BSC is a long-established Midlands manufacturer that produces high quality finished components for blue chip companies such as Jaguar Land Rover and Budweiser. The owner had invested heavily to expand the business' capabilities, and needed a brand platform and marketing content that would drive the company's growth strategy.
We discussed the business' approach extensively with the owner to home in on the company's target audiences and differentiators. As part of these discussions, we identified that BSC's focus on the quality of the diecast component was at the heart of the approach. Although the customer tended to focus on the quality of the finished and coated product, the underlying casting was key to an impeccable end result. The brand platform and messaging strategy was therefore based on the idea of a perfect casting leading to a perfect finished product. I rolled out this concept into new website copy, brochures and tactical activity.
The new website generated £2.7 million of leads in the first week of going live. The managing director, Les Dudley, said, 'I have never had so many new leads, and they are exactly the type of work I want.' The new messaging has been successfully carried through to customer nurturing activity, such as ezines, and lead nurturing activity, such as eshots.
*This project was alongside the team at Cognition