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Preparing the way for going global

The quick take

Operating in a saturated Scandinavian market, Schilling’s growth depended on expanding internationally. Yet outside the region the brand had limited recognition and was perceived as an IT supplier. To support its growth, Schilling needed a clear global brand platform to reposition it as a strategic business solutions partner and strengthen its relevance with new international audiences.

About Schilling Publishing

Schilling is the Nordic region’s leading provider of specialised software solutions for publishers. The business helps publishers of audio, digital, and print content organise, shape, and streamline every step of the publishing workflow so that the customer’s business works faster and more efficiently to harvest greater profits.

Scope

  • Brand platform, concept and positioning
  • Complete brand identity, from logo to online and offline guidelines
  • Website, brochure and whitepaper
  • Direct mail campaign
  • Infographics and video

Case video

Challenge
Having achieved strong success in Scandinavia, Schilling’s future growth depended on expanding into new international markets. Yet outside the region the brand lacked recognition and was still perceived primarily as a traditional IT supplier. To support its ambitious five-year strategy, Schilling engaged CBC as a strategic partner to help redefine its market positioning – evolving the brand into a credible global platform and repositioning the company as a trusted business solutions partner for the publishing industry.
Solution
Working closely with Schilling’s leadership team, CBC translated the company’s growth ambitions into a focused brand and demand-generation strategy. We developed a communications platform that repositioned Schilling as a strategic partner to the publishing industry, built around the central role of words in its business. The platform guided targeted engagement with key sectors and priority prospects through integrated campaigns, thought leadership and a new website – creating a coherent digital and sales ecosystem designed to strengthen market credibility and support international growth.
Challenge Solution
Having achieved strong success in Scandinavia, Schilling’s future growth depended on expanding into new international markets. Yet outside the region the brand lacked recognition and was still perceived primarily as a traditional IT supplier. To support its ambitious five-year strategy, Schilling engaged CBC as a strategic partner to help redefine its market positioning – evolving the brand into a credible global platform and repositioning the company as a trusted business solutions partner for the publishing industry.
Working closely with Schilling’s leadership team, CBC translated the company’s growth ambitions into a focused brand and demand-generation strategy. We developed a communications platform that repositioned Schilling as a strategic partner to the publishing industry, built around the central role of words in its business. The platform guided targeted engagement with key sectors and priority prospects through integrated campaigns, thought leadership and a new website – creating a coherent digital and sales ecosystem designed to strengthen market credibility and support international growth.

Impact

The work established a coherent global platform that aligns Schilling’s brand, messaging and customer engagement around its role as a strategic publishing solutions partner. With a stronger narrative and a unified digital presence, the company now communicates its value with greater clarity and authority across markets. The platform also equips Schilling’s commercial teams with a consistent set of tools and assets – supporting more effective conversations with international prospects and reinforcing the brand’s credibility worldwide.

A new website was the centre point of the new brand strategy and identity, acting as both an information resource and a landing point for all lead generation activities.

A video was created that showcased the new brand and messaging, which was featured and promoted across multiple platforms.

Created complete brand identity, from logo to online and offline guidelines.

Schilling Publishing | A series of targeted teaser mailers was created to build interest and awareness of the Schilling brand | CBC
Schilling Publishing | A series of targeted teaser mailers was created to build interest and awareness of the Schilling brand | CBC

A series of targeted teaser mailers was created to build interest and awareness of the Schilling brand.

Schilling Publishing | For a publishing business, the corporate profile brochure had to live up to its own high standards for quality of communication | CBC
Schilling Publishing | For a publishing business, the corporate profile brochure had to live up to its own high standards for quality of communication | CBC

For a publishing business, the corporate profile brochure had to live up to its own high standards for quality of communication.

Schilling Publishing | A series of white papers that addressed key customer challenges as part of a lead generation campaign | CBC
Schilling Publishing | A series of white papers that addressed key customer challenges as part of a lead generation campaign | CBC

A series of white papers that addressed key customer challenges as part of a lead generation campaign.

“We needed a creative platform to help us strengthen the Schilling brand – one that would speak directly to the interests of publishers in new markets. We also needed a well-thought-out strategy for a top-down and bottom-up direct-mail campaign to reach our 50 most promising prospects. CBC delivered on both counts.”
Anja Beltoft,
COO/Marketing Manager
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