Wolffkran Multi-channel marketing across different sectors on a global basis Brief – Two primary objectives TO COMMUNICATE AND BRING WOLFFKRAN’S OPERATIONAL PRODUCTS AND SERVICES TO LIFE. TO CLEARLY ARTICULATING THEM AND THEIR UNIQUE POINTS OF DIFFERENCE TO THEIR CORE TARGET CUSTOMER MARKET SEGMENTS. WOLFF Tower Cranes is the original pioneer of tower crane development and manufacture, arguably the world’s preeminent tower crane manufacturer. Medicine Man were briefed to provide full strategic creative communications support to raise the profile of WOLFF’s unrivalled tower crane product portfolio and complimentary range of unique integrated services, including crane sales and rental, custom market build applications, lifting accessories, crane support services and lifting consultancy. WOLFFKRAN is responsible for ensuring the successful construction of some of the world’s most iconic buildings. The company is at the forefront of technical innovation and product design leading the delivery of safer, more economically and efficient cranes and services to reduce the pressure on the environment and budgets. Client: Wolffkran Services: Strategy Design Approach It was essential to understand the vision and ethos of the WOLFF business by visiting the factory, interviewing the senior team and key operational managers and researching their loyal existing client base to understand the drivers that lie behind the single-minded passion and pursuit of lifting excellence. The background insight and understanding was then channelled into two key areas of activity. Firstly, to align product and service customer value propositions for each of the core offerings, and secondly to coalesce them into a complete customer value proposition story to extent across targeted market activity and trade shows. Strategic communication output, campaigns and activity Information was rationalised by capability and offer into its relevant product and service structure with a complete business proposition offer created to reach individual target customer types. Results The successful delivery of WOLFF’s complete lifting solutions communications offer backed up by multi-channel marketing communication componentry assets to be utlised across a range of integrated print/digital and trade event campaigns to raise product, service and event awareness enabling cross-selling to both existing and new customers.