Due to a downturn in the oil and gas industry, The Faraday Training Group identified that it needed to raise its profile and increase engagement with priority sectors including chemicals, engineering and construction, marine/offshore and government and public services.
The Faraday Training Group commissioned Horizonworks to conduct a communications audit to gauge customers’ perceptions of its services and operations and benchmark the company against its competitors. The company also appointed Horizonworks to develop a marketing strategy and plan, which would help support The Faraday Training Group in achieving its main business objective: to double its sales for the forthcoming financial year.
As part of the communications audit, Horizonworks conducted a competitor, market and customer insight project to define The Faraday Training Group’s USP, proposition and key messages. The competitor insight research pointed to a key message which clearly differentiated The Faraday Training Group from its competitors: this was that the company is the only provider in the UK to offer the full range of electrical power training courses – and the accreditations which accompany them. The customer insight research identified that clients value the quality of the customer service they experienced and that The Faraday Training Group’s staff were seen as quick to respond to queries, attentive and approachable. The market analysis confirmed that there was a need for their services in their new and existing target markets.
Following the strategy session and feedback from the market insight, Horizonworks developed a marketing strategy and plan to meet The Faraday Training Group’s business objectives. The key strategic marketing deliverables we recommended were to raise the profile of The Faraday Training Group and position it as a leading, international electrical training provider and the sole provider of the wide range of courses offered in the UK.
To achieve the strategic marketing objectives, Horizonworks developed an integrated marketing plan which outlined regular and tailored marketing campaigns and consistent activities to the markets and audiences identified. This full-service approach utilised the following tactics and channels:
• Public Relations
• Digital marketing (e-shots and e-newsletters)
• Social media
• Network engagement
• Website updates
Once the marketing strategy was presented to The Faraday Training Group, Horizonworks developed the tools needed to launch the marketing plan. This included a brand refresh, along with key messaging to convey The Faraday Training Group’s expertise, values and position in the market. A new website was developed to reflect the updated visual style, new messaging, sector focus and integrated with the new channels we recommended as part of the marketing plan.
Horizonworks has been appointed as The Faraday Training Group’s outsourced marketing team to assist the company’s in-house marketing manager in the delivery of the new marketing strategy and plan and provide support in elements of the marketing plan including public relations, social media, content for blogs and newsletters and e-marketing.
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