Almost all of Beacon Planning’s new business comes via word of mouth and recommendation. This is a strong position to be in but with high growth in its sights, the management team was keen to explore a more pro-active approach to generating leads and growing the business. They asked The Foundry House to review their existing marketing communications activity and advise on a forward-looking plan. Marcie Bell worked on the initial strategic planning and teamed up with her Associates on specific tasks such as SEO.
What we did
- led a planning workshop with the management team, testing the company vision and probing what was working and what wasn’t
- interviewed clients to gain insight into their needs and why they chose Beacon Planning over the competition; this delivered some excellent ‘quotable quotes’ which were subsequently added to the web copy and other collateral
- strengthened the messaging, drawing on feedback from client interviews
- reviewed all marketing activity and collateral, then researched and developed an integrated marketing communications plan
- provided practical recommendations for quick fixes e.g. improvements to case study structure and social network profiles
- advised on the most cost-effective route to resourcing marketing needs
A key recommendation from the review of existing marketing activity was that the website be updated as it was no longer fit for purpose. Beacon Planning asked The Foundry House to take this forward, working with the company’s in-house graphic designer. This package of work included:
- Website brief, including site architecture, look and feel and functionality
- Copywriting, editing and SEO
- Framework for case studies (to maximise SEO)
The new website is a much improved shop window for Beacon Planning which gives the company a sharper and better focussed image. Clients have been very complementary about the more contemporary style and intuitive structure. It has been especially useful in supporting bids for major pieces of work.
We very much enjoyed working with Marcie as she was quick to plot potential improvements to the way we communicate our offer whilst understanding the constraints which we work within. Marcie was able to suggest some key enhancements which were achievable and have helped us better showcase some of the interesting projects which we work on, shaking off the rather stuffy image which planning can have.
We were particularly impressed by the way Marcie was able to patiently but firmly cajole us into progressing things when the pressure was on in the office.
Jon Burgess, Director