Maia Consulting Serves PlastiService Group
About PlastiService Group
PlastiServiceis a European industrial group specializing in the production, distribution, and processing of engineering plastics for industrial applications (engineering plastics, composites, and elastomers).
The group operates through a network of 16 branches and sales offices located in Belgium, France, and the Czech Republic, with an in-house engineering department and several machine shops.
PlastiService currently employs more than 80 people in Europe, with consolidated revenue of more than 25 million euros.
The Challenge Facing PlastiService Group
PlastiService had launched a strategic review to evolve its positioning: shifting from an image focused on the distribution of semi-finished products to that of a reliable partner capable of designing and manufacturing custom solutions (with higher added value).
To achieve this goal, several areas for clarification and structuring have been identified:
- Develop a marketing plan and budget for each country to shift from a reactive approach to a proactive one
- Clarify the positioning, customer segmentation, and key messages, and then apply them across all media channels
- Take a group-wide approach to communication, rather than a fragmented, country-by-country approach
- Raise broader awareness of the engineering design services and the elastomer product line, which are still relatively unknown in the market
- Strengthen alignment between sales and marketing teams
PlastiService Group's Expectations
The group wanted to restructure its marketing function to support its strategic transformation, while maintaining the human touch and close connection to the field that are its strengths.
- Clarify the strategy: positioning, customer segmentation, market-product pairs, and key messages
- Develop a detailed marketing plan: strategic plan, tactical plan, and budget by country
- Build a consistent brand presence on LinkedIn across countries and agencies
- Promote new services and products: engineering services and custom solutions, elastomers, and industrial sealing
- Provide higher-quality sales materials to equip the sales teams
- Receiving ongoing support, beyond just the strategic phase
Solutions Provided
Maia Consulting carried out its work in two phases. A senior marketing strategy consultant first led an initial engagement: market, business, and acquisition audits; workshops to clarify the vision, mission, and positioning; definition of priority targets (ICP and personas); and then the development of a strategic and tactical marketing plan with a budget for each country.
This phase was followed by the consultant taking on the role of part-time in-house Marketing Manager, working as an integral part of the company’s day-to-day operations to oversee the implementation of the plan across the group and contribute to the development of the sales strategy.
Photo: Jean-François Dauby, CEO of PlastiService Group (left), and Naji Kamouh, Senior Consultant and In-House Marketing Manager at Maia Consulting (right)
Examples ofInitiatives Undertaken
Here are some of the key actions that were carried out during the mission:
- Market, business, and acquisition audits, followed by clarification of positioning and key messages with senior management
- Development of a strategic and tactical marketing plan, including priority areas and a budget for each country
- Development of a group-wide LinkedIn editorial strategy, organized by category, and an editorial calendar
- Updating the website content to better highlight the engineering design office and the elastomers product line
- Launching sales email campaigns targeting contact lists qualified by the agencies
- Creation of new marketing materials in line with the brand positioning (overview presentation, brochures, product flyers, corporate video, etc.)
- Ongoing contribution to the discussion on customer segmentation and sales pitches
Results Obtained
Over the course of a year, PlastiService developed a coherent and measurable group communication strategy.
- LinkedIn Impressions on the Rise : An average of 9,400 organic impressions per month in 2026, compared to 7,000 the previous year—an increase of more than 34%
- Subscriber Growth : +500 new LinkedIn followers in 8 months, for an average of 62 per month, compared to 19 per month in 2025
- A Website with Enhanced Credibility : The site continues to generate 3 to 5 new incoming inquiries per day via the contact form, with content now better aligned with the engineering firm’s activities and its elastomer offerings
- Lead generation and tangible business results : several inquiries generated by the first targeted email campaigns, as well as a growing volume of inquiries from LinkedIn
PlastiService now has a structured marketing plan, a dedicated budget for each country, and a clear positioning: your local expert in engineering plastics, supported by group-wide communication efforts.
Our client shares their experience
Our core business has always been the distribution of engineering plastics. But we also wanted to be recognized as a manufacturer, distributor, and processor of these materials—capable of designing customized solutions. Maia Consulting, through Naji, helped us transform this ambition into a genuine group-wide marketing strategy, complete with a clear plan and concrete day-to-day execution.
You, too, can boost your marketing!
Would you like to benefit from the expertise of a Senior [Digital] Marketing Consultant who works closely with your teams and on your products, right here at your office?
Contact us! We're here to answer all your questions.