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).

APERIO INTELLIGENCE

by BGL Communications on June 23, 2017
Aperio-Logo-300x90 APERIO INTELLIGENCE

APERIO INTELLIGENCE

Aperio Intelligence was a start-up enterprise seeking the services of a marketing agency in the London area, initially to deliver corporate branding and website design and development. Aperio provides a business service that delivers specialist reports and offers investigation skills to help regulated organisations seeking to do business worldwide to remain compliant with the latest global financial legislation. The owner of the business had previously been supplying the same services for one of the big six management consultancies, so he knew what he was doing.

The first stage in the process was to digest their business plan and sales forecasts. We then reviewed the marketplace to better understand how competitors were marketing themselves. We created visuals for three design concepts and developed the chosen design in close collaboration with the client. We developed the site map for the website and edited copy supplied by the client. The website was built in WordPress and training materials were provided to assist with internal management. We recommended a hosting platform for the website which would optimise user experience and SEO benefits. We developed a bespoke online tool called DataMap that allowed the company to provide updates on the financial, economic and political situation around the world. We provided ongoing web maintenance to ensure that the website was always up-to-date and secure.

We designed and printed various sales support materials, including a brochure and folder, various stationery and report templates, as well as creating brand guidelines to ensure a consistent brand experience across all materials. We also created sales training presentations.

We were subsequently commissioned to design a monthly newsletter (we edited copy supplied by the client) which was hosted on the website for SEO purposes, and which we emailed out via MailChimp to a database supplied by the client, achieving extremely high open rates and click through rates.

We also provided ongoing SEO support, achieving first page status for several important keywords within 9-12 months of activity.

We also delivered social media marketing support to emphasise their position as thought leaders within their industry, to grow follower numbers to acceptable levels, to connect with industry journalists, influencers and bloggers, to promote content hosted on the website, and to gain SEO benefits for the company.

 

‘Thank you for all your help. Much appreciated.’

Adrian Ford
CEO
Aperio Intelligence

READ MORE
BGL CommunicationsAPERIO INTELLIGENCE

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

READ MORE
BGL CommunicationsASPIRE WELLBEING

BLOOMBERG NEW ENERGY FINANCE

by BGL Communications on June 23, 2017
BNEF-Logo-300x70 BLOOMBERG NEW ENERGY FINANCE

BLOOMBERG NEW
ENERGY FINANCE

Bloomberg New Energy Finance (BNEF) is a research organisation that helps energy professionals to create business growth opportunities within the new energy industry, with a focus on the use of environmentally-friendly and sustainable sources of energy. We were commissioned to provide event marketing support for their annual summit, a premier invitation-only forum at the nexus of energy markets, industry, finance and policy.

The project involved working with the marketing team at BNEF to develop a website to promote the event, and to host materials on it that were to be created during the event, such as video clips of keynote speeches and presentation slides. We developed three creative concepts and worked with the client to develop their preferred design route. This included developing a logo for the event, and the whole design had to complement their corporate guidelines.

The website was built in Joomla, as the client required an off-the-shelf content management solution that they could manage internally. We provided training support and videos to explain how to fulfil various tasks identified by the client.

We also created a range of marketing communication materials to support the event, including a sponsorship brochure, a partner prospectus, a summit overview and an event programme. We provided copywriting and copyediting support, as well as image search, design, retouching and artwork. All materials were hosted on the website, and emails were sent out to a client-supplied database of event invitees to promote the event.

We also created a suite of digital adverts to promote the summit on various partner websites used by the target audience.

Finally, we created brand guidelines for the event, to ensure consistency of materials created during and post-event by third parties.

 

‘Working with Abacus Marketing was an excellent experience. Their creativity and professionalism were outstanding, and the results were second to none. They became an invaluable part of our extended team. I can’t recommend them highly enough.’

Vince Russell
Head of Knowledge Management
Bloomberg New Energy Finance

BNEF-Website-1024x823 BLOOMBERG NEW ENERGY FINANCE
BNEF-Overview-e1526571900268 BLOOMBERG NEW ENERGY FINANCE
BNEF-brochure-e1526571880329 BLOOMBERG NEW ENERGY FINANCE
READ MORE
BGL CommunicationsBLOOMBERG NEW ENERGY FINANCE

DELICIOUS INTERIORS

by BGL Communications on June 22, 2017
Delicious-Interiors-Logo DELICIOUS INTERIORS

DELICIOUS INTERIORS

Delicious Interiors is an online retailer specialising in the high-end furniture marketplace, with a particular focus on selling designer-label bar stools, dining room tables, and chairs. The client’s plan is to expand the range and sell a wider range of home furniture as the brand grew.

We were commissioned to design a new corporate identity, and to create an ecommerce website, which we built in Shopify. We wrote all content for the website and optimised onsite SEO. We liaised with manufacturers in order to source imagery.

The client shared their business plan and sales forecasts, and we held a facilitated discussion to create clarity around the strategic brand proposition.

As an essential part of the process, we analysed the marketplace to assess the digital marketing strategies of competitors working in the same marketplace. This enabled us to identify a number of key insights and ideas that we were able to emulate and improve upon. We were able to build up a profile of the core target market and their key demographics.

We recognised the opportunity to create an attractive service proposition to stand out from the crowd. This featured transparent pricing, free delivery, price matching and a quibble-free returns policy. We identified, by assessing the comments of customers placed on competitor websites, that these were the key factors affecting consumer behaviour.

We were subsequently contracted to deliver ongoing digital marketing support, including blog creation, social media management, search engine optimisation (SEO), website administration, and digital advertising, including pay per click (PPC)) and remarketing.

 

‘I was very impressed by Abacus and all the support they provided me with this start-up enterprise. I felt involved in the entire process including strategy and creative, and I was pleased with the look and feel of the website, which was ideal for our desired customer base. Sales performance in the first year has exceeded business plan forecast.’

David Grey
Marketing Manager
Delicious Interiors

READ MORE
BGL CommunicationsDELICIOUS INTERIORS

DIRECT TEMPING

by BGL Communications on June 21, 2017
Direct-Temping-Logo DIRECT TEMPING

DIRECT TEMPING

DirectTemping is an online platform for managing all aspects of temporary and casual workforces across the UK, with a value for money proposition and a transparent fee structure. The client had developed a powerful backend technology, but was hampered in their attempts to grow the business by the design of the front end of the website.

We were contracted to develop a marketing strategy for the business, and subsequently to create a creative corporate brand proposition, and to apply this branding to the website and other materials to deliver a professional and credible first impression to site visitors.

The first stage in the process was to talk to the management team, so that we could better understand their needs and requirements and get a better feel for their customer base. We also researched the marketplace to seek insights from the competition. It became apparent that there was a need to unify the branding for several different satellite businesses within the overall corporate group. These each had a different area of focus in the recruitment sector – temporary, permanent, contract and executive search. We realised that we needed to create three websites – one for the corporate group, one to cover all recruitment services except temping, and one for DirectTemping. We developed a site map and structured the navigation to optimise the customer journey for each website.

We created three different concepts for the logo, and visualised how it would work across various pages of the website for all three corporate websites. We worked closely with the client to develop their preferred creative concept. We developed copy and designs for all the frontend pages for each of the three websites. We created CSS templates which the backend developers installed on their system. We created videos explaining the key benefits of the DirectTemping approach to both clients and temps. We delivered other sales and marketing communications collateral – stationery, brochure, folder and presentation templates. We photographed staff and sourced library images. We set up their social media channels and optimised the website for SEO, as well as providing recommendations for lead generation activities, which were delivered internally. This included a three-dimensional direct marketing campaign, the purpose of which was to bypass gatekeepers (secretaries, PAs, receptionists, etc.) who would prevent materials from reaching their boss.

‘Abacus Marketing created a number of excellent concepts to integrate our different corporate brands and services. The chosen concept was executed in a timely fashion. Their marketing knowledge, professionalism and unbounded energy made for a very successful project, that was delivered on-time, in budget and to a high standard. They took plenty of time to understand the needs of the business and the different stakeholders involved, and ensured we got the most from our budget. I’d highly recommend them.’

Tony Marven
Chief Technology Office
Direct Temping

READ MORE
BGL CommunicationsDIRECT TEMPING

FIRST ASSIST

by BGL Communications on June 21, 2017
Firstassist-logo FIRST ASSIST

FIRST ASSIST

FirstAssist is an insurance broker. We were initially asked to develop a full branding and marketing strategy. This having met with their approval, we were subsequently commissioned to deliver marketing support materials. This involved redesigning their entire suite of sales and marketing communications collateral, with a primary focus on the website and product-specific brochures. Being a financial services company operating in a busy marketplace, we needed to create a visual concept that stood out from the crowd.

Following a detailed client briefing and some intensive market research, our design team devised three creative concepts – one of which was chosen and developed in close partnership with the client. We devised the navigation site map for their website and worked with their internal web development team to provide CSS templates, images and copy content for them to replicate on their internal server. The website was essentially an online catalogue of corporate brochures featuring their entire range of financial products. We implemented their on-page SEO too.

The project included the creation of a suite of printed product brochures and a corporate brochure and folder. We also printed their stationery – business cards, letterhead, compliment slip, labels and PowerPoint presentation templates – and developed an exhibition stand with different sets of graphics to promote a variety of products and services.

Customer acquisition activities included 3D direct mail, pay per click advertising, email marketing and trade press advertising. These campaigns helped to drive traffic to their website and call centre. Response levels increased significantly in comparison with previous campaigns, and onsite metrics demonstrated high levels of engagement with site visitors – with lower bounce rates and longer time spent on site than had previously been achieved.

 

‘We were really impressed with the quality of their work. I felt that they took the time to understand our needs, and delivered excellent results for the business.’

Peter Underwood
Marketing Manager
First Assist

READ MORE
BGL CommunicationsFIRST ASSIST

IDT FINANCE

by BGL Communications on June 20, 2017
IDT-Finance-black-logo-300x50 IDT FINANCE

IDT FINANCE

IDT Finance is a leader in mobile phone card technology; they now wished to enter into the prepaid credit card marketplace due to a declining marketplace for phone cards. We were chosen to launch the first ever prepaid MasterCard available over-the-counter, with a £1m+ campaign budget.

We were involved in developing the branding, communication and marketing strategy to support the business plan, which initially involved recruiting thousands of independent CTN (confectioner tobacconist newsagent) retailers around the UK. We created various brand concepts during the pitching process and Prime Card was born.

We demonstrated how the features of the card provided a broad range of benefits to different target audiences. The unbanked, who desired the ability to make online transactions. Parents who wished to share money with children travelling overseas. Gifting to friends and family. Migrant workers who wished to send money home. We held focus groups with target audiences to better understand their needs.

We were responsible for the creation of the website – content, structure, navigation, copywriting, photography, graphic design and so on. We also created product packaging and retail point of sale packs; desk mats, window posters, promotional leaflets, shelf wobblers, etc. We helped to train the selling-in team.

We managed to achieve coverage within 15,000 PayPoint and ePay retailers across the UK during a three-month pre-launch campaign. Our strategy involved ongoing retail refreshment POS packs to maximise support and visibility.

Advertising activities included a targeted door drop campaign, London tube car advertising, six-sheet posters, pay-per-click advertising, regional radio, local press and PR. Fresh campaigns were launched throughout the year as additional product features were added.

The campaign was a success – purchases of Prime Card overachieved sales targets outlined in the business plan. The product launch won an industry award.

‘They were a pleasure to work with. They are reliable, delivering quality work on time; energetic and enthusiastic; and very good with people. They are problem solvers – willing to find solutions for business and marketing challenges – and excellent at managing client relationships. They combine an impressive background in marketing and communications with a commercial pragmatism, appreciating the important balance between creative thinking and a client’s commercial realities. I look forward to working with them again.’

Jamie King
Managing Director
IDT Finance

READ MORE
BGL CommunicationsIDT FINANCE

IFF RESEARCH

by BGL Communications on June 20, 2017
IFF-Logo-300x81 IFF RESEARCH

IFF RESEARCH

IFF Research is an independent market research company. We were commissioned to create and deliver a marketing plan for one of their products. The aim of the project was to increase awareness and sales. The process involved face-to-face meetings with key members of the team, and a facilitated workshop. We researched the marketplace to better understand the digital marketing strategies of core competitors.

We worked in close collaboration with the client to develop the marketing strategy. We identified several changes that we recommended should be made to the core product proposition – such as making it a monthly service rather than a bi-monthly one to ensure it was available whenever customers wanted it. We recommended the provision of a suite of webpage communication tools, including a video and downloadable PDFs, to improve the webpage experience for prospective customers. We identified primary keywords for SEO and PPC activities. We recommended changes to website navigation and proposed a tiered suite of reporting options to create a greater perceived choice, and we also promoted the omnibus as having both one-off and repeat usage benefits. We promoted the option for clients to bolt on bespoke data in order to focus on particular audience demographics relevant to their needs. We encouraged enquiries from all prospects, knowing that the client would potentially be able to deliver other research solutions if it turned out that this particular service was not appropriate to their needs.

We looked at the target market demographic profile and identified the types of organisations which would potentially be interested in using a product such as this. We considered departments, levels of seniority, channels and sectors. We identified a list of business services which we knew would benefit from using the product. We identified a range of needs and drivers to support webpage messaging and lead generation activities. We created a five-pronged service proposition – quality, experience, service, flexibility and value.

We identified features and benefits that would resonate with the target market. We created implicit ways to support the client’s corporate credentials, by showcasing client case studies, testimonials and logos. We developed a new name for the product with fresh branding that was in keeping with the existing corporate identity. We designed and developed the new webpage. Finally, we launched a series of lead generation activities, including social media promotion, content generation, search engine advertising and on-site SEO, supported by the setting up of a CRM system to manage the lead generation process. We implemented a number of reporting tools to assist with the analysis of the performance of ongoing campaigns, as well as lead forensics software to identify companies visiting the website, in support of internal business development activities.

 

‘Very impressed. Highly recommended.’

Mark Lynch
Marketing Executive
IFF Research

READ MORE
BGL CommunicationsIFF RESEARCH