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Integrated marketing campaign

Zonegreen

CLIENT
Zonegreen

TRADE
Railway infrastructure

PROJECT
Integrated marketing campaign

TARGET
Engineers

EXPERTISE
Marketing

MARKET
France

Marketing

Zonegreen

CLIENT
Zonegreen

TRADE
Railway infrastructure

PROJECT
Integrated marketing campaign

TARGET
Engineers

EXPERTISE
Marketing

MARKET
France

Need

Zonegreen is a leading manufacturer of safety systems for railway depots. Based in the United Kingdom, the company is part of the Sentric Safety Group. In order to strengthen Zonegreen’s positioning and facilitate its access to the French market, bb&b was commissioned by Sentric to develop an integrated campaign addressing this sophisticated industrial market.

Approach

bb&b applied its proven industrial marketing methodology to develop the strategy for Zonegreen’s market launch in France.

This process began with a positioning workshop, followed by the formulation of the value proposition and storyline. This then led to the development of a communication concept. Subsequently, the concept was transformed into advertising campaigns for print and digital media. Web traffic was bundled through a dedicated landing page. Sales collaterals and a press kit completed the setup.

Implementation

The entire process took approximately six months, from the initial briefing to the delivery of all components. The deliverables were provided in French and English.

As always, the marketing workshop served as a catalyst and kick-off for the whole team and the entire project.

While the value proposition provides an exhaustive summary of the brand’s offerings, the communication concept condenses this into a few words, underpinned by a key visual.

During the project, we also revamped the old website and redesigned the company logo.

Digital campaigns were set up and optimised on LinkedIn and the research networks to raise awareness and generate initial leads.

A press kit was produced to launch PR activities with the help of a specialized press agent in France.

Results

The project provided Zonegreen with a comprehensive set of tools with which to launch the brand in France and beyond, while raising awareness and generating leads.

LI target penetration
0 %
LI leads
0
LI cost / lead
0 €