Strategic realignment of the core business

What it's about

The 125-year-old family business Spross Gartenbau commissioned us to provide communication support for its strategic realignment. The goal was to combine its proven horticultural expertise with modern landscape design and to communicate, in a comprehensible way, its withdrawal from the price-driven large-construction-site business. In doing so, Spross placed great value on social responsibility towards its employees.

Challenge

The task was to create understanding for the development step internally and externally and to firmly anchor the new direction. At the same time, the topics of sustainability, biodiversity and the focus on private and corporate clients were to be translated into a future-oriented positioning.

Result

After a comprehensive analysis and moderated management workshops, the core values were defined and translated into clear messages. Internal and external communication was coordinated, the management team trained for appearances and media materials were prepared. Employees, clients and partners showed great understanding for the transformation process and saw it as a logical development step. The new positioning led to a noticeable strengthening of the brand and to active participation by the workforce.