A new internet presence right in time for the company’s 50th anniversary.
A crucial project within SWARCO’s strategic marketing programs has culminated in the relaunch of the website. In August 2017, a team of communication and marketing colleagues from different SWARCO companies started to work in detail on creating a new look of http://www.swarco.com. Richard Neumann, SWARCO AG’s Head of Communication and Marketing, knows the reasons for dealing with this topic, “Our internet presence created ten years ago was no longer up-to-date, both technically and content wise. During the past eighteen months SWARCO has defined a new Corporate Policy and Brand Strategy including a new claim: SWARCO | The Better Way. Every Day. All these aspects have consequences on how we present us via our communication channels, the website being probably the most important one.“
One brand page instead of numerous internet presences
The greatest change, which is a consequence of the group’s brand strategy pushing for the umbrella brand SWARCO, is that there is now only one brand website under www.swarco.com and no more individual company websites. “There is a clear focus on our solution capabilities, however without neglecting the numerous internationally successful SWARCO products in the different market sectors”, adds Neumann. Apart from German and English, the website will be available in a dozen of languages in the near future.
The new site has been developed taking into account a user-friendly content management system, a fresh graphic look and Search Engine Optimisation (SEO) aspects. A lot of progress has also been made in SWARCO’s Employer Branding activities, presenting the company as an attractive employer who is constantly looking for the best heads in the industry.
The new internet presence went live at the beginning of February and comes right in time for SWARCO’s anniversary year. It was 50 years ago in May 1969 when Manfred Swarovski built his first factory in Austria, producing glass beads to make road markings retroreflective and laying the foundations for what is called SWARCO today. Over five decades the group has grown into a global leader in road safety and intelligent traffic management, present in 70 countries, employing 3800 people worldwide and generating revenues of almost 700 million Euros.