The solution and results:
We have developed a three-year marketing strategy which highlights SAS’ passion for inspirational spaces through a series of campaigns, collateral and communications, all of which show the ‘wow factor’ of SAS products and their ability to respond to design trends. SAS’ unique culture can now be seen in their overall brand and through their customer communications.
The project began with Built for Marketing (BFM) facilitating a brand programme – using techniques to ensure engagement from a cross section of the SAS International team; sales, operations, all factory sites, customer service, technical and board level management. This internal project inspired and motivated the internal marketing team at SAS, who we’ve continued to mentor. Outputs were woven into company deliverables – HR, team culture, office & factory environments, in all marketing collateral online and offline, and for the business’ 50th anniversary celebrations.
With a reinvigorated brand identity, focus turned to research in order to correctly position SAS within each of the global markets it works within. Our team managed the capturing of customer and market perceptions through a comprehensive survey and carried out local market/competitor analysis.
The results of the research have equipped SAS to communicate on a local level with each of the 6 key markets across the globe. In order to engage with each region, BFM are supporting the SAS marketing team to work directly with the regional management and sales teams and have created dedicated communication plans accordingly.
BFM continue to be responsible for creating SAS’ marketing strategies, ensuring alignment to the business’ plans and a direct connection to the business development strategy. We also develop, mentor and support the SAS marketing team in the delivery of an effective marketing strategy.