European Change Communications Award
Buers/Vienna. At the European Change Communications Awards the judges presented Getzner Werkstoffe with an award in the "Branding small" category for its successful brand positioning. This award ceremony of the Internal Branding Academy and the Strategy Communications Institute took place in Vienna at the end of June.
Communications Institute (SCI) from Salzburg have honoured successful branding and corporate design processes as part of the European Change Communications Awards. Nominated alongside such famous names as ÖBB and Volkswagen, Getzner Werkstoffe took second place.
The awards were presented during a gala event in Vienna at the end of June. The jury, which comprised representatives of well-known European companies, recognised Getzner's change process in the "Branding small" category – the category for projects with a budget of less than 50,000 euros. The aim of the brand process was to position Getzner as no longer just a pure manufacturing company, but also as a provider of professional services in the field of vibration protection: "What was important was to establish ourselves as a provider of solutions in the minds of our existing customers, new customers and employees, and also to present ourselves to new applicants as an attractive employer," summarises Guntram Pollak, Head of Corporate Communications at Getzner. The successful implementation of this undertaking is also underlined in the judges' comment: "Without doubt, an above-average project. 'Good vibrations' is certainly a good idea."
Previously Getzner was known in the rail, construction and industry sectors purely as a manufacturer of materials for vibration isolation. "The aim of the brand repositioning was to place greater emphasis on our strengths in the field of consultancy and personal contact. It was important to us to clearly convey the benefits of our products and services to our various target groups," explains Andreas Ganahl, also from Corporate Communications at Getzner. The brand process included all the company's divisions: in addition to the claim "the good vibrations company" – the company's core message – specialist B2B communications agency Weber, Mathis + Freunde also developed a new corporate design for Getzner. In so doing, the Dornbirn-based agency laid the groundwork for the new communications strategy.
"The claim formulates the essence of the brand as Getzner turns 'bad vibrations' into 'good vibrations' with its products and services. The company also sets great store in creating 'good vibrations' in contacts with the stakeholders," sums up Andreas Mathis, the agency's Managing Director. Getzner has summarised the new branding in a three-volume corporate design manual and is implementing it consistently in all internal and external areas: all the communications resources have been updated, employees have received training in relation to the brand, and the company has adopted an active PR policy. "The new presence has helped us raise our profile and position ourselves in important markets. This has also resulted not least in orders for major projects. In addition, we have seen qualitative and quantitative improvements in job applications," says Sabine Oelkers, Head of Human Resources, in stressing the success of the change process.
The IBA and the SCI present the award for change communication in the Branding und Strategy categories – each with the sub-categories small, medium and large. This year there was also a special award for Social Media. 2013 was the fifth time that the judges in Vienna had awarded the "Flying Egg" trophy, known as "Fleggy". The award is aimed at the fields of corporate communications, marketing/branding and human resources.
place: Stadtreinigung Hamburg: "Tonnografie"
place: Getzner Werkstoffe GmbH: Branding/Corporate Design
Alongside its locations in Bürs and in Germany, Getzner Werkstoffe also has sites in Japan, China, India and Jordan. Its tightly-knit distribution network in Europe is complemented by its distribution partners in the USA, South America and the Far East. The company's partners in a total of 35 countries around the world distribute Getzner Werkstoffe products to every location. By reducing noise and vibration, Getzner is making a valuable contribution towards enhancing people's quality of life.