CASE STUDY
Marketing
excellence for
The Smart
Factory
Aligning marketing strategy with business opportunity
Believers made here
The Smart Factory @ Wichita isn't some theoretical, maybe-we-can-do-this-someday prototype. It's the living embodiment of the smart manufacturing experience, and it was designed to help transform digital production and supply networks today. The guiding message, Believers Made Here, promises that once you see what's going on behind the curtain at The Smart Factory @ Wichita, you'll become a true believer in the factory of the future.
Challenge
Smart factories sound great. But what can they really do?
Manufacturers are naturally skeptical. They wonder if smart manufacturing capabilities can really do everything people say. How much is hype, how much is possible, how much will it cost, and how quickly can ROI be proven?
Deloitte's answer was The Smart Factory @ Wichita. By collaborating with a mix of global innovators, Deloitte's team designed, built, and delivered this state-of-the art, immersive smart manufacturing experience—because we knew that once clients experienced smart manufacturing capabilities firsthand, they'd become true believers. Now all we had to do was get them there.
Discovery
Manufacturing our strategy
To bring The Smart Factory @ Wichita's story to life, we mixed the talents and viewpoints of business leaders and Deloitte's Marketing Excellence strategists to unearth, identify, and establish strategic priorities.
- By defining marketplace, competitor, and buyer business goals, we aligned our marketing strategy with the business opportunity.
- We determined where we could play and win while being authentic, relevant, and unique.
- USI Strategy Center of Excellence performed, with a US-specific lens, external research across service offerings, messaging, and eminence for our competitors in the "smart factory" offering space.
Solution
Transforming doubters into disciples
To build excitement about The Smart Factory @ Wichita and establish credibility with manufacturers, we started by defining a compelling platform for the experience: Believers Made Here. This message declares that experiencing The Smart Factory @ Wichita will make confident believers out of everyone—from those just starting on their smart manufacturing journey to those needing guidance on what's next. We then boosted internal brand eminence around The Smart Factory by redefining internal communications and creating more opportunities for practitioners to amplify the message.
To build awareness, we created an integrated, cross-channel launch plan; a unique digital presence; a three-day experiential Opening Summit; and a host of other materials to support outreach to clients and partners.
Video
The Smart Factory @ Wichita is here—and it's the living embodiment of manufacturing excellence.
Digital
A digital presence designed to unite
human purpose with smart technology.
Social
Enthusiasm that's contagious... spreading
the word on social.
Impact
15
event activations across
20 ecosystem partners
35K
views for our campaign videos
5K
Factory visitors
expected in the
first 12 months
100+
External media placements
1K+
Smart Rovers donated to
middle school students
across five states
30M+
Media impressions