Overview
Won a competitive tender and delivered inbound marketing strategy workshops for NSB, Norway's national train operator, translating customer-segment research into a real campaign concept.
Who This Is For
Transport operators and consumer service organisations with distinct customer segments across many channels. This case is most useful if:
- you serve very different segments, such as leisure travellers and daily commuters
- website, apps, customer service and ticket sales are run separately
- you want an inbound marketing capability, not one-off campaigns
- workshops need to end in something concrete
The Challenge
NSB, Norway's national rail operator, needed a systematic inbound marketing capability around customer segments such as holiday travellers and working commuters.
It had to span every channel: the website, customer service, apps and ticket sales.
Our Approach
Making Waves won NSB's "Kundesporet" tender in 2012, with the team now behind ECM.DEV named Manager, Content Services on the delivery team.
- Three inbound marketing workshops: run with NSB in late 2013, covering the website, customer service, apps, ticket machines and sales desks.
- From workshop to campaign: the workshop output turned into a real campaign concept, "Min Strekning" ("My Route").
- Presentation: the concept presented back to NSB in January 2014.
Impact
From discussion to a campaign concept. NSB moved from workshop discussion to an actual campaign-page concept grounded in real customer segments.
Earned in a competitive tender. The work followed a tender win rather than an unconfirmed pitch.
Workshops often end with sticky notes and good intentions. Ending with a campaign concept is what makes the segments real.
Delivered as Manager, Content Services on NSB's delivery team at Making Waves (later NoA Ignite), following a competitive tender win. Any public information referenced here is used for identification and does not imply endorsement.
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