The client, one of the UK’s leading commercial print and signage manufacturers, needed a more proactive approach to their marketing and communication. Much of their business came from referral and word of mouth historically, with little marketing carried out.
To meet the challenges of the pandemic they decided to diversify their product offering to satisfy a newly emerging market.
In addition, the client wanted to update their branding to reflect the service they provide their customers, which includes a bespoke made-to-measure fully managed service offering.
The client took advantage of the Worcestershire County Council Here2Help Business programme, designed to assist Worcestershire businesses recover, adapt and develop, to help fund their marketing activity.
Lime’s job was to reposition the brand and develop a proactive marketing strategy to raise within new sectors, with the aim growing the business.
Lime worked with the senior team in the business to conduct a mini brand review and develop propositions and messages to support marketing activity.
In addition, we developed a series of tactical marketing campaigns, which were underpinned by the introduction of core foundation tools such as a new CRM system and a full social media audit. The campaign had clear marketing propositions and messages and were supported by Lime’s specialist teams in social media, lead generation and digital.
As a result of Lime’s involvement, the client has a clear plan and strategy behind their business goals, with an annual marketing plan broken down into campaigns.
Although work on branding is in its infancy this is already providing clarity internally and across the marketing activity.
The new CRM system, recommended and implemented by Lime, enables greater flexibility, functionality, integration and enhanced enquiry and sales performance management.
Social media activity has been more varied, proactive, targeted. This has led to an increase in followers compared with the previous quarter of 138% and 2,700% on LinkedIn and Instagram respectively.
An engaging and targeted mailer was sent to 280 prospects, followed up with a telephone call, 17% of which resulted in a of warm lead passed to the client.
The Google Adwords campaign received a total of 391 clicks from 20,590 impressions. This contributed to an increase in website traffic of 6.84% and an increase in new users of 7.34%.
In addition, the client has now commissioned Lime to build a new website, utilising the Worcestershire County Council Here2Help Business programme.