Following a referral from a long-standing client, we began working with Union Fasteners on retainer with the objective of reputation management and brand re-positioning.
A full day’s discovery session was help between the agency and the client’s team to harvest perception data and insight from inside the organisation and an anonymous e-survey was also distributed to assess the scale of the qualitative themes which came out of the discovery day. An external survey was distributed to previous and current customers to gain external perception data.
Secondary market research was undertaken and a full marketing strategy was developed in collaboration with the in-house team at Union. This included research, competitor analysis, target personas and segmentation, strategy, key messages and tactics alongside key performance indicators to monitor the success of the strategy.
A full rebrand was conducted in January 2019 and rolled out across all marketing materials and a new website to reposition the brand where amongst its target audiences. We designed and produced internal branding, van livery, stationery, social media skins, building signage, uniforms, bespoke branded merchandise and internal giveaways to celebrate the rebrand with staff.
Keyword planning and search engine optimisation planning was completed with the in-house team and all internal and external messaging was brought in-line with this over the course of three months.
A key element of the strategy was a comprehensive PR plan, media relations and content marketing (including curating content and managing communication on five social media channels) and a direct marketing campaign which included bespoke Union Fasteners nut and bolt keyrings which the recipients assembled themselves (using provided instructions) to prolong engagement with the direct mail and the brand.
KPIs centred around search visibility, media coverage in target publications and social media engagement and these have been exceeded month-on-month. Coverage has been achieved in target publications and websites which the brand had not been featured in before. The conversion rate on the website is five times higher than the industry average and continues to increase from sources including LinkedIn and organic search.
We continue to work with Union Fasteners and have just completed a large research project looking into market opportunities in three new sectors, so that the business can penetrate new markets. This has included international market research and surveys, outbound telephone surveys, building a database of market-qualified leads for the sales team, and developing a 2021 marketing plan in partnership with their sales team.