Our detailed plan for Maquinser 2026 digital impact marketing

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Campaign Overview

Content will be created across three flagship locations—Bilbao, Porto, and Barcelona—each offering a unique backdrop to tell the Maquinser story. Alongside this, we will leverage the BIEMH trade show as a key moment in the calendar, capturing dynamic content that showcases people, products, and, where possible, authentic customer testimonials.

All content produced across these four locations will be tightly aligned with the core messages Maquinser wants to amplify throughout 2026. To maximise reach and flexibility, every piece will be delivered in two languages—English and Spanish—and in two distinct formats. The first will be MTDCNC-branded content, distributed to our global audience. The second will be white-label content, free from MTDCNC branding and fully tailored to Maquinser’s look, feel, and tone for use across Spanish-language channels.

The result is a bold, cohesive, and highly adaptable content strategy designed to elevate Maquinser’s presence, connect with the industry, and make a lasting impact throughout the year.

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Content Creation Focus

In order to prepare sufficient collateral to deliver the 1 + 3 campaign structure, we will visit three Maquinser sites: Bilbao, Barcelona, and Porto. At each location, we will establish a clear and consistent message, creating relaxed, authentic content that showcases Maquinser’s professional capabilities while also offering a genuine behind-the-scenes insight into each site and team.

All content themes and objectives will be agreed in advance of each visit. However, on location, we will tailor the storytelling to reflect the core focus of each site and its role within the wider business. For example, Bilbao may centre on applications and live demonstrations, Barcelona could represent the headquarters and hub for eastern Spain, while Porto may focus on servicing the Portuguese market. Regardless of the final direction, we will formally define and align the content focus for each location ahead of production.

This location-based content will form the foundation of the overarching corporate campaign (Campaign 1), reinforcing Maquinser’s brand, culture, and market positioning. In parallel, Campaigns 2, 3, and 4—focusing on machine tools, Swiss-type lathes, and additive manufacturing—will draw on content created across all locations, or wherever best suits each technology and story. Together, this approach ensures a cohesive top-level narrative, supported by targeted, product-focused campaigns that deliver depth, relevance, and impact.

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Campaign Messaging

Initial conversations have focused on developing an umbrella-style campaign series. At the top level sits the core narrative: Maquinser and its corporate image, with the overarching focus message to be agreed. Supporting this main theme, we will deliver three dedicated campaigns, each spotlighting a key pillar of the business—machine tools, Swiss-type lathes, and additive manufacturing. Together, these campaigns will reinforce the Maquinser brand while clearly communicating expertise, innovation, and leadership across its core technologies.

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Content Type

The content created for the campaign will include a mix of video, photography, and written editorial, all deployed strategically at different stages of the campaign. By varying formats and styles, we ensure the content remains fresh, engaging, and attention-grabbing across the full campaign timeline.

Video content will be produced in both English and Spanish, maximising reach across international and local audiences. In addition, we will supply white-label video footage (with no MTDCNC branding), allowing Maquinser to seamlessly use the content across its own website and social media channels. Photography will support both brand storytelling and product-focused messaging, providing high-quality assets for ongoing marketing use.

Written content will also be created and published in line with our activities, adding depth and context to the campaign while delivering further visibility for the Maquinser brand. Together, this multi-format approach ensures consistent exposure, strong storytelling, and sustained engagement throughout the campaign.

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Content Distribution Plan

Content will be scheduled by our operations team and released only once agreed jointly between MTDCNC and Maquinser. Based on this level of production, the expected output will be bi-weekly content releases across our social media platforms. The aim of filming across the three facilities, alongside Bilbao and the BIEMH show, is to produce approximately eight long-form videos, each of which will also be edited into multiple short-form features.

Proposed long-form video structure:

• Video 1: Bilbao – People / Place / Services
• Video 2: Barcelona – People / Services / Place
• Video 3: Porto – People / Services / Place
• Video 4: BIEMH Show – Customers / Machines / Event coverage
• Video 5: Machine Tools
• Video 6: Swiss-Type Lathes
• Video 7: Additive Manufacturing
• Video 8: A combined feature bringing together all key elements above

Campaign alignment:

• Campaign 1 (Corporate / Brand): Videos 1, 2, 3, 4, and 8
• Campaign 2 (Machine Tools): Video 5
• Campaign 3 (Swiss-Type Lathes): Video 6
• Campaign 4 (Additive Manufacturing): Video 7

Each campaign will be supported by short-form video cuts, written articles, and photography derived from the long-form content. This approach provides a deep pool of assets, allowing us to maintain momentum and deliver consistent posts and features over a number of weeks, ensuring sustained visibility and engagement for the Maquinser brand.

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Content Distribution Channels

The content will be distributed across a powerful mix of platforms, including YouTube, TikTok, Instagram, and LinkedIn. All releases will be synchronised across platforms to maximise impact and create a strong, unified launch moment for each piece of content.

Every feature will be produced in both long-form and short-form formats. Long-form videos will deliver deeper storytelling and technical insight, while short-form edits will be designed to capture attention quickly and drive traffic back to the longer features. This approach ensures maximum reach, sustained engagement, and consistent visibility for Maquinser across all key social channels.

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Additional Distribution and Visibility

To further support all campaigns, we will also deliver one dedicated email campaign to our European database, reaching 30,000 recipients. In addition, each long-form video will be featured at the top of two daily newsletters distributed by MTDCNC, ensuring high visibility at the point of release.

Beyond email, we will provide homepage banner advertising on the MTDCNC website for each campaign. All banners will be designed by our team and visually aligned with the specific campaign messaging and creative direction. The same approach applies to the email marketing: all emails will be professionally designed to match the campaign themes and key messages, creating a consistent and impactful experience across every touchpoint.

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Tracking and Reporting

You will have access to our reporting portal to monitor the performance and success of your campaigns. Where possible, this will include geographical breakdowns, audience insights, and data on how people are engaging with and viewing your content.

In addition, we will schedule quarterly (three-monthly) review meetings to discuss campaign progress, assess performance, and evaluate success against agreed objectives. These sessions will also provide an opportunity to refine strategy, review results, and align on next steps to ensure continued impact throughout the campaign period.

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Cost €44,800

As per our previous proposal, I would be happy to match this cost, but please note that the majority of the heavy lifting—planning, filming, editing, and travel—is carried out by our team in the early stages. We would therefore need your support in arranging factory visits and coordinating access to key locations.

Given that most of the work occurs upfront, our payment terms would be structured as 50% on order and the remaining 50% three months later as the campaigns begin to roll out.

Please also note that travel costs are not included in the quoted price. We would ask clients to cover flights and hotels for our team (generally two people per visit), though this does not apply to the BIEMH show. As a reference, flights from Spain to the UK are approximately £200 per person.

This structure ensures both parties are aligned and the campaigns can be executed efficiently and effectively from the start.