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Background

Founded in 2000, Parsons Containers Group is an independent supplier of shipping containers in the UK. Parsons Containers Group of companies includes ContainerContainer, a leading national supplier of new and used shipping containers for sale and hire, which also offers bespoke container conversion services. The Group also owns U Hold the Key, one of the UK’s largest and long-established container self-storage businesses with sites throughout the North East of England and Grantham.

The shipping container industry is a very competitive market and the company wanted to strengthen its marketing presence to increase awareness of its business, boost its profile and its brand to support growth in its key markets. Horizon Works was appointed to provide strategic marketing support that would increase its brand profile and the level of communication and engagement with customers and prospects with a particular focus on these two divisions.

Approach

We gained a sound understanding of the Parsons Containers Group and its divisions, through the sessions we facilitated with its team, coupled with an in-depth communications audit which allowed us to gauge customer’s perceptions and benchmark the company against its competitors. Our marketing heath check reviewed the company’s current marketing activities and we also conducted a competitor and customer analysis to define the company’s proposition, USPs and key messages.

Our key findings and recommendations formed the foundations of the Parson Containers Group’s strategy. It was identified that a clear business proposition was needed to educate customers and prospects of the company’s offering as a group and as separate entities.

Outcome

The marketing strategy has been aligned with the company’s business objectives to support its efforts in implementing consistent and focused marketing activities. This approach enables Parsons Containers Group and its divisions – ContainerContainer and U Hold the Key to further raise their profiles nationally, with a focus on the North East of England and educate clients and prospects on its full proposition, to support lead generation.

We refreshed the ContainerContainer brand and created a new website which clearly identifies the three main strands of the business – container hire, container sales and container conversions, making the customer journey simpler. The new website has helped ContainerContainer to communicate its proposition, whilst reinforcing its expertise through client testimonials and case studies and ensuring important information is readily available to engage more effectively to the right target audiences. 

“We engaged Horizon Works to redesign the website of one of our core services and brands, ContainerContainer, and it was critically important that the result was positive and influential to our positioning in our target markets. The team at Horizon Works were receptive to our requirements, have a comprehensive range of skills and experience and worked closely and professionally with us to develop the required result.”

Ean Parsons, Managing Director

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