HOW DO I SUSTAIN TRUST WHILE RESTRUCTURING?
TALK ABOUT THE REASONS BEHIND EXPANSION.
As one of the leading tugboat manufacturers both in Turkey and worldwide Sanmar is highly rated for their financial strength and their ability to consistently deliver high standards.
When they decided to undergo restructuring, and expansion they had to let their investors and 3rd parties know that it was a positive move forward. Not only trust was a particularly important issue for Sanmar undergoing change, but it was a fundamental for the industry. They needed to be crystal clear about their strategy and the performance of the business as well as how the business was going to be managed and governed.
Strong brand messaging reinforces the continuity story from the outset. We wanted to express the positioning statement “Moving Forward With Technology” which became the core messaging throughout the restructuring process. We created a series of double page spreads and printed media advertising, demonstrating Sanmars roadmap and strategy going forward. Along with the advertising, a company profile book was created and delivered to all contacts worldwide, reinforcing the messaging with solid data.
The advertising positions Sanmar as an ambitious, yet reliable company with a clear strategy and strong values.