Client

Layher North America

Layher is the world’s leading manufacturer and supplier of advanced scaffolding systems and accessories. Layher Worldwide – recognized globally for stability, performance, quality, and safety in modular scaffolding systems. Headquartered in Germany, Layher serves a broad spectrum of industries across the globe with a presence in 38 industrial countries.

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

Client

Layher North America

Layher is the world’s leading manufacturer and supplier of advanced scaffolding systems and accessories. Layher Worldwide – recognized globally for stability, performance, quality, and safety in modular scaffolding systems. Headquartered in Germany, Layher serves a broad spectrum of industries across the globe with a presence in 38 industrial countries.

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

Layher Case Study
Layher CS Magazine

Challenge

When we were awarded this client account in 2006, Layher was looking to expand business throughout North America, especially in the United States and Canada. As a well-respected brand in Europe, known for their high-quality German engineering, we were tasked with positioning Layher NA as the prime producer of scaffolding solutions on the continent. Their website was not functional on mobile or tablets; it had an outdated design and failed to rank high on search results pages due to not having search engine optimization (SEO) on their website. They needed to develop traditional advertisements and campaigns and awarded our team with handling all of their advertising, media, website, SEO, and marketing needs. Our creative team became self-sufficient so that their C-suite executive previously managing their marketing needs could do the work he needed to do for the company with the confidence of knowing that it was all being taken care of by TruBrand.

Challenge

When we were awarded this client account in 2006, Layher was looking to expand business throughout North America, especially in the United States and Canada. As a well-respected brand in Europe, known for their high-quality German engineering, we were tasked with positioning Layher NA as the prime producer of scaffolding solutions on the continent. Their website was not functional on mobile or tablets; it had an outdated design and failed to rank high on search results pages due to not having search engine optimization (SEO) on their website. They needed to develop traditional advertisements and campaigns and awarded our team with handling all of their advertising, media, website, SEO, and marketing needs. Our creative team became self-sufficient so that their C-suite executive previously managing their marketing needs could do the work he needed to do for the company with the confidence of knowing that it was all being taken care of by TruBrand.

Layher CS Magazine
Layher
Layher Ads
Layher Ads
Layher People

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.

Corporate Website

BUILDING AN ENGAGED SCAFFOLD BUILDER COMMUNITY

Creating Layher Brand Advocates

Community Site

CREATING ADVOCATES THROUGH
ENGAGEMENT AND KNOWLEDGE EMPOWERMENT

Video Micro Courses

VIDEO
MICRO
COURSES

VIDEO MICRO COURSES

Video Micro Courses

LEARNING
QUIZES
& LAYHER
SWAG

Learning

LEARNING, QUIZES & LAYHER SWAG

Learning
Layher

Results

The results are ongoing starting back in 2006, and within a year of the new website launch, over 100,000 people had visited the site, almost 60% of them coming through organic search. The North American website ranked higher than all 38 other branches of Layher, including the home branch in Germany. Being mobile-responsive and more user-friendly, the website drew in 38% more visitors and reduced bounce rate. We made the Layher NA website the most visited site of any Layher regional branch and placed it at the top of search results for the most relevant search terms through SEO and SEM. With digital and print ads, Layher has expanded its North American operations opening several new locations in recent years. With the new scaffold building community, which launched Q4 2021, and our new purpose-driven campaign set to launch in Q2 2022, we can’t wait to get back to this case study page with further market share gains and impressive statistics.

Results

The results are ongoing starting back in 2006, and within a year of the new website launch, over 100,000 people had visited the site, almost 60% of them coming through organic search. The North American website ranked higher than all 38 other branches of Layher, including the home branch in Germany. Being mobile-responsive and more user-friendly, the website drew in 38% more visitors and reduced bounce rate. We made the Layher NA website the most visited site of any Layher regional branch and placed it at the top of search results for the most relevant search terms through SEO and SEM. With digital and print ads, Layher has expanded its North American operations opening several new locations in recent years. With the new scaffold building community, which launched Q4 2021, and our new purpose-driven campaign set to launch in Q2 2022, we can’t wait to get back to this case study page with further market share gains and impressive statistics.

Layher