Client Challenge
A compelling new business proposition for the construction industry needed a powerful identity & message to engage the right audience.
Solution
A strong brand identity, visible across website & social media was created to bring Founder & CEO Gareth Evans’ business idea to life. Passionate about solving a very real issue within the construction industry, Gareth emphasised the importance of people, challenging the status quo and taking a different approach in revolutionising the way procurement is carried out at scale.
Initially, we ran remote workshops with the Smart Procurement team to gather information and brainstorm ideas to define their vision, mission and values, as well as to clarify their proposition and target market. We also looked at colour palettes, fonts and imagery to cement a consistent and powerful brand identity.
We asked the right questions to understand what makes Smart Procurement powerful, with the right team members involved to ensure alignment across the business. We looked at their proposition from the perspective of their target audience, in order to craft messaging to cut through the noise and inspire engagement.
Once the Brand Handbook was signed off, we used it to design a website which quickly and clearly communicates why businesses should work with Smart Procurement. The strategy here involved building a simple website structure to house the important information, with scope to edit to promote specific campaigns. A content strategy accompanied the website to boost SEO and provide fuel for social channels.
Content created with Gareth and his associates included written and video pieces addressing key challenges faced by the industry (and solved by Smart Procurement’s offering), repurposed to ensure maximum exposure for each piece. A regular schedule of posting on LinkedIn, alongside a strategy to leverage Gareth’s own significant network on the platform built the page following up to 700 engaged members in just six months.
The strategy targeted organic engagement and reach to relevant connections across LinkedIn, with an expert video interview series performing very well. We paid close attention to performance of particular content types and pieces to ensure the strategy was optimised monthly, which saw us achieve an engagement rate between 7% and 13% – well above the 2% average.
The website also saw average session of 5-7 minutes, which is again well above the 2-3 minute average. As a large proportion of website traffic came from LinkedIn, building a relevant and engaged audience on social media meant the website attracted traffic which had an intent to learn more.
Results
“
Talitha has the ability to cut through complex information to give clarity. Her questions really helped the Smart Pro team come up with the core of what we do and identified our unique selling points. This has been of great value and has been of wider use beyond LinkedIn, building my profile reach further than I had imagined.
Talitha goes above and beyond to achieve this value for her clients and I highly recommend Trailblaze Marketing.“
— Gareth Evans, Founder & CEO, Smart Procurement Group
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