AT THE BEGINNING
The Faraday Training Group (FTG) specialises in providing electrical power training to clients across the UK and internationally. FTG provides training either on-site in purpose-built facilities in Teesside and Cyprus or on site with its clients.
It provides courses to a wide range of industrial sectors such as oil, gas, marine, offshore, engineering, construction and chemical. FTG identified the need to further raise its profile within these sectors to help achieve its future business direction and objectives and required additional strategic marketing support.
Due to the downturn in the oil and gas industry, FTG 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 company also wanted to educate its customers on the full capabilities and wide range of courses available, so a customer engagement strategy needed to be incorporated in to the overarching plan.
Although FTG had an internal marketing resource, we were appointed to support the organisation on a strategic level and ensure the right strategy, plan, resources and tools were in place for future delivery.
To gain a complex understanding of the organisation, we conducted a communications audit with several of FTG’s clients. This allowed us to gauge customers’ perceptions of its services and benchmark the company against its competitors. Through this audit, we developed the firms’ marketing strategy and plan. This would support FTG in achieving its main business objective; to double its sales for the forthcoming financial year. We identified that FTG is the only provider in the UK to offer a full range of electrical power training courses, that the organisation has high and valued levels of customer service and confirmed the need for its services in FTG’s new, existing and target markets.
Horizon Works developed a new marketing strategy to meet FTG’s objectives and developed an integrated marketing plan which outlined tailored campaigns and consistent activities to markets and audiences identified.
We gave the brand a complete refresh and developed new key messages to support this. We also created a new website to reflect the updated visual style, new messaging and sector focus.
We also implemented several key marketing tactics such as:
– Digital Marketing (e-shots and e-newsletters)
– Social Media
– Network Engagement
– Website Updates
THE RESULTS AND BEYOND
We worked with FTG for nearly two years supporting the marketing manager and the wider team over a period when they were preparing for the transition to its new premises. We provided them with the solid foundations to move forward with and put the right tools in place to manage their marketing in-house. Our work helped achieve the following:
– The new website meant sessions increased by 20%, users increased by over 25% and page views increased by 15%.
– A large increase in press coverage and engagement nationally and internationally.
– We developed a suite of e-marketing tools so that they could regularly update their clients and contacts on courses and other key information about the company.
– The new e-marketing tools, website and social media approach increased course sign up and we helped them launch 4 new courses to the public, existing customers and prospects.
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