We began with a full brand positioning and market research project. This involved an intensive competitor analysis.
Here we compared their marketing activities and product ranges.
An audience profiling task took place to identify the ideal target market. From these two activities, we discovered many marketing, profiling and communication trends. Identifying these trends allowed for us to enhance Craig Collinson’s marketing and brand activity.
The logo was the first element we looked at. We created a style that exudes a level of quality, professionalism and experience.
The market research influenced the forming of the logo. The colour palette followed next. A combination of a Rich Plum, Black and Gold; chosen for their association with quality and exclusiveness.
Upon approval of the brand, we started exploring the website design. A sitemap design and copywriting exercise was undertook based on the market research findings.
Exploring the User Experience (UX) influenced a interface that assists with sales goals.
In parallel with the website design & development, we looked at producing print materials.
To help enhance the feeling of exclusivity, we created gold foiled business cards. Alongside this, leaflets, folders and banners we produced.
Following on from the rebrand, we assisted Craig Collinson in an e-shot campaign. Because of the range of different services to various targets, we designed 3 messages.
Working with Craig Collinson, we identified which contacts would enjoy a particular service. Each version prioritised copy and layout for the relevant audience.
Further to this, we also completed keyword focused meta-descriptions and page titles. Redirects, indexing and sitemaps were also completed to assist with SEO rankings of the new website.
The e-mail campaign resulted in an average open rate of 55% (which is 40% higher than industry average).
Project management & strategy: James