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Applebridge

 

Background

Applebridge Family is a collection of businesses dedicated to serving the needs of the construction industry, offering a complete construction package to customers. Operating in the North East, Yorkshire and Derbyshire, Applebridge Family is made up of ZTL, AD Plant, Applebridge and Applebridge Utilities, Applebridge Building Services, Geocast, Retaining UK, and Tarcon.

Narrative first started working with Applebridge in 2019 initially to undergo a comprehensive strategic review of their business and to formulate a marketing strategy to inform future activity.

Our Activity

The marketing strategy was a comprehensive plan formulated to help support Applebridge Construction achieve its business objectives. It analysed the company’s current situation, reviewed the competitive landscape, set marketing objectives and outlined the strategy, tactics and actions that were needed to achieve the business goals through marketing. The strategy fed into groupwide subsequent activity detailed below:

Rebrand

The primary aim of the rebrand exercise was to re-position the Applebridge Construction brand to be seen as peers to their main competitors. We created a brand that promoted and positioned Applebridge as a modern, cutting edge company with the experience that generated trust. We evolved the brand to better reflect the company’s message and culture; more aligned to its key target audience and their brand values. We applied the rebrand project not only to Applebridge Construction but to the entire Applebridge Family, to ensure that all companies within the group had consistent identity and positioning.

 

This branding project included the following stages:

 

  • Brand strategy workshop
  • Workshop and info gathering follow-up: framing of objectives, brand values, brand position,
  • Creative concept ideation and preparation of possible logos and/or creative routes
  • Artwork iteration and development of chosen name and/or creative route
  • Development and delivery of brand guidelines, internal/external communication of new brand

Websites

Following the rebrand, we then went on to overhaul the main Applebridge Civils’ website (www.applebridgeconstruction.com), with the rest of the group’s new websites also currently underway. This included not only design and build but also a copywriting exercise to ensure consistent tone of voice across all platforms.

Corporate Literature and Internal Comms

Narrative are currently working on a suite of corporate folders and inserts for the Family and have also refreshed the internal newsletters to align with the new brand.

PR and Media Buying

Our PR and Media department have also been instrumental in the success of our relationship with Applebridge, with support and activity around PR, crisis comms and media buying.

Training

Recently we have supplied comprehensive training and support to the Applebridge marketing team on Google Analytics, social media management and SEO.

Results

“Narrative have firmly positioned themselves as our valued marketing partner. We know we can rely on them not only to react to our ongoing marketing needs but to also offer trusted advice and consultancy to help our business grow”.

Chris Brown, Group Managing Director for the Applebridge Family of Companies

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