Harrington Woodfuel Co originally approached us seeking help with their digital marketing efforts. With this, they were looking for a team who would be able to take over control of their existing social channels and also create an effective online strategy to support the ongoing growth of their business.
In order to progress with the above objectives, we proposed an initial brand workshop which would establish how we could best serve their needs and ensure that our objectives for digital marketing aligned with their internal business goals.
- Complete a brand workshop which would act as a discovery session to inform a brand research piece outlining Harrington Woodfuel Co’s USPs and establish the key priorities for the brand, the audience and where these two segments overlap.
- Carry out competitor research piece to ensure that the Harrington Woodfuel Co social profiles would be distinctive amongst its competitors.
- Use the client’s knowledge and passion for their industry to inspire graphic devices and inform the ongoing content themes that will be used on social media.
The Plan of Action
After initially meeting with the client to discuss their needs, we positioned a brand workshop in order to establish a solid foundation for their ongoing digital marketing efforts. We used this session as an opportunity to better understand their internal brand vision, mission, values, unique selling points and social tone of voice, as all of these elements would be key to informing their online brand strategy.
The first stage of this process involved us internally carrying out a brand audit to establish a benchmark from which to build upon, along with a competitor research piece which would give us a comparative measure for how we would like the Harrington Woodfuel Co. profile to be viewed by customers.
From this, we carried out a brand workshop which was later converted into a branded document to be used internally by the team. We then used this document information to identify the key priorities and core content themes for social and to ensure that all online efforts remained on brand and aligned with the agreed vision for Harrington Woodfuel Co. The final stage of this process involved creating templates and graphic devices which could be used and dispatched on social.
We successfully completed an in-depth brand workshop with the client in which we mapped out the clients ongoing business objectives which would, in turn, inform our marketing objectives. This workshop acted as a brand awareness piece that could be directly fed into the brand’s social media content.
Using all of the information gathered during this research stage, we have since created a brand bible for the Harrington Woodfuel Co social channels, which includes graphic devices and social media templates, to ensure that the brand remains visually consistent across all online channels.
Following from this, we have looked at how building trust with customers through digital marketing and the new visual branding would be transferred over to the existing Harrington Woodfuel Co website, to ensure that any traffic driven to the site through digital marketing led to a trustworthy website which was ready to convert.
As a direct result of the work carried out during this brand workshop in which we identified the clients USP’s, including delivery, trust and user experience, our website review identified how updating the website design would help ensure that customers who hit the website were successfully pushed towards a conversion.
We are now continuing to work with the client to support their ongoing marketing efforts as well as designing a new website to match their updated brand identity and that is ready to convert.