ediTRACK

The client

A clear and visible picture of your business processes – what’s that worth? A lot, it seems: if you’ve been working with ediTRACK, typically for every £1 you invest, you save up to £10. So it should come as no surprise that everyone from M&S and Sainsbury’s to AXA and Alliance Healthcare is using ediTRACK’s web-based services to eliminate risks, make smarter decisions, manage complex global relationships and, in doing so, increase sales and profits.

Their needs

The team at ediTRACK first came to us because they wanted to expand into new industries and generate new sales opportunities. They realised that achieving this would involve taking a more formal, structured approach to their marketing activities. Through marketing communications, they wanted to get their business messages out to a wider audience, and raise awareness of their brand to facilitate their sales process. As far as specific tactics were concerned, they had already decided that they wanted a new, more professional-looking website, and that they felt their achievements were worthy of an industry award.

What we did

We felt that ediTRACK’s previous website failed to do justice to an organisation with such a high-profile client base, so we were itching to overhaul it. But first we needed to ensure that everything that we would be working on, including the website, would work together as part of a cohesive, consistent strategy designed to achieve our client’s marketing objectives. So we conducted a thorough marketing audit and used the information we collected to determine which audiences we would prioritise, and which promotional strategies, messages, tools and media we would use to engage each of them.

The main focus of our activities so far has been a PR programme to raise awareness of ediTRACK’s services and expertise and to help generate new sales opportunities. We also have plans to boost the reach of ediTRACK’s sales operations and improve their communication with existing clients.

We worked with our trusted partner company MAXX Design to develop a website that is smarter, easier to navigate and to update, and that focuses more on business benefits than on the technology enabling them. We wrote the copy, optimised for search engines; MAXX provided the design and content management system.

The results

Not long after we started working on our PR programme, our client flew to the Supply Chain Distinction Awards ceremony in Berlin to accept the Supply Chain Technology Award, sponsored by SAP. Having identified the most appropriate industry award, we developed and submitted the winning entry.

“We couldn’t have done it without Resonates’ help. They did a fabulous job,” says Sarah Heath, account manager, ediTRACK.

We are contributing thought-provoking feature articles to ediTRACK’s target media, about everything from supply chain management to cloud-based systems, and our press releases are raising the company’s profile in its target markets.

The ediTRACK website now appears on the first page of search results for keyword phrases that its target audiences use, and is eliciting new enquiries from promising leads – typically larger companies than before. The number of unique visitors increased by 42% upon its launch in late March 2011, and has continued to increase ever since. The number of total visits grew by an impressive 62% in July 2011.

Natalie King, who is responsible for marketing and communications at ediTRACK, says, “Resonates really listen to their clients to understand their needs. And they produce quality work. Nothing ever seems like too much trouble.”

“We made the right choice in hiring Resonates,” adds Sarah. We anticipated that we would require some hand-holding and a company with some degree of patience. Resonates have been on the money and I think that we have already established a good working relationship. The quality of their work is excellent.”

Our view

ediTRACK had traditionally taken care of its marketing in-house. The team cares a great deal about getting things done to a high standard, and about getting the little things right. So at first we needed to gain their trust and show them that we shared their enthusiasm and professionalism. For some organisations it can feel counter-intuitive to outsource part of the marketing function to an external consultancy, but we’re pleased that ediTRACK has taken that leap, and we enjoy working with them to achieve their goals.

Visit the ediTRACK website

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