From Fragmentation to Unity: Transforming an Enterprise’s Global Marketing Strategy

Cooper Turner Beck Group (CTB) is a globally recognised supplier of safety critical fastener solutions for multiple sectors, but predominantly renewable wind energy. 

They are known for their commitment to quality, end-to-end capabilities and have a reputation as industry-leaders in service delivery. 

However, the company faced several critical marketing challenges that prevented it from fully capitalising on its strengths. These included the absence of a unified vision and mission, a fragmented online presence leading to inconsistent customer experiences, and no standardised marketing processes. CTB also lacked a recognisable spokesperson and proactive communication strategy, which weakened its ability to effectively convey its value to both external and internal audiences.

We developed a comprehensive 100-page strategy document, outlining our rationale and diving deep into our recommended actions, timeline and KPIs.

The CTB-approved strategy confirmed the marketing actions we would take to elevate the group’s communications:

• Developing a Unified Brand Strategy: We proposed the creation of a cohesive group vision, aligning the sub-brands (Cooper & Turner, Beck Prosper, and Beck Industries) into distinct, sector-specific divisions under the CTB Group umbrella. 
• Restructuring the Online Presence: We recommended creating a group website that consolidates the business units under sector specialisations, making it easier for customers to navigate and engage with the brand. Each business unit would maintain its own identity while being aligned within the larger CTB brand.
• Refining Marketing Processes: We agreed to implement unified marketing systems, sharing insights and harmonising communication across all units.

Sustainability Messaging: Based on customer survey feedback, we highlighted sustainability as a core pillar of CTB’s brand, emphasising its importance in future marketing communications. We immediately got to work on the group’s first ESG Report campaign, including creating a webinar event for the report launch.