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Maersk Drilling works with offshore drilling. The company owns and operates drilling rigs, which are rented out to oil companies all over the world. Maersk Drilling is a wholly owned subsidiary of the Danish oil and shipping giant A.P. Møller-Maersk. It has offices in 11 countries around the world and 3,000 employees.
When Maersk Drilling responds to oil company invitations to tender, they send a cover letter as part of their bid. Maersk Drilling wanted an improved look and consistency in the appearance of these cover letters.
As the cover letter is the first thing the customers see when opening the bid, it is important that it has a visually appealing and professional look that entices the customer to read through the rest of the bid – which is exactly what the new template, developed by SkabelonDesign in collaboration with FodFolk does. “It looks a lot more professional now,” said Christian Gullev, Senior Bid and Marketing Specialist at Maersk Drilling, who was responsible for the initiative.
With its new improved cover letter, Maersk Drilling has gained a tool to effectively put together bids that are both visually appealing and contain all the necessary information while also living up to Maersk Drilling’s visual identity.
Structure that helps salespeople
Previously, Maersk Drilling used a letter template in letter format, which didn’t quite have the professional look they wanted, and which was not up to the standards Gullev had seen other companies were able to present. Moreover, he also saw that the cover letters being sent out varied both in content and visual identity depending on the employee who had prepared the bid.
Gullev decided to enquire with his colleagues in the A.P. Møller Group about whom they would recommend to handle the task of developing a new template. Several of them pointed him in the direction of SkabelonDesign, which has worked on numerous tasks for the A.P. Møller-Maersk Group over the years. The referrals were an important factor in his choice and helped him decide to award the project to SkabelonDesign. As Gullev himself explained, “Picking SkabelonDesign was practically a plug-and-play solution in that they had completed a number of projects for the A.P. Møller-Maersk Group and are therefore familiar with our design, colour schemes and fonts.”
For Maersk Drilling, it was important to end up with a perfect template that met all their needs and was visually appealing. The design itself was developed by FodFolk (a Danish design agency), which both Maersk Drilling and SkabelonDesign had collaborated with before, and SkabelonDesign was responsible for setting up the template in Word.
The result was – and is – a very visual template that matched Maersk Drilling’s needs and expectations. Among other things, the template includes a front page with a photo and a number of fixed content pages that have been set up by default in the template. This allows Maersk Drilling to be confident that all the mandatory content is included in their bids and to focus instead on the content that is unique to each bid.
Approximately 85% of the text in the new template is pre-defined, which helps the salespeople ensure that there is consistency in everything that is sent out to customers. This is now the case thanks to the new Word template.
Maersk Drilling now has control over the entire process of putting together a bid and can handle development, set-up and production in-house. This provides them with a streamlined process that allows them to work with tight deadlines and deliver a perfect result every time.
“SkabelonDesign has delivered a quality product that meets all the requirements we had and it has been very positively received by our salespeople around the world, as it helps them in their daily work. The template is very user-friendly, making it simple to use even for people with just a basic knowledge of Word” said Gullev.