MARKETING MATTERS

We like to share our thoughts on matters relating to the integrated marketing services we offer – including marketing strategy, corporate branding, marketing communications, website design and development, digital marketing (search engine optimisation, digital advertising, social media marketing, content marketing, email marketing and marketing automation), and non-digital marketing (advertising, direct marketing, sales promotion, event marketing, public relations and corporate incentives).

SAVILE ROW TRAVEL / FEEL GOOD HOLIDAYS

by BGL Communications on June 19, 2017
Feelgood-Logo-300x140 SAVILE ROW TRAVEL / FEEL GOOD HOLIDAYS
SRT-Logo-300x95 SAVILE ROW TRAVEL / FEEL GOOD HOLIDAYS

SAVILE ROW TRAVEL / FEEL GOOD HOLIDAYS

Savile Row Travel and Feel Good Holidays are two brands owned by the same independent tour operator. One of the brands delivered a higher end experience, but both offered tailored holiday experiences to discerning foreign travellers.

We were commissioned to deliver a number of marketing communication projects. These included the creation of a new logo for Savile Row Travel, design templates for both websites, holiday brochures for both companies and magazine adverts. We provided copywriting and copyediting services, as well as concept visuals, graphic design, image retouching, artwork and press ready files. We also liaised with their printer to manage the print process on their behalf.

We worked closely with the owner of the business throughout the process, and researched competitor websites to get a better feel for how others were operating in the marketplace. This enabled us to generate insights and ideas that fed into our work.

We subsequently developed an outline digital marketing plan to generate leads – the strategy included search engine optimisation, pay per click advertising, social media marketing, content creation and email campaigns.

 

‘I was very pleased with the work delivered by the Abacus team. They are very easy people to deal with and always bent over backwards to accommodate our needs. We now have a more professional collection of brochures to hand out to our customers.’

Giles Hoff
Managing Director
Savile Row Travel / Feel Good Holidays

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BGL CommunicationsSAVILE ROW TRAVEL / FEEL GOOD HOLIDAYS

VERITA

by BGL Communications on June 7, 2017
Verita-Logo-cmyk VERITA

VERITA

Verita is an independent investigations consultancy that specialises in supporting the needs of regulated organisations within the healthcare, education, charity and government service provider sectors. Abacus was commissioned to deliver a strategic and corporate brand proposition, and we were subsequently contracted to deliver website design and development, as well as ongoing social media marketing and search engine optimisation.

The initial stage in the process was to understand the business better. To do this, we reviewed the business plan and the marketplace, and held face-to-face meetings with every member of staff, including managers and directors. These were confidential interviews to encourage transparency and honesty. We spent time in the office reviewing their sales processes and systems. We tested opinions and beliefs about the company using an online questionnaire. From these processes, we were able to identify a number of organisational issues and cultural practices that needed to be addressed – these were relatively simple tasks, such as making sure all staff had read the business plan and understood the financial goals for the year ahead, and putting communication processes in place to ensure that all staff were aware of company performance on an ongoing basis.

We held a facilitated workshop session to develop the brand proposition, in terms of values, virtues, views and vision. This enabled us to create a clear positioning statement and to develop core messages – a customer service charter was delivered internally using this information as the base.

We developed three creative concepts for the website, and developed the preferred option in close partnership with the client. We developed a site map and navigation structure to reflect changes in the business plan, and provided a copywriting and copyediting service too. We designed and developed the website and optimised onsite SEO. As part of our planning work, we analysed a number of competitor websites and established the most important keywords for the business to focus on. We created a brand handbook for the business that is now used by members of staff to ensure a consistent house style across all stakeholder communications.

After the website was launched, we provided social media and SEO, as well as delivering ongoing consultancy support for other marketing activities delivered internally.

 

‘We value the contribution that Abacus makes to our business greatly, and consider them to be a virtual extension of our marketing team.’

Ed Marsden
Managing Director
Verita

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BGL CommunicationsVERITA

AHP

by BGL Communications on June 6, 2017
AHP-Logo-cmyk AHP

AHP

AHP is a team of architects and surveyors located in Sevenoaks. We were commissioned to develop their corporate brand proposition, and then to design and build a website. The main issue they faced was that the business had grown quite significantly in recent years, and it was becoming more and more apparent that the company needed to invest in marketing activities to ensure that they delivered a credible and professional image to prospective clients.

The first stage in the process involved sitting down with every member of staff, including the directors, to gain a better understanding of the company, as well as spending time in the business getting a feel for the inherent atmosphere. This was followed up with a confidential written questionnaire. This research enabled us to unearth several insights that were helpful to the directors in providing clarity on the direction the business needed to take, and on internal issues that needed addressing.

We developed three different design concepts and worked in close collaboration with the management team to fine tune the preferred creative route. We developed the website in WordPress and provided training materials to assist the client to make updates internally on an ongoing basis. The website clearly explained all of the services offered by the business, as well as the sectors they worked in. Case studies helped to demonstrate their experience across these services and sectors, and the About section showcased their people, background and values. Most copy was supplied by the client and edited by ourselves. We commissioned photography on their behalf too.

 

‘You would have thought that a firm of architects would have been capable of redesigning their own logo and rebranding the business but alas the rigours of running a business consistently frustrated our attempts to complete this task in-house. We therefore sought creative expertise and Abacus stood out head and shoulders above the rest of the field. They took us through a structured process and 12 months after completing their work, we have received nothing but praise for the quality of our website and the overall presentation of our company branding across all of our sales and marketing materials. Their enthusiasm and attention to detail is superb, and it was a pleasure to work with them.’

Philip Hiscocks
Director
AHP Architects & Surveyors

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BGL CommunicationsAHP