Vello is a start-up enterprise providing a domestic plumbing, boiler and heating repair service. Their unique point of difference is that their engineers travel around London on Brompton bikes, catching the tube when it is convenient to do so. They carry all the tools they need in their bags to fix 80% of all jobs within an hour. If they need extra support or materials, an electric van is deployed to finish the job. We were appointed to deliver corporate branding, and we were subsequently commissioned to deliver website design and development and to create marketing communications materials.
The first stage in the process was to review the marketplace to better understand the digital marketing and communication strategies used by their competitors. This helped to shape the website mapping process, as well as to understand page content requirements and site navigation to optimise the user journey experience.
Our market research established that price, trust, transparency, speed of response, and industry knowhow were all important factors in a customer’s decision-making process. To stand apart from the competition, we developed a service proposition that promoted these five benefits.
We came up with the trading name, Vello, which is a derivative of ‘bicycle’ in French and ‘speed’ in Italian. It also is a word that sounds friendly, like ‘hello’, and it was cost-effective to find a unique URL and to trademark the name and logo, a process we managed on behalf of the client.
We proposed that we created a brand that could be identified with a specific region within the UK (e.g. Vello London), so that they could franchise out different geographies around the UK in future if they wished to do so (e.g. Vello Manchester) with a hierarchal corporate structure in place (i.e. Vello Group). With this in mind, we developed the strapline ‘All Round London’ for the launch region.
We developed three creative concepts and developed the chosen theme in partnership with the client. We wrote all the copy for the website and built it in WordPress. We developed brand guidelines and produced uniforms, bike and van livery, leaflets, and stationery. We also created an animated video and delivered onsite SEO, having previously identified the primary keywords we wished to focus on as part of the competitor research process.
‘I could not recommend Abacus Marketing highly enough. They helped us to turn an idea into a reality. We appreciated the help and support they provided every step of the way, including assistance with the development of the business plan to include an effective brand, sales and marketing strategy, and some highly insightful competitor market research which helped to finetune the proposition.’