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Remmers: a communication handbook that helps the team and partners address architects consistently

Opening up a new target group is a strategic decision. But it still has to arrive in everyday work. After the »Day One« workshop at Remmers, the task was to translate the focus on architects into the daily work of marketing, sales and partners.

Client
Remmers
Period
April to July 2025
Service areas
Strategy Training
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Cover and chapters of the communication handbook for Remmers: content pillars, editorial guidelines and imagery for addressing architects and specialist engineering consultants.

The challenge

The strategic guard rails were in place, but there was no tangible basis for everyday work. Three questions were still unanswered:

  • Consistency: how can everyone, from marketing and sales to external partners, implement the new strategy with one voice?
  • Enablement: how can the team create content on its own that convinces architects and is useful to them?
  • Efficiency: how do you build a reliable knowledge base that makes onboarding easier and complements the existing CI manual in everyday work?

What we did

For this, we developed a communication handbook tailored to Remmers. It is a tool for day-to-day work and guides the team to put things into practice independently.

  1. Content pillars & use cases: we defined the storylines that are relevant to architects. Use cases show how abstract topics turn into concrete content for different channels.
  2. Editorial master & text modules: a master document with ready-made text modules makes day-to-day work easier and helps phrase the core messages consistently.
  3. Imagery & mood boards: four mood boards set out a shared visual language that matches the target group’s aesthetic standards.
Several pages of the Remmers communication handbook on a blue background, including the table of contents, imagery and sample text modules
From strategy to tool: the communication handbook brings together content pillars, text modules and visual guidelines for addressing architects consistently.

»The communication handbook is a great kick-start for the team when it comes to addressing the target group. The content pillars work well as a basis for many further communication activities that can be implemented in the future. It’s good that it can be used to brief both internal and external partners.«

Kathrin Jacobi Project Manager, Target Group Marketing, Remmers

The outcome

The handbook adds the approach to architects to the existing corporate identity guidelines. It gives the team tools to create content for the target group itself, and a shared direction for the next actions. It can also be used to onboard new employees and brief external agencies.

Seminar room at Remmers with rows of tables and two screens on which hej.build welcomes the Remmers team to the »Day One« workshop
Kick-off for the new strategy: the »Day One« workshop with the Remmers team laid the strategic foundations.

About Remmers

Remmers is one of Europe’s leading providers of construction chemicals. Under the motto »Vom Keller bis zum Dach« (from basement to roof), the long-established family-owned company offers a comprehensive portfolio of product systems, from structural waterproofing and floor protection to wood paints and varnishes. As an established partner for the trades, design practices and industry, Remmers stands for product quality and system expertise.

Our services

  • Target group analysis
  • Communication strategy
  • Brand positioning
  • Handbook concept
  • Editing & copy development

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