Project: Integrated marketing communications campaign to raise brand awareness, boost online traffic and generate leads
Services: Marketing planning, market research, PR, social media, direct and email marketing, website copywriting.
Results: 50% increase in web traffic and 25% increase in sales over 18-month period.
When it comes to lighting maintenance, commercial facilities managers need a reliable service from a supplier with transparent costs. Quicklight proactively sends qualified engineers to its customers’ sites every eight weeks, anywhere in the UK, to change lamps and fittings that have failed. Facilities managers only pay for the parts the engineers install – there is no call out fee or labour charge.
This simple ‘pay as you go’ approach is unique to Quicklight. Most of its competitors ask their customers to sign up to long-term contracts, where the level of service often diminishes over the fixed term. Quicklight has to provide a consistently good level of service otherwise it doesn’t make any money.
Having previously ‘dabbled’ in advertising – which was ad-hoc and ineffective – Quicklight wanted a complete review of its marketing activities. Together with design agency Maxx Design, we implemented a strategic marketing campaign designed to increase brand awareness and boost online traffic. Using a combination of direct and email marketing, PR and social media we were able to promote Quicklight’s unique service to meet these objectives.
We refreshed the look, layout and copy on Quicklight’s existing website. We set up www.lightingmaintenanceblog.com – a platform to publish informative technical blog articles that would appeal to facilities managers looking for advice on lighting and outsourcing maintenance.
We created a series of direct and email marketing campaigns to generate leads for Quicklight’s sales pipeline. Designed to keep prospects ‘warm’, the campaigns included a memorable keepsake item so that when existing contracts with other suppliers matured, potential clients would remember Quicklight and consider its services.
We developed a tactical PR plan that included researching, writing and placing press releases and contributed articles in key trade titles. We also set up interviews so that key personnel within Quicklight could contribute to relevant industry features.
Over an 18-month period traffic to the website increased by 50% and sales increased by 25%. In March 2013, Quicklight were ranked the sixth fastest growing company in the UK lighting industry.
We wrote and placed feature articles in top facilities management trade magazines including Tomorrow’s FM and Premises and Facilities Management. We also obtained media coverage in Retail Focus, Shopping Centre, Electrical Times, Electrical Engineering and Newbury Weekly News.
Each month we wrote and posted two articles to the lighting maintenance blog, this resulted in an increase in traffic of over 350% during 2013. We use the content generated for the blog and PR campaign as the ‘raw material’ to feed the company’s Twitter and Facebook account, both of which regularly refer traffic back to the website.
As Quicklight’s business flourished, we switched our attention to helping drive its recruitment campaign through PR and social media.
“Whether it be a press release, blog post or article, Resonates keeps finding new ways to help us tell our story. The public relations and social media campaigns have helped boost our reputation and achieved excellent results.”
Andy Cole, Director, Quicklight
The key to a successful integrated marketing communications plan is knowing how to make the most of the different media elements (whether paid, owned or earned), and use them to support a consistent set of messages. We have the experience to know which tactics work well together and, in this case, used them to set Quicklight apart from its competitors.
We really enjoy seeing our clients flourish as a direct result of our hard work. We’ve established a good working relationship with Quicklight, who now value our opinion and trust us to deliver tangible marketing results.