Forbo Flooring Systems became a client of CIB in 2009, when it required brand positioning and a coherent PR plan to support its acquisition of Bonar Floors. Traditionally known for manufacturing Marmoleum – Forbo’s brand for linoleum, the PR team had to re-position Forbo in the market place as an integrated flooring supplier: resilient, carpet, hybrid and entrance flooring, and in doing so effectively balance a number of respected Bonar and Forbo brands.
Over the six years CIB has become embedded in Forbo’s marketing department, establishing a very valuable working relationship. This is hugely beneficial in helping to align and adapt PR activity accordingly with both market trends and the company’s strategy.
Targeting a broad range of press: specifiers, interior design, flooring contractors, facility managers, as well as segment specific end users healthcare, education and retail, CIB has successfully delivered a strong PR campaign with impressive stand-out achievements.
Working alongside this PR plan, the CIB creative department developed the ‘Your thoughts, our knowhow’ creative platform as a fully integrated campaign that not only positions Forbo as a solutions provider, but that was flexible enough to deliver the general integration message, along with product specific and sector specific objectives.
“We have enjoyed a close working relationship with CIB over the years, during which time they have consistently delivered in all areas of PR, helping us to reach our overall commercial business objectives. We benefit immensely from their knowledge of the industry and their ability to adapt our PR activity where necessary to align with and reflect the company’s strategy.”
Julie Dempster Marketing Manager at Forbo Flooring Systems