Building brands

In line with our ROTO Strategy House, the Business Units are moving towards a brand and service oriented marketing approach to emphasise what our brands stand for and what added value they offer. Rotocoat has registered the Zinculair® and Centrizink® brands, which will be used in conjunction with its C2C certification and its new brand strategy.

ROTO launched its new corporate identity and website at the end of 2022. Rotocoat and Staco will follow in the first half of 2023, De Boer Staal a little later.

Marketing and communication

Given the importance of communication and our strategic goal of building brands, we have invested in our organisation by increasing our marketing capabilities. Externally, we have focused on the use of social media such as LinkedIn, sharing current posts faster and more regularly, inviting recipients to engage in conversations with us through a different channel. A major topic on the agenda of the HRM Community is the implementation of an interactive communication platform as an enhancement of the narrowcasting systems used by De Boer Staal, Rotocoat, Rezinal and Staco.

Staco is working with a content calendar for social media and website posts. It also focuses on the launch of the new ‘Create and Inspire’ brand story, the new brand book and content creation for the new website. In addition to these marketing topics, Staco is working on expanding online lead generation to engage even more proactively with customers and prospects. To launch the new brand story and brand book among Staco Family members, townhall meetings have been organised during which the new brand story was supported by an innovative game.