BRAND ID/LAUNCH STRATEGY

Consulting

Strategy

Commercial

Media Planning 

Creative

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“I commissioned Colin to carry out a comprehensive appraisal of my company’s overall marketing strategy, positioning and group-wide visual branding, with a primary focus on launching my Marine Solutions division.

 

His attention to the planning and detail at every stage of the process was second to none, taking me step-by-step through the brand creation and deployment stages, which included an internationalised website, digital presentations, on/offline event advertising and promotion and the production of printed collateral.

 

The marketing strategy was also developed in great detail showing that many hours of research had been carried out. The result has been a solid footing in this highly specialised sector with considered exposure to the market at the Monaco Yacht Show and Global Superyacht Forum.

 

I would recommend Colin for his knowledge of brand marketing and his precise marketing strategies, a true professional.”

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John Pilkington

MD and Design Manager

Pilkington Fabric Engineering Group

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Challenge

Already successful in the land-based environment, the Pilkington Fabric Engineering Group, wanted to expand its operations into the marine sector (onboard Superyachts and Cruise Ship fleets) through a restructure and launch of a new specialist brand.

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Solutions

  • I analysed the market to gain the necessary insight for the Pilkington Group, Marine Solutions (PMS) and Fabric Structures (PFS), to compete successfully in their very different markets.

  • I provided ongoing brand management, creative and production services for the various marketing activities.  

  • I created a new Group brand architecture and visual iD to simplify a complex marketing proposition. 

  • To maximise the budget I sourced additional export funding from UK Trade & Industry (now DIT) to produce two fully internationalised websites - managing the production of the sites in six European and Gulf Arabic language versions to target the Group’s primary business territories.

  • As part of our twelve-month launch strategy for PMS, I also recommended partnering with two specialist media groups; Boat International Media and The Superyacht Group. Between them, they covered the most significant number of audience groups identified at the research stage.

  • I managed all the marketing activities, media buying, P&I's, sponsorship, production of the web banner files and the delegate activities at three premier networking events: Boat International's, Captain's Hideouts at the Monaco and Fort Lauderdale International Boat Shows, and The Global Superyacht Forum at the Marine Equipment Trade Show (MET's) in Holland.

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Results

  • The supporting marketing campaign and event sponsorship achieved high levels of brand recognition and exposure for a niche product, in a niche sector, positioning the company as 'fit and ready to export'. 

  • The campaign reached over 300,000 industry related people and led to several project enquires. The digital marketing campaign
    (run over the three months before PMS's sponsorship of the Captain's Hideout at the Monaco Boat Show) gained just short of 100,000 impressions, with a CTR of 2%. 

  • And as part of the sponsorship deal, we also obtained a high quality 'cleansed' database for ongoing targeting of over 3,000 KDM’s within the marine sector for the PMS sales team to follow-up.

  • These partnerships maximised the available budget and gained the most extensive reach possible to all our audience groups, so achieving the highest levels of brand awareness for PMS.

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