Schilling’s strong ambition was also expressed in a five-year plan to change the market’s perception of the company from an IT supplier to a business solutions partner for the publishing industry.
Solution
CBC developed a creative and tactical approach to the problem. This started with a range of marketing tools grounded in a strong brand concept built around the essential ingredient in Schilling’s business: words. Communication was directed at three key sectors: trade publishing, education, and professional (legal and medical, for example), and aimed at positioning Schilling as the best partner for publishing challenges – whether digital or print.

Job functions were also addressed with a combination of top-down messages for senior executives and bottom-up for the more hands-on marketing and publishing managers. Schilling’s 50 largest prospects were then targeted, with CBC designing a carefully calibrated direct mail campaign with comprehensive follow-up. Finally, an email flow was also set up for contacts to receive more information, including white papers and invitations to webinars and trade fair appearances.

All campaign visuals were presented against a graphic background of printed words, giving a common creative theme across all materials. CBC also designed an entirely new website, including everything from wireframes, design, and infographics to all content and search terms. Not only did this reinforce the visual approach and key messaging, but it delivered a seamless online experience and lead generation tool that guided customers through their broad range of offerings.
Challenge Solution
Schilling came to CBC with a familiar challenge: the business had been so successful in its home market – Scandinavia – that growth could only come from outside the region.

However, the brand was far less well-known in other target markets. The first challenge was therefore to evolve and strengthen the brand to build an image that customers could trust, and which could be used globally.

Schilling’s strong ambition was also expressed in a five-year plan to change the market’s perception of the company from an IT supplier to a business solutions partner for the publishing industry.
CBC developed a creative and tactical approach to the problem. This started with a range of marketing tools grounded in a strong brand concept built around the essential ingredient in Schilling’s business: words. Communication was directed at three key sectors: trade publishing, education, and professional (legal and medical, for example), and aimed at positioning Schilling as the best partner for publishing challenges – whether digital or print.

Job functions were also addressed with a combination of top-down messages for senior executives and bottom-up for the more hands-on marketing and publishing managers. Schilling’s 50 largest prospects were then targeted, with CBC designing a carefully calibrated direct mail campaign with comprehensive follow-up. Finally, an email flow was also set up for contacts to receive more information, including white papers and invitations to webinars and trade fair appearances.

All campaign visuals were presented against a graphic background of printed words, giving a common creative theme across all materials. CBC also designed an entirely new website, including everything from wireframes, design, and infographics to all content and search terms. Not only did this reinforce the visual approach and key messaging, but it delivered a seamless online experience and lead generation tool that guided customers through their broad range of offerings.

Key deliverables

  • Brand concept and logo
  • Design guide
  • Brochure
  • Direct mail campaign
  • Video
  • Brand platform
  • Website
  • White papers
  • Teaser emails
  • Infographics

Impact

CBC’s insights and approach have proved crucial to building customer trust and taking the Schilling brand to a global level. The business now has the tools and assets it needs to deliver the high-quality experience that customers – and the industry – expect.

With an upgraded brand image and clear, value-driven messaging, customers worldwide now associate Schilling with a high-quality, consistent experience and as a leading publishing solutions partner.

Case video

A new website was the centre point of the new brand strategy and identity, acting as both an information resource and a landing point for all lead generation activities.

A video was created that showcased the new brand and messaging, which was featured and promoted across multiple platforms.

Created complete brand identity, from logo to online and offline guidelines.

Schilling Publishing | A series of targeted teaser mailers was created to build interest and awareness of the Schilling brand | CBC
Schilling Publishing | A series of targeted teaser mailers was created to build interest and awareness of the Schilling brand | CBC

A series of targeted teaser mailers was created to build interest and awareness of the Schilling brand.

Schilling Publishing | For a publishing business, the corporate profile brochure had to live up to its own high standards for quality of communication | CBC
Schilling Publishing | For a publishing business, the corporate profile brochure had to live up to its own high standards for quality of communication | CBC

For a publishing business, the corporate profile brochure had to live up to its own high standards for quality of communication.

Schilling Publishing | A series of white papers that addressed key customer challenges as part of a lead generation campaign | CBC
Schilling Publishing | A series of white papers that addressed key customer challenges as part of a lead generation campaign | CBC

A series of white papers that addressed key customer challenges as part of a lead generation campaign.