The sector: Technology
The industry: Home and Business Security
The Challenge: Develop an online communications strategy for the company’s two leading brands: Securacom4security and Protect Alarms. The online strategy was to involve a separate web presence for both brands, a social relations programme and develop initial media relations activity and supporting marketing collateral.
The Plan: Undertaken an insight programme to understand key messages for both brand propositions; the data gathered through the insight programme help understand audience wants and needs – language acceptance, as well as industry pressures.
From this a series of social platforms, media channels and content was put in place to deliver pre-agreed messaging to generate audience engagement, improve page rank and recruit customers.
New product lines were also introduced following key triggers identified during the insight programme.
A customer engagement programme was also employed to announce the rebrand and promote the new product offerings.
The Result: Both brands were given new websites that are both easier to navigate and which support the company’s sales process. Page rank has been increased, a strategic social engagement programme has increased ‘quality’ follower numbers, leading to greater online enquiries being made, and a geographic marketing programmes is also helping to generate consumer enquiries.
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