Our work

MWS: A strategy for success, boosting business impact for a global marketing function

The brand:
Mobile Water Solutions

Our services:
Strategy, Creative

Understanding the client.

A global giant sitting within a complex group structure, Mobile Water Solutions specialises in adaptable mobile water and wastewater treatment solutions. The business combined a wealth of sector experience and a market-leading portfolio of solutions to serve evolving industrial markets but faced increasing competition from emerging brands.

Mobile Water Solutions was clear in its commercial objectives but following its acquisition by NSI (Nijhuis Saur Industries), the industrial arm of Saur Group, the brand was left with inevitable challenges around culture, identity and strategy. This was compounded by the competitive landscape.

In particular, as the business had grown quickly under its new ownership, an under-resourced marketing function was viewed more as a tactical than strategic function, unable to make the impact it needed across the breadth of the global organisation. This started with a lack of clarity over the Mobile Water Solutions brand itself, resulting in significant opportunities being missed at brand and marketing level.

Mobile Water Solutions turned to CWA to help provide clear direction, develop a cohesive strategy and ultimately support the marketing function to boost its business impact.

The process.

We knew that meeting the challenges would only be possible by developing tailored solutions based on comprehensive research and insights. Applying all of our expertise in developing strategies for B2B businesses, we set about a detailed process of market analysis and a business audit, engaging with internal and external stakeholders at length, exploring external identity, internal communications and employee satisfaction benchmarks.  

Using those insights, we developed a brand and marketing strategy encompassing value proposition, brand narrative, vision, mission, values and a communications messaging framework. This provided the necessary direction to the business and its marketing function on who they should be speaking to (audience segmentation and profiling), how to speak to them (messaging framework) and through which channels – positioning the business effectively within its competitive and rapidly evolving markets.

Creative brand concepts followed with innovative design elements, pushing the boundaries of internal guidelines whilst still being respectful of existing frameworks.

Collaborating to meet objectives

The scope of research, taking into account business and sector challenges, ensured that our contribution went well beyond tactical marketing support. Working as an extension of the marketing function, we provided additional expertise and the clear direction needed to support the marketing team in raising its own value and impact across the business.  

This would not have been possible without strong collaboration at every level of the business. Vital buy-in from senior management and input from site teams allowed us to ask the right questions. Together with extensive desk research that included engagement with industry decision makers, this allowed our specialist team to get a true picture of how the brand is viewed both internally and externally.

The results.

With the strategy agreed, we moved onto detailed campaign planning in line with our recommendations. Once again, our value was demonstrated through clarity and alignment with the research findings, as we identified key content themes/pillars to support the new positioning and engage with target customers.

The CWA team have since developed and implemented a range of marketing activations including campaign creatives and performance marketing across Google PMAX and LinkedIn. To ensure integrated and optimised activity, we are also supporting with website hosting and technical maintenance, as well as driving UX enhancements across the Mobile Waters Solutions site.

This integrated approach ensures maximum value, applying our experience in delivering omni-channel campaigns that deliver results, based on true insights and detailed strategy.

Testimonials

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  • CWA’s strategic expertise has been invaluable, and their contribution immeasurable. They tackle every brief with a strategic mindset, thorough research and a clear process, asking consistently insightful questions to cut through the complexities of our business and address challenges with confidence.

    The brand and marketing strategy they developed for us brought real clarity and direction to the whole of our business, not just to the marketing team, and it’s clear to see the value they have delivered. If that wasn’t enough, they are also quick to jump on a call with advice, and they always make us feel like we are a priority.

    Rina Hauroo

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