AT THE BEGINNING
Seta is a long-established, not-for-profit engineering and business training provider which delivers accredited, industry recognised training, including apprenticeships, up to advanced level. As a Group Training Association, they have years of experience in working with some of the biggest, and some of the smallest companies in the engineering, manufacturing, process and related sectors.
Seta deliver to a multitude of clients large and small which includes high-profile brands such as National Oilwell Varco, Rolls Royce, Grundfos and Nissan. Although serving a successful client base and a growing company, Seta felt their brand image and marketing approach did not match or reflect the quality work that they do nor its reputation in the sector.
We knew that by taking Seta on our journey, we could develop a clear brand, messaging and new marketing strategy which would keep them at the forefront of the sector and establish Seta as a leading training provider within its market.
“The team listened carefully to what we wanted; showed a good understanding of our sector and translated the brief into a series of deliverables that we were extremely pleased with.”
Robin Lockwood – Seta
First and foremost, we looked at Seta’s current position which focused on competitor benchmarking, market analysis and understanding current perceptions of the organisation in its market.
Our in-depth marketing health check reviewed all its current marketing activities from messaging, content and marketing materials to PR, advertising, campaigns to its digital presence. We spoke to various stakeholders to understand perceptions and conducted in-depth sessions with the internal team to understand their views on the future direction of the organisation.
This allowed us to gain an in-depth insight into the business and pull together some key findings and recommendations that would act as the foundation for Seta’s new strategic strategy. It was clear that a brand refresh was key to its future positioning.
Our creatives and strategists came together and developed a new strapline for Seta, ‘shaping workforces, engineering the future’ and this fed into the other elements of the brand such as its logo, visual styling and key messages. We used the new brand approach to inform the marketing strategy which focused on how this message would be communicated to their varying audiences in the most powerful way.
When designing the website, it was important that high quality imagery alongside key testimonials from a range of different employers and apprentices was used to fully portray what the organisation does.
Additionally, we ensured that the website contained strong case studies, comprehensive course information, news and downloadable content – ensuring the information was important to its audiences was readily available. We also developed an online apprenticeship application system along with physical materials such as brochures, flyers, banner stands and stationary to keep everything consistent.
THE RESULTS AND BEYOND
Seta’s fresh new brand has allowed them to hold a stronger presence within their competitive market. The new messaging, strapline and website has helped the organisation gain a clear sense of direction and communicate more effectively to its various audiences.
We supported Seta in the implementation of their new strategy which included PR to position them and extend their presence further and growing their social media and digital presence as well as delivering a range of targeted campaigns.
We have now formed an ongoing relationship with Seta. We have worked with them on a continual basis since 2014 as an extension of their team and support them in the delivery of their long-term marketing strategy.
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