Marshall & McCourt is an independent plumbing, heating and electrical business, providing services across Northern England and into the Midlands, as well as delivering larger specialist projects, such as renewable energy installations.
As well as its growing B2C customer base, the business also delivers a comprehensive range of professional services to trade clients, such as landlords and property developers, with key services including renewable energy solutions (biomass, heat pumps, solar and under floor heating), Smart Home technologies, gas boiler installations, and luxury bathroom installations.
With the business committed to providing a high quality and customer focused service, always striving to develop long-term relationships with its stakeholders, it had experienced steady growth year on year through limited marketing activity.
However, the client realised that in order to increase the current level of sales, profit margin and market share, there needed to be a more sustained strategic marketing programme, which targeted each individual area rather than a generic approach.
Following an audit of existing marketing and communications strategy, Elevation Marketing created a comprehensive marketing plan, which focused on business objectives, targeted audiences, key sales propositions / brand messages, marketing communication activities and evaluation methods.
Key messages were created for a specific range of audiences (customer personas), and a series of marketing activities were employed to deliver the messages.
To begin, Elevation Marketing developed a new brand identity for the business, which provided a strong visual presence in a saturated marketplace.
Elevation Marketing designed and built a new mobile responsive website to reflect the various services the business offers. This included a wide range of features and functionality:
- Scrolling page parallax design
- User-friendly navigation structure based on the three-click principal
- Project portfolio linking to individually optimised case studies
- Targeted landing pages for specific services
- Data capture forms and links to further information pages
- 360 degree showroom tour
- Google maps
- Google analytics
Once the website was built, we implemented a marketing strategy across a range of media including social media (LinkedIn and Facebook), email marketing, regional press advertising, direct mail, PR and showroom events.
In the trading year 2015-16, the business experienced significant growth. Over a six three-month period, the client has noticed a raised awareness of the company and its products, with business increasing significantly throughout 2016. The business is currently on target to reach its highest turnover since launch over eight years ago, of just under £1million.