Coastal Fire Services
Implementing a successful digital transformation
1684%
increase in website users
50%
of users attracted from organic search engine results
637%
increase in engaged sessions
53%
engagement rate
Coastal Fire Services has built a strong reputation in Newcastle by helping business owners navigate the complexities of fire safety compliance.
With a diverse range of services tailored to various building types and businesses, they have become a trusted name in their industry. Their commitment to excellence and attention to detail stems for their passion for saving lives and protecting property. They go above and beyond for their clients to ensure fire safety systems are not only functioning at optimal levels, but also to ensure the safety and compliance of their clients.
*Statistics are 3-month pre-launch versus 3-months post-launch comparison.
The situation
As Coastal Fire Services’ offerings expanded and their business grew, their digital presence needed a significant upgrade. Their team came to us looking for guidance, so we started out with a comprehensive marketing strategy that took into account all relevant aspects of marketing for them.
- The brand was outdated and didn’t help them to stand out from their competitors. Their team wanted something modern and fresh to reflect their business as it is now.
- Their website was not responsive or positioned for successful search engine optimisation (SEO), and the content didn’t reflect the quality or scope of their services.
- The call-to-actions (CTAs) on the website were inconsistent, meaning there was a higher potential for their audience to experience confusion, decision fatigue and a poor user journey, which can reduced engagement.
- Their new service areas weren’t communicated in their marketing, and it wasn’t clear to their audience the extent of services provided and how it could help them.
- There was no clear key message to encapsulates their unique selling point and services.
- The existing sales process was not clearly documented and defined, with many of the details saved in spreadsheets or in a diary.
- Marketing collateral was not up to date and prevented their team from reaching out to prospective clients with details of their services.
- Their digital presence was inconsistent and required a revamp to encourage their audience to engage with the business.
Recognising the need for a modern and cohesive identity, we then sought out to develop a plan of attack that would not only capture their business ethos, but also enhance their ability to connect with their audience.
The plan
The Strategy
We started our journey with Coastal Fire Services with an overarching marketing strategy session, their entire marketing approach. The strategy provides both our team and theirs with the full picture for where our clients are, and where we recommend they go.
This allowed us to develop a comprehensive plan tailored to Coastal Fire Services’ needs and understand their goals for their marketing and their business.
An exciting brand refresh
A key takeaway from the initial strategy was the importance of Coastal Fire Services’ branding. The team wanted to stand out from their competitors and capture the attention of both existing and prospective clients. A fresh new brand was on the horizon, and our team of experts couldn’t wait to dive in!
For the brand refresh, we focused on maintaining the core identity of Coastal Fire Services while modernising its appearance to reflect their forward-thinking approach. The updated logo introduces a new colour palette, shifting from the traditional red and black to cooler, coastal-inspired hues of teal and navy. This transition not only brings a modern touch but also aligns more closely with their name and location.
We retained the recognisable flame element to ensure brand continuity but refined it with the new colour palette for a sleeker, more polished look. Additionally, we removed ‘PTY LTD’ from the logo to create a cleaner, more approachable aesthetic. The new branding equips Coastal Fire Services with a cohesive and flexible identity, ready to be rolled out across all platforms while preserving their legacy.
A shiny new website
Another notable aspect of the strategy was their website. It was outdated and no longer reflected their capabilities, values, or the scope and quality of services they provided. It also lacked SEO and was not driving the organic searches that they wanted.
Our skilled copywriters crafted content that highlighted their new services, the business’s history and current positioning, and their community involvement, which meant a lot to their team.
We overhauled the website for user experience and SEO friendliness, with a goal to increase website traffic and lead generation through an effective content strategy. The copy also provided valuable information for their audience and the community.
Implementation
To complement the fresh brand and new website, we endeavoured to implement the marketing strategy, starting with the revision of their capability statement and marketing collateral to improve the tender application processes and their interactions with prospects.
This also flowed into the implementation of ongoing marketing activities to enhance their brand consistency, engagement, and lead generation.
We optimised their digital presence on social media and search engines with detailed content pillars, as well as curating relevant and valuable content for their website to continue to ensure the website is continually optimised for search engines.
Sales enablement
After establishing Coastal Fire Services’ digital presence, we turned our attention to optimising their sales processes. We recommended a series of key strategies, including:
- Reporting and Analytics: The strategy involves establishing a detailed reporting system to track leads, conversions, and sales performance. This data-driven approach will enable Coastal Fire Services to make informed decisions and continuously improve their sales strategy.
- Partitioning Assets: We organised digital assets to streamline access and ensure consistency across all sales materials, in line with their brand and additional service offerings to enhance brand recognition and professionalism.
- Sales Automation: We developed a strategy to automate several sales processes including follow-up emails, lead scoring, and customer segmentation. This will enable the sales team to focus on high-value activities and close deals more efficiently with custom pipelines tailored to the sales process.
- Sales Team Empowerment: We aim to provide ongoing training and resources to set the sales team up for success. This will include developing custom sales templates and implementing tools to track client interactions and progress.
The results
With the sales strategies still to be implemented, the initial results from the branding and website overhaul have been impressive:
- 1,684% increase in website users: Coastal Fire Services saw a dramatic surge in website traffic, with 785 new users in the first quarter alone.
- 637% increase in engaged sessions: User engagement skyrocketed, with a 53% engagement rate, indicating that visitors were more invested in exploring the site and learning about Coastal Fire Services’ offerings.
- 50% of users attracted from organic search engine results: Thanks to the optimised SEO strategy, half of the website’s traffic came from organic searches, demonstrating the effectiveness of the new SEO optimised content and structure.
- Enhanced brand consistency: The new branding and cohesive messaging across all digital platforms strengthened Coastal Fire Services’ identity, making them more recognisable and trusted in the market.
- Higher mobile optimisation: With improved mobile accessibility, Coastal Fire Services reached a broader audience, capturing potential clients on various devices.
The revamped brand, new website and comprehensive marketing strategy underscore the significant improvements in Coastal Fire Services’ brand presence and overall effectiveness, reflecting the successful implementation for their team.
“We love working with The Marketing GP, they have helped us to implement a new brand that sets us apart from competitors and develop a website that we are proud to share with our clients and prospects.
Their ability to capture the essence of who we are and what we stand for in our new website has put us ahead from competitors in our marketing.
Our ongoing work with the team has ensured consistency across all of our resources. We’re proud of the brand we’ve built, and we couldn’t have done it without their expertise.”
¬Rebecca Prince
Commercial Administration Manager | Coastal Fire Services
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