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Case Study

Layher North America

Layher is a globally recognized leader in manufacturing and supplying advanced scaffolding systems and accessories. Known for its commitment to stability, performance, quality, and safety, Layher has established a significant presence in over 38 countries. With its headquarters in Germany, Layher serves a broad range of industries worldwide.

Layher North America (Layher NA) is the North American branch serving the Layher USA and Layher Canada.

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Client: Layher North America
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Client

Layher North America

Layher is the world’s leading manufacturer and supplier of superior, advanced scaffolding systems and accessories. With its global recognition for stability, performance, quality, and safety in modular scaffolding systems, Layher Worldwide has left an indelible mark on the industry. Headquartered in Germany, Layher extends its services to a diverse range of industries across 38 industrial countries.

Layher NA is the North American branch of Layher for the United States and Canada.

Client: Layher North America

Challenge

In 2006, Layher set its sights on expanding its presence in North America. Despite being a dominant force in Europe, the company faced significant hurdles in establishing itself as the premier scaffolding provider in the U.S. and Canada.

Key Challenges:

  • Outdated Digital Presence: Layher’s website lacked functionality, mobile responsiveness, and a modern user experience, limiting engagement with a growing digital audience.
  • Limited Brand Awareness: Despite its industry leadership in Europe, Layher struggled to establish strong recognition in the competitive North American market.
  • SEO Deficiency: Without a robust SEO strategy, the company ranked poorly on search engine results pages (SERPs), reducing visibility and organic traffic.
  • Fragmented Advertising Strategy: A lack of a targeted marketing approach made it difficult to effectively reach large construction firms and independent scaffold builders.
  • Messaging Alignment: Layher recognized that its European brand messaging and advertising approach did not fully resonate with the North American audience and needed refinement to ensure clarity, relevance, and market impact.

To address these challenges, Layher partnered with TruBrand Marketing to implement a comprehensive strategy. Over 17 years, we transformed their online presence, optimized their SEO, and launched strategic advertising initiatives across the U.S. and Canada, positioning Layher as a leading scaffolding provider in North America.

Layher CS Magazine

Our Solutions and Impact

Website Design & Development
Elevating Digital Engagement

Objective: Build a modern, user-friendly website that showcases Layher’s innovative products while aligning with its “More Possibilities” brand promise.

What We Delivered:

  • Discovery Session with Sales Representative Focus Groups: Gained insights into the main reasons customers choose Layher to create true customer-driven benefits.
  • Amplified Brand Messaging: Expanded corporate messaging to highlight customer benefits that resonate with the U.S. and Canadian audience.
  • Improved User Engagement: Enhanced site functionality and design to create a more engaging and intuitive experience.
  • Complete Website Redesign: Delivered a modern website with improved navigation and seamless functionality across mobile and desktop devices.
  • Robust SEO Strategy: Implemented targeted SEO efforts to improve search engine rankings and drive organic traffic.
  • Dynamic Content Creation: Developed detailed product pages, industry case studies, and an educational blog to provide valuable insights and strengthen brand authority.

Results:

Increase in website traffic (first year)

67%

Increase in audience engagement

78%

Improvement in lead generation

82%

Color & Material

Strengthening Brand Identity

Enhance Layher’s brand image while ensuring consistency with global corporate branding guidelines, maintaining the established color palette to align with Layher’s worldwide presence.

What We Delivered:

  • Brand Management Within Corporate Guidelines: Ensured all design elements adhered to Layher’s global branding standards, preserving consistency across regions.
  • Refined Color Application: Worked within the existing color palette to reinforce trust, stability, and innovation while optimizing its impact for the North American market.
  • Consistent Brand Implementation: Applied cohesive design elements across digital and print materials to maintain a strong, unified brand experience.
Charcoal

#3e495f

Sky Blue

#009de0

Gray

#b5b5b5

Results:
Enhanced brand recognition and a strengthened market position as the leading premium scaffolding provider in North America.

Layher Colors and Material

Elevating Layher’s Digital Presence

Our Solutions and Impact

Comprehensive Advertising Campaigns

Elevating Excellence Through Advertising

Objective:
Establish Layher North America as the premier scaffolding solution provider by crafting ad campaigns that address customer pain points while reinforcing Layher’s position as the industry’s top-tier manufacturer.

What We Delivered:

  • Engaging, Customer-Focused Messaging: Developed compelling ad content that speaks directly to industry challenges while showcasing Layher’s unmatched quality and innovation.
  • Strategic Industry Partnerships: Secured placements in leading industry publications for maximum print and digital exposure.
  • Targeted Digital Campaigns: Executed high-impact ad strategies across Google Ads, LinkedIn, and display networks to reach key decision-makers.
  • Brand-Aligned Creative Execution: Designed visually compelling ads that maintain Layher’s global brand identity while resonating with North American audiences.

Results:

Increased Layher’s visibility across industry-specific platforms, reinforcing its reputation as the premier scaffolding provider in North America.

Layher North America
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Comprehensive Advertising Campaigns

Video Production

Showcasing Strength, Quality, and Reliable Delivery

Objective: Create a dynamic video that showcases Layher’s unmatched scaffolding quality, extensive distribution network, and commitment to quick, on-time delivery—reinforcing its ability to meet project demands efficiently.

What We Delivered:

  • Engaging Video Production: Developed a 40-second video featuring high-impact visuals and music to capture Layher’s quality, scale, and reliability.
  • Aerial & Operational Footage: Utilized drone shots and on-site filming to highlight Layher’s manufacturing excellence and expansive distribution network.
  • Multi-Purpose Content: Optimized the video for use across social media and as a 19-second homepage header for immediate audience engagement.

Results:

  • Increased brand visibility and engagement.
  • Boosted website traffic from social media.
  • Reinforced Layher’s position as an industry innovator.
Play VideoVideo Production - Layher North AmericaPlay Video
Expansion Social Media Campaign

Expanding Reach Through
Social Media

Objective: Drive awareness of Layher’s North American expansion, build brand recognition, and engage a broader audience through targeted, interactive social media campaigns.

What We Delivered:

  • Engaging Content: Showcased key projects, regional growth updates, and Layher’s impact across North America.
  • Compelling Visual Assets: Designed high-quality graphics, videos, and messaging to highlight new product launches, industry conventions, and Layher’s North American brand positioning.
  • Targeted LinkedIn Campaigns: Developed visually striking graphics and tailored messaging to connect with key industry professionals and decision-makers.
  • Interactive Engagement: Created content encouraging audience interaction with strong call-to-actions, increasing brand visibility and engagement.

Layher: Building the Future in Scaffolding Innovation

Showcasing Layher’s groundbreaking scaffolding systems through stunning imagery, elevating brand identity on a global scale.

Original Photography

Elevating Layher’s Global Brand Identity

Objective: Capture Layher’s innovative scaffolding solutions in action to strengthen its global brand presence, showcase real-world applications, and highlight its industry leadership through compelling visual storytelling.

What We Delivered:

  • Job-site Photography: Captured real-world applications of Layher’s scaffolding at a prominent Dallas site, showcasing its Protect System scaffold system.
  • Visual Storytelling: Produced images highlighting Layher’s commitment to quality and innovation, effectively conveying its industry leadership.
  • Global Calendar Feature: A key image was chosen for Layher’s 2025 global calendar, boosting international visibility.

Results:

  • Stronger Brand Identity: Enhanced Layher’s global brand recognition and positioned it as an industry leader.
  • Enhanced Marketing Assets: Provided powerful visuals for marketing collateral, boosting engagement and credibility.
  • Client Relationship Building: Strengthened loyalty with partner clients by highlighting their projects and demonstrating Layher’s role in their success.
  • Global Exposure: Featured image in the 2025 calendar increased Layher’s recognition worldwide.
 
 
 
 
 
 
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BUILDING AN ENGAGED SCAFFOLD BUILDER COMMUNITY

Creating Layher Brand Advocates

ScaffoldTALK

ScaffoldTALK
Building a Thriving Community

Challenge:

Layher North America aimed to connect directly with scaffold builders, empowering them with knowledge, resources, and strategies to elevate their business success while reinforcing its brand promise of More Possibilities. The goal was to enhance skills, foster industry growth, and build long-term brand loyalty.

Solution:

We created ScaffoldTALK, the first-ever online community for scaffold builders, offering:

  • Micro-video training on industry best practices and safety
  • Interactive quizzes & certifications to reinforce learning
  • Exclusive rewards & Layher-branded swag for engagement
  • Community networking & expert mentorship

What We Delivered:

  • Brand Identity & Visual Design – Logo, messaging, and community branding
  • Exclusive Membership Website – Mobile-optimized for seamless access
  • Engaging Micro-Learning Hub – Short, high-impact video lessons
  • Gamified Learning Experience – Fun quizzes, certifications, and prizes
  • Automated Growth & Retention Strategy – Email campaigns and ongoing community management

Results:

Upon launch, the ScaffoldTALK outreach was successful, with the first cohort of participants actively engaging in the program. Our intended results were demonstrated:

  • Empowered Scaffold Builders: Participants gained valuable insights, resources, and strategies to enhance their skills and business success.
  • Stronger Industry Connections: Layher reinforced its position as a trusted partner, fostering long-term relationships within the scaffolding community.

As we continue rolling out new training micro-videos, live webinars, and interactive initiatives, ScaffoldTALK is evolving into the industry’s go-to community—bringing professionals closer together and driving collective growth.

CREATING ADVOCATES THROUGH
ENGAGEMENT AND KNOWLEDGE EMPOWERMENT

VIDEO MICRO COURSES

Video Micro Courses

LEARNING QUIZES & LAYHER SWAG

Learning
Strengthened Layher

Results

Since the launch of Layher North America’s new website in 2006, it attracted over 100,000 visitors in its first year, with nearly 60% of traffic coming from organic search. Over time, the North American site has consistently ranked higher than all 38 other Layher branches, including its headquarters in Germany. To further refine brand messaging and strengthen market positioning, we have continuously tailored marketing efforts to resonate with the North American audience.

In 2022, we relaunched a newly developed website for the North American division, followed by the 2024 launch of Layher Canada’s bilingual website, designed with English as the primary language and Canadian French as the secondary.

Through close collaboration with Layher’s sales team and the strategic implementation of TruBrand Marketing initiatives, the results have been outstanding:

  • Revenue has doubled twice in the past five years.
  • National expansion, including new sales offices and yard locations, has strengthened Layher’s presence across the U.S. and Canada.
  • In 2023, Layher expanded its workforce from 49 to 70 employees, added three new branches in the U.S. and Canada, and secured multiple high-profile industrial accounts.
  • All major industrial customers have experienced growth, further solidifying Layher’s role as the industry’s leading scaffolding provider.

Layher North America’s leadership is thrilled with these outcomes and has committed to an even more ambitious goal: doubling revenue again within the next five years. This continued partnership underscores the trust Layher places in our branding and marketing strategies, and we remain dedicated to driving exceptional growth.

As we move forward, our collaboration will be instrumental in surpassing this new revenue target, ensuring Layher North America’s sustained success and industry leadership.

Results

67%

Increase in website traffic (first year)

78%

Increase in audience engagement

82%

Improvement in lead generation

Client Testimonial

“When we decided to expand our presence in North America, we knew we needed a partner who could help us position our brand as the continent’s foremost provider of scaffolding solutions. TruBrand Marketing exceeded our expectations. They worked tirelessly to revamp our website, optimize our SEO, and develop a comprehensive marketing strategy that helped us reach a wider audience and generate more leads. As a result of their efforts, we have successfully doubled our revenue in the past three years and are now on track to double it again within the next five years. TruBrand Marketing is a trusted partner and a key contributor to our success.”

Stefan Poetsch, COO – Layher North America