With over 80 employees and around 25,000 custom-made doors per year, KOCH TÜREN is not only one of the leading manufacturers in the industry but also an important economic factor and employer in Tyrol. Due to the partner strategy with carpenters in sales, this 'hidden champion' had invested little in independent communication up until 2022 and did not live up to its role as a 'hidden champion' in public perception.

The clear wish of management was to address this deficit to provide partners with more and better information, to gain more recognition in the end consumer market, and to strengthen the position as a leading employer in the region.

The particular sales situation with the long-established and well-oiled partner network and the deliberate positioning of KOCH TÜREN as a supplier required a sensitive re-positioning that on the one hand did not counteract the existing partnerships while allowing independent and confident communication in the overall market (B2B and B2C).

It was important that the sales logic with resellers (carpenteries) was not changed, only the communication.

The human being is always at the center of BREITETIEFE brand work. Addressing them and matching their needs are essential features. Therefore, we develop personas concepts – semi-fictional avatars of our target groups – to be able to emotionally and empathetically empathize with them and reach them in a targeted and need-oriented manner.

For developing the communication strategy, we focused on the following personas and brought their individual needs into awareness:

It became clear that the personas differ in many areas - such as in interest in information, information acquisition, and tonality – and thus require a differentiated communication strategy that meets the different needs of the personas while conveying a unified brand message.

To address this circumstance and also to incorporate the considerations for repositioning as an employer, four impact areas of the KOCH TÜREN brand were defined within the framework of the guiding idea:

1. Wood, love, and knowledge - for tradition, experience, and competence as manufacturers of wooden doors.
2. We capture trends - for innovation and market understanding.
3. We think and act regionally - for the regional roots and importance of the brand.
4. We put people at the center - for the clear commitment to the needs and expectations of end consumers on one hand and responsible and sustainable handling of employees on the other.
   

Based on the personas and the areas of impact, the various aspects of the KOCH mission statement were developed, which include the KOCH values, the manner of cooperation, the KOCH mission, and the KOCH vision.

As a result, numerous communication measures were implemented from the mission statement with regard to the different personas to improve the market positioning of KOCH TÜREN and as an employer.

These include measures for internal communication of the mission statement through diagrams and workshops for executives, the development of sales materials for partners and B2B customers, as well as the implementation of social media activities for direct engagement with end consumers.