Case Study - Operational Group
Multi-Lingual Marketing - Overseeing website development in different languages along with a global strategy
Brief, Action and Conclusions
When we started working with Operational they had a UK website which was due for redevelopment, but not much else and they needed a way to bring their other offices around the world into the fold. Once we helped them get the UK side of their business onto a firm footing the attention then focused on how to integrate the rest of the business and develop themselves into the global brand that they needed to convey to potential clients.
It was decided early on that if there were to be individual 'own language' websites for each of their offices around the world, then there should also be a central group website, which would not only link out to the individual sites but also ensure a core message and branding was being maintained.
The Operational Group now has several websites in core local languages and The OMS helps to co-ordinate the marketing to ensure a central message is rolled out across the entire group, whilst each offices retains its own local identity.
Core Marketing Strategy
Group Website with links to individual sites
Central message with consistent branding
E-Shot marketing campaigns in several languages
News sections tailored to each country
Targeted Linkedin content submissions
"Marketing across several languages is not a difficult as it might first appear, as long as the whole group is on board.
The key thing is to ensure nothing is lost in translation within the core marketing message, so consultation with each global office really is key.
If everyone is working towards a central goal then the overall marketing ends up being very familiar."
(The OMS) has helped manage the transition from a small UK digital presence to a network of websites which promote the global brand, with a multitude of ‘own-language’ websites covering The Netherlands, Germany, France, Italy, Spain and Australia.
The Online Marketing Store...has always understood the complexities of bringing the marketing strategies of such a large global business together into a coherent plan.
Alison Wilson, Sales & Marketing, Operational Group