The Client
A global leader in manufacturing products for the landscaping and construction industry, the client had previously employed various marketing strategies. Their primary focus, like many other brands, was customer engagement. In this case, they aimed to raise awareness about climate change and promote their sustainability initiatives.
The Challenge
The client needed to strengthen customer relationships while emphasising their commitment to sustainability and the circular economy. Post-COVID, their objective was clear: boost sales and rebuild a robust sales pipeline. However, the challenge was not only about driving revenue—it was about fostering a deep understanding of the brand’s sustainability efforts and translating that into increased customer loyalty and engagement.
The Solution
To address these challenges, our team developed a comprehensive, audience-centric marketing strategy that focused on reinforcing the client’s brand messaging and customer trust. Key components of this strategy included:
- Full Website Review: We conducted an in-depth audit of the client’s website, identifying areas for improvement to enhance user experience and align the site with the brand’s sustainability messaging.
- SEO Audit: By optimising the website for search engines, we ensured that the client’s sustainability initiatives were highlighted across relevant searches, attracting a more engaged and purpose-driven audience.
- Persona-Driven Content: Our content strategy focused on creating tailored content that resonated with specific audience segments, from decision-makers to on-the-ground construction professionals, each with unique needs and interests.
- Email Marketing: Targeted email campaigns were launched to keep customers informed about the brand’s sustainability efforts and how they could contribute to a greener future.
- Social Media Program: We designed a comprehensive social media strategy to increase engagement, focusing on sharing the brand’s sustainability journey and best practices with a wider audience.
- Video Content: We developed engaging video content that highlighted the client’s circular economy initiatives and demonstrated the impact of their sustainability efforts within the construction industry.
The #AdapttoChange campaign focused on promoting the client’s circular economy approach and sustainability best practices. By developing a consistent, multi-channel marketing plan, we were able to enhance brand awareness and trust among both new and existing customers.
The Impact
The #AdapttoChange campaign successfully redefined the client’s messaging, embedding their sustainability commitments across all marketing channels. The results were impactful:
- 25% increase in website visitors within the first three months
- 30% growth in social media followers, driven by authentic engagement and educational content
- 10% rise in overall revenue, attributed to improved brand retention and a more engaged customer base
The campaign not only enhanced the customer experience but also positioned the client as a leader in sustainability within the construction industry. These metrics confirmed that the #AdapttoChange campaign was a resounding success, both in terms of brand perception and bottom-line growth.
