Strategy

Since its founding, Layher has continually evolved its product family to meet the changing and increasingly complex demands of the industries its serves. Their brand promise is More Possibilities, and in their industry, they are recognized for the innovation of their high-performance scaffolding systems. Due to Layher being a global corporation with over 39 divisions, corporate visual branding guidelines are set and our designers must adhere to them. However, our creative team has had the leeway to design the North American website and advertisements within those guidelines, while leading with what we feel is relevant for the North American market. We developed an award-winning website to help customers find the scaffolding solutions they needed. Additionally, we build long-term advertising relationships with industry-related publications throughout the United States and Canada.

In 2021, our marketing initiatives went beyond what any other Layher global division had done. We developed the first-ever Scaffold Builder Community called ScaffoldTALK, where micro-video courses are provided to empower and engage this target audience. In 2022, our evolving strategy will elevate Layher’s Purpose and people within the organization. The new Purpose-led messaging for the website, traditional ad campaigns, and social media will lead to more brand awareness, brand loyalty, and customer engagement.