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).

ASPIRE WELLBEING

by BGL Communications on June 23, 2017
Aspire-Wellbeing-Logo-300x159 ASPIRE WELLBEING

ASPIRE WELLBEING

Aspire Wellbeing is a not-for-profit social enterprise that was spun out of Lambeth Council to safeguard the provision of day care for disabled adults living in the local area. Aspire were looking for a London design and marketing agency, and we were appointed to create a corporate brand proposition, to design and develop the website, and to deliver a suite of marketing communications materials. The first step in the process was to get to know the business, the staff and their customers. We analysed the business plan and researched the marketplace to seek insight from competitors.

We developed three brand concepts and worked closely with the client to fine tune the preferred creative route. This led to the creation of the website, which we built in WordPress. Training materials were provided and we supplied ongoing web maintenance and hosting. We have recently developed an online booking system.

We also designed various materials, including a brochure and folder, uniforms, signage, stationery (business cards, letterhead and compliment slip), exhibition stand, gazebo, leaflets, PowerPoint templates, posters, adverts, certificates, lanyard badges, promotional items (mugs, notepads and pens), ring binders, security passes and internal forms. We managed the print process for all these items.

We created brand guidelines (as well as full logo and icon packs) to ensure a consistent brand experience at every customer touch point.

We were subsequently asked to join their Advisory Committee, which meets on a quarterly basis to support the management team basis in the delivery of its business objectives on a pro bono basis.

 

‘‘I could not recommend Abacus Marketing more highly. Their creative work is always favourably commented on by our customers and other stakeholders, and we appreciate all the consultative support and strategic advice they provide us with too. They are extremely easy people to work with, they are professional and friendly, and we think of them as a natural extension of our business. They have a great eye for detail and a visible passion for their work. Great energy, enthusiasm and integrity.’

Keith Edmondson
Managing Director
Aspire Wellbeing

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BGL CommunicationsASPIRE WELLBEING

EBCS

by BGL Communications on June 21, 2017
EBCS-logo-300x97 EBCS

EBCS

We were appointed to create a sales and marketing plan for Elmbridge Borough Council’s building control division, which was being spun out of the council into the third sector as a social enterprise, as part of the government’s policy to safeguard important local authority services.

An essential part of the exercise was to understand the business and the people who ran it. With this in mind, we went out on site visits, interviewed every member of staff to better understand their roles and responsibilities, and held workshop discussions to discuss their views concerning the business, corporate branding, marketing communications and marketing strategy. We also looked closely at customer segmentation to identify key target markets.

Our 60-page marketing strategy included a systematic review of the business plan, comprehensive research of the competitor marketplace, the creation of a strategic corporate brand proposition, the identification of the marketing communications platforms required to meet the needs of key stakeholders, and the creation of a lead generation strategy to raise consumer awareness in their services. We looked at the sales pipeline process and made recommendations concerning the implementation of a CRM system to minimise churn and maximise conversion. We advised on customer lifetime value and the opportunities for cross-selling and up-selling via marketing automation software. We recommended the development of customer lifetime value strategies to encourage recommendation and referral to exploit word of mouth opportunities.

The next part of the process was the creative development of the corporate brand proposition. This involved the design of a logo and the demonstration of its application across different media. We created three different creative concepts and developed the chosen route in partnership with the client. We demonstrated how it would look across various marketing platforms, including the website, brochure and folder, stationery and uniforms. Once finalised, we provided a suite of logos and icons. We developed a site map for the website and analysed the customer journey to understand content needs and navigational logic.

 

‘Just what we needed. Thank you for all the help you gave us.’

Mark Webb
Managing Director
EBCS

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BGL CommunicationsEBCS

ONE TRUST

by BGL Communications on June 20, 2017
OneTrust-Logo ONE TRUST

ONE TRUST

OneTrust is the new trading name for a day care centre for adults with learning disabilities. We were commissioned to deliver a strategic marketing plan and brand proposition to support a change in the business structure of the day care centre from being owned by the local authority into a standalone not-for-profit social enterprise. This was a part of Wandsworth Council’s ongoing aim to safeguard essential services.

The purpose of the marketing plan was threefold. To develop a comprehensive brand identity that established a meaningful character and personality for the organisation congruent with its vision and values. To identify key collateral for all stakeholder groups. To provide recommendations for sales and marketing activities, the intention of which was to create business development and funding opportunities through various stakeholder channels. We also considered the lifetime value of customers in terms of retention, referral and cross-selling, as well as referral and recommendation opportunities.

We were given access to the business plan and sales forecasts, and visited the centre and its four hubs to understand how the organisation operated. We researched the marketplace to look for insights and ideas from other day care centres providing similar services. We interviewed management and staff on an individual basis to get a better feel for their personal views, thoughts and concerns. We held a series of workshops with the management team to develop the marketing plan.

At the first of these workshops, we analysed marketplace competitors and discussed customer segmentation and demographics. At the second workshop, we agreed the new trading name for the business – OneTrust – and developed the core brand proposition. The third workshop outlined stakeholder communications priorities into three tiers, and the final session identified the core sales and marketing activities needed to generate business development opportunities.

We then moved on to the creative brand proposition – this involved the development of three brand concepts for the client to choose from, and we worked in close partnership with them to develop a brand identity and logo, which was then applied to the website, stationery, brochure/folder and vehicle livery.

 

‘The board have been very impressed with all the work that Abacus Marketing has delivered and are in full agreement with the recommendations outlined in the marketing plan. We are also delighted with the strategic and creative brand proposition.’

Louise Hayes
Director of Operations
OneTrust

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BGL CommunicationsONE TRUST

OPTIMAL DATA

by BGL Communications on June 19, 2017
Optimal-Data-Logo-300x72 OPTIMAL DATA

OPTIMAL DATA

Optimal Data is a document scanning business working in the B2B marketplace. We were commissioned to deliver a lead generation strategy. The client had tried telesales activities in the past but without success. They also invested in Google AdWords but, with an average CPC in the region of £15 per click for core keywords relating to their business, this did not make commercial sense. Email marketing campaigns using purchased data had led to minor new business acquisition.

We manually and technically analysed competitor websites and used this information to generate insights and ideas to inform our strategic recommendations. We also researched the primary keywords used within the industry. We looked at customer profiles and identified key market challenges – for instance, their industry sector is perceived as being a commoditised service whereby it is often difficult to create meaningful differences between competitors other than via a value add brand proposition. The market is price-led and most forms of marketing are expensive. Our research identified that good branding and clear messaging on the website, along with easy navigation and relevant content, would be likely to have a significant positive impact on lead conversion. We saw an opportunity to develop trust in the business by creating case studies, and by using client logos and testimonials.

We recommended that the first step in the process was to freshen up the brand identity and then to redesign the website – before investing in any more lead generation activities. We developed three different concepts and worked in partnership with the client to develop the preferred creative route across the website, brochure, stationery, uniforms and packaging. We supplied logo and icon packs as part of this process. We proposed that the company redefined itself as “the paper to data people” serving the needs of the UK, and that it communicated itself as being an integrated document management company. We also recommended the introduction of a “quick quote” facility on the website with an online calculator that would provide suspects with instant cost estimates. The primary aim was to capture email details to support business development activities and feed the sales pipeline.

We created a proposition based on five key service factors that we felt would appeal to the target audience – the use of the latest document management technology, high levels of security, proven expertise, an environmental focus, and pricing transparency. We also recommended the creation of an engaging brand story to stand out from the crowd. In terms of lead generation, we recommended a focus on social media, SEO and content to deliver longer term benefits to the business, and to invest in a CRM system to optimise the sales pipeline process and minimise churn, and the introduction of marketing automation software to maximise customer lifetime value, as well as to encourage referral and recommendation opportunities.

 

‘We are very pleased with the work Abacus delivered for us’

Kevin Anderson
Managing Director
Optimal Data

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BGL CommunicationsOPTIMAL DATA