New marketing strategy and brand for environmental consultancy, Aqua Enviro
Aqua Enviro provide consultancy and laboratory services to a range of markets, primarily focused on water and waste management. They also had a sister company who offer conferences and training called Aqua Enviro Technology Transfer. The aim was to create a marketing strategy for Aqua Enviro Ltd only and ensure their growth continued and help them achieve their strategic goals.
We conducted a period of completive analysis, analysed key data to understand trends, carried out internal staff 1-2-1’s and telephone interviewed a cross-selection of their best customers. This period of insight was really useful in helping us develop a sound marketing strategy based on actual research.
It was clear that there were a number of key differentiators that their customers highlighted that were not being drawn out in their marketing communications. Crucially their customers did not see them as two separate organisations. Their training and conferencing business was driving sales opportunities yet the two businesses were working separately. The business names were quite long and lacked easy recall whilst the brand communications were inconsistent which was causing confusion.
We mapped key target markets, growth strategies, a new brand strategy and identified a clearer way of communicating their key products and services which are vast and diverse. We looked at pricing, conversion and referral strategies, as well as how we could better measure results. Next we planned the activities required to achieve results in each marketing channel including digital (web, email, social etc) and offline marketing such as their adverts, literature, PR and more. A full action plan was crafted to allow them to implement all these vast ideas.
Following the presentation of the strategy it was decided that the two businesses should be merged. This led to the development of a new brand for their newly formed company. We suggested they better communicate the actual benefits of what they did (how they help, rather than what they do). We also ran a workshop to understand what they wanted from their new website.
“Laura really took the time to understand our organisation and begun with a period of internal consultation, interviewing key staff to establish sources of growth and competitive advantage. She conducted indepth insight sessions with key clients and a detailed competitive review. The outcome was a growth strategy that allowed us to really focus on what we needed to do to get the business to the next level.
Laura recommended we merge the two brands and developed a number of brand strategy options to allow us to do this. This was achieved in May of this year and we have a newly formed business ripe for growth.”