One of the latest projects for Manchester Creative Agency Delineo was to provide brand creation and several other accompanying elements for a UK leading engineering inspection company. The client undertakes thousands of assessments on everything from steam boilers to large excavators.

The initial challenge was to produce a reputable, unique business identity and name and after much consideration, Thurra was chosen. This highlights the company’s approach towards its inspections and touches upon the standard of service companies expect. The strapline of ‘everything is taken care of’ was chosen and reaffirms Thurra’s offer of inspection services to individual businesses, from factories to care homes, commercial premises and to insurance brokers and agents.

After finalising the brand name and logo Delineo set to work on other campaign elements of the work. A website was designed and implemented www.thurra.co.uk providing an online presence and point of reference for the range of services on offer. Strong creative headline banners are used on the site, incorporating the mechanical components and parts Thurra inspect on behalf of its customers.

To complete the business identity and roll out of the brand, other marketing collateral was designed and produced for everyday business use. Key collateral included business cards, letterhead, posters all of which reinforce the brand carrying the new reassuring strapline ‘everything is taken care of’. A brochure was written and designed to be used as a communication tool, highlighting the company’s services and the benefits to both target audiences.

To support the unveiling of the rebrand, launch activities were organised including an eDM campaign and has resulted in exceptional results with a huge amount of interest. This consequently has resulted in a significant increase in website traffic.

Vidira, a leading manufacturer of building components, recently tasked Manchester marketing agency Delineo to develop a brand identity and website for its UK launch.

Vidira is now expanding overseas after its huge success in its home country Bulgaria. The new website designed and built by Delineo attributed to this expansion plan as it showcases the extensive product range and expertise the firm has to offer.

Here at Delineo, we are always ready for a challenge and this latest project was no exception. We were tasked to develop a new brand identity for the client and in addition, design and deliver a database driven website.

To begin, we constructed a WordPress site, incorporating a number of innovative features, including a database call-upon function which collated the information into an easy to view format. To assist with the customer journey, a search feature was also implemented, allowing users to quickly search and specifically find the various products by name or code.

To produce a consistent set of product images, our design studio was used to photograph the components, allowing the best possible representation of the products from Vidira.

To create the new brand identity and logo the creative team focussed on the company’s core competencies, such as the high quality and expertise within the Vidira manufacturing process and are reflected in the sleek, modern logo design with industrial connotations. The red widget in the logo represents a Vidira product, its plastic plug. The web banners produced also highlight the company’s expansion overseas with the plastic plug locating the headquarters in Bulgaria.

Contact us today to see how we can help your business with its branding, website and search marketing.

Soundnet a leading supplier of music and video content recently tasked Manchester marketing agency Delineo to develop a digital campaign for its Background Music System business.

The aim of the campaign is to attract traffic and generate leads from businesses looking for a legal and affordable music solution.  The campaign targets pub, bar, shop, restaurants, café and hotel operators, emphasising if they get the right background music in their premises, customers will spend more time with them as their experience will be enhanced.

The key benefits of the Soundnet Background music system is that it’s easily installed into any PC (requiring only a low spec) and Soundnet’s team of music profile experts will formulate a playlist tailored to suit the venue and customer type. It can be updated monthly and can be set to create different atmospheres at different times of the day.

Many premises often use MP3 libraries such as iTunes or Spotify without realising that these services do not grant the commercial use of their music, consequently operators are in  breach of copyright law – Soundnet can guarantee a digital background music service that provides a fully legal solution.

Through extensive research of the most searched for terms and phrases in relation to background music systems for businesses and a full competitor review, Delineo identified the most relevant target audience for Soundnet in order to structure the website content and create the most cost effective PPC campaign.

Delineo refreshed the whole background music section, improving visitor navigation, strengthening call to actions, adding blogs, incorporating imagery and created  fully optimised business specific landing pages (e.g. bars, hotels) to support the targeted PPC campaign.

It was clear early on into the campaign that the right people were being directed to the site without Soundnet having to invest too heavily on Adwords, and those who made contact with Soundnet typically were the ideal prospect and conversion to sale has been impressive.

Within a 6 month timeframe visitors to the website have increased by 200%, with organic rankings significantly improving and searches yielding a 150% increase. In response to the campaign, Soundnet’s Commercial Director said:

‘The SEO and PPC campaign has generated excellent leads for Soundnet, great work Delineo’.

For little over a year, Delineo has been helping to promote a better way of doing business for The Co-operative. Our management of The Co-operative Enterprise Hub social media, an initiative from The Co-operative which provides support and training to businesses across the country, has seen online applications from the client rise by 366% year-on-year. This growth in applications has been attributed to our management of the initiative’s social media.

Before the launch of the campaign, The Co-operative Enterprise Hub had no presence on any social media platform. The organisation approached Delineo to provide a social media strategy designed to increase the number of applications for support, as well as improving the brand awareness of the initiative. The campaign took place on Twitter (@enterprisehub), Facebook and on the company’s official blog.

The social media campaign focused on one particular audience, targeting established co-operative communicators; consultants, co-operative organisations, employees of The Co-operative and relating public bodies. In order to achieve our primary target – increasing the number of applications – the co-operative community needed to be aware of the initiative’s existence and recognise the organisation as the leading authority for co-operative advice and support.

We adopted a co-operative way of doing social media; engaging and interacting with the leading commentators and readily promoting content from other organisations and bodies. The strategy relied on brand advocates sharing the existence of The Enterprise Hub; these users had been using Twitter and Facebook for a considerable length of time – their reach and influence was huge. In order to get the message about The Enterprise Hub to people who might have applied for support, we needed an endorsement for these users.

In order to increase the opportunities for applications on the website, a vigorous blogging strategy was also adopted with posts concentrating on case studies; news from organisations who had benefited from the Enterprise Hub’s support. Each blog was specifically focused on news from inside the organisation in order to demonstrate that, not only did the initiative have their hands full with promoting and supporting the co-operative movement, but also in an effort to generate enthusiasm for the Enterprise Hub; enthusiasm which would be transferred through our brand advocates across the two social platforms.

The implementation of an engaging and supporting social media strategy has led to increased awareness of the initiative, contributing to a wider understanding and awareness of the co-operative movement in the United Kingdom and highlighting a previously unknown arm of The Co-operative.

The social media campaign was started in conjunction with the ability to submit application forms online. Since the social media activity began in March 2010, The Co-operative Enterprise Hub has enjoyed:

Speaking about the campaign, Angela Davies, Co-operative Development Manager of The Enterprise Hub, said:

“Delineo has delivered a truly effective social media campaign for the Enterprise Hub that has undoubtedly played a key role in our recent growth. They’re also great to work with – attentive, hard-working and clear-speaking. I’d wholeheartedly recommend them to anyone.”

This is not the first social media success for the Delineo social media team. Last year, Delineo began the online campaign for Coffee #1, an independent collection of coffee shops in Bristol and Wales.

The social media campaign, which includes Twitter, Facebook and blogging, has amassed 1,617 Twitter fans, 1,942 Facebook likes and drives an average of 168 visits to the site each month.

Contact us today to see how we can help your business with your social and search marketing.

Client: Ecowater is the world’s largest manufacturer of water softening systems and reach out globally to dozens of countries in North America, Europe, Asia and Australasia.

Target audience: Ecowater products are aimed towards households and industrial businesses that suffer hard water issues. Hard water comprises a high concentration of calcium and magnesium (in essence, lime scale), resulting in blocked pipes and ruined kettle elements. Certain areas of the UK are more susceptible to hard water than others, owing to high concentrations of mineral deposits in the ground. Central, north east and south east areas of the UK have hard to very hard water.

Aim of the SEO campaign: The company tasked Manchester digital agency Delineo to implement an SEO strategy for www.ecowater.co.uk  to increase visitor numbers and conversions via search engines, as well as refine and make better use of its ad spend through Adwords.

The Process: The term ‘optimisation’ in SEO does not just mean keyword research. This element is important, but not all encompassing. And so our first port of call with www.ecowater.co.uk was to review the development side of the site, checking everything from hosting and the CMS, to how clean the code was: the fundamental underbelly of the site. The following stages of the campaign for organic search rested on detailed keyword research used to ‘fine-tune’ the website in terms of metadata structuring, on-page content. Internal linking and, of course, external link building.

The core phrase being ‘water softeners’, we built up a ‘map’ of related terminology to inform not only our on-page content decisions, but also our Adwords campaign. This research enabled us to target short and long-tail related language. As part of this organic strategy, we targeted and sought after relevant sources for links, using a variety of methods such as guest blogging. No irrelevant directory submissions were made during this process.

Our approach to Adwords consisted of carefully constructing each ad group for the themes of the website. These refinements led to huge improvements in click through rates as well as substantial savings in cost per click.

Key results:

Between July 2010 and July 2011, we made progress in all areas of search and saw huge increases across all important metrics, including branded and non-branded terms, as outlined in the charts above. Since July 2010, the UK Ecowater site has experienced the following improvements:

• A 284% increase in branded keyword traffic
• A 692% increase in non-branded keyword traffic
• A doubling of successful installs from Q1 to Q2 2011 due directly to website conversions and leads generated online
• Because of continual ad refinement, the click through rate (CTR%) increase from 1.97% to 7.88% between June 2010 and July 2011
• Average CPC (cost per click) 20% cheaper in July 2011 than in July 2010

Challenges:

The challenge was to lift the site up from being in a position where it received relatively few searches and an ad campaign that required some serious refinement and focus.

The challenge for us was to increase visitor numbers, conversions and leads, all of which were achieved by Q2 2011. Focussing on just a list of key phrases simply wasn’t enough and our detailed approach to content, link generation and user analysis led to the above successes.

We’re now looking forward to the launch of a new Ecowater site that has been heavily influenced by in-depth analytical analysis of on-site user interaction.

Contact us today to see how we can help your business with your search and social marketing.

Avnet, who have a long standing relationship with Manchester marketing agency, Delineo, recently set the challenge of promoting HP’s latest utility storage offer, 3PAR, among internal sales staff within Avnet. The main aim of the campaign being to promote awareness within the internal sales staff, of the product, along with the benefits of selling HP 3PAR over competitors products.

The key focus of the campaign engaged Avnet’s internal sales staff through number of different mediums including; eDM, customised landing pages and giveaways for the sales staff. The campaign revolved around playing on the term “PAR” by incorporating a golf theme, using a golf scorecard and pencil, both branded with the logo and product line ”HP 3PAR from Avnet”, this was the giveaway for the top 30 internal sales staff along with a DM piece displaying the line; “Are you up to par with HP 3PAR?”.

In addition to capturing the internal sales teams attention with this giveaway, the whole sales team were sent eDM in the form of a ‘competitive attack guide’ which provided detailed information on the key features and benefits of 3PAR and how it compares with competitors, encouraging sales staff to want to push HP’s 3PAR over competitors products. This information helps inform the sales staff of the reasons their customers should need this product, and with the strong golf imagery, shows the sales team that HP’s 3PAR could help put them a few “strokes” ahead.

The campaign provides all the facts and statistics, and subsequently a reason and desire to sell HP 3PAR over other competitors solutions. It gives the internal sales team all the information they need to sell, along with the benefits to both them and their potential customers, coupled with the engaging competitive golf imagery and the potential for the sales team to “score points with HP Storage”.

Integrated campaign elements: Brand communication, digital, direct marketing.

Manchester Full Service Marketing Agency, Delineo was challenged with building on its previous success with numero by launching a ‘new channels’ microsite, with the launch of a new product range targeting at the ever evolving, multi-connected consumers.

The main focus of the microsite, was to showcase the ‘new channels’ capabilities of numero products in the social media and mobile web theatre. Helping companies monitor customer feedback, discussions and opinions effectively through a range of different platforms. The campaign includes a dynamic mix of elements including; eDM, specific tailored social media, viral YouTube videos and integrated numero website videos.

Keeping in tone with the current identity of numero, the campaign uses striking and eye-catching images, drawing attention to the evolution of the customer and highlighting numero’s ability to not only understand the customer needs but move forward with them and the different forms of communication the end consumers use. Consumers are more switched on and vocal than ever, and with a variety of engaging videos, and provoking eDM, numero are showing the importance of interacting with these customers on a consistent basis with effective results, highlighted by the successful eDM campaign with a 15% click through rate, compared to the average 10% for B2B sales.

By keeping the new campaign cohesive with the existing identity of numero, and increasing it’s presence in the social media and mobile web environment keeps the brand focused on its strengths and fresh in the way numero communicates and interacts with customers.

Integrated campaign elements: Advertising, Brand communication, Digital.

In the summer of 2009, Delineo began work with Liquid Personnel, a specialist social work recruitment agency based in Manchester. It was relatively early days in terms of their marketing plan, so the first task for the Delineo team was to develop its brand and to create a logo which conveyed the caring approach that Liquid takes with its staff and clients.

Having created a logo that reflected the proposition of the business, Liquid Personnel were keen to get the new website off the ground. Designed with the new branding, the pages are complimented by some original illustrations commissioned especially for Liquid Personnel.

Over the past two years, Liquid Personnel have gone from strength to strength, having become the fourth largest provider of social workers in the UK. They have also received numerous awards in recognition of this.

In June, they were awarded the UK’s ‘Best Small Recruitment Business 2011′ at Recruitment Consultant Magazine’s annual industry celebration. This award was considered to be the blue-ribbon award, a hotly contested prize which was entered by over 100 companies from across the country.

On presenting the award to Liquid, the head judge (and editor of the magazine), Jim Tanfield made particular reference to the company’s website, a site which Delineo designed and constructed, saying:

“Considering the competition this year, judges were impressed with the fantastic customer journey, coupled with the website which aimed perfectly at their target audience.”

Paul Cellini, Marketing executive at Liquid Personnel said of the Delineo work:

“We’ve been working with Delineo for over two years now, and they’ve worked with us on diverse projects, from a comprehensive rebranding and new website launch, to the on-going production of professional marketing literature. What we’ve been able to create together is a professional, functional, but most of all welcoming website and brand, which fits so well with our audience. You can check out the website here – www.liquidpersonnel.com“.

Manchester based Marketing Agency Delineo latest challenge was to design a business recruitment campaign with accompanying web and print materials for IT equipment distributor Utopia. Utopia’s service offering incorporates all varieties of IT components such as servers, gateways, storage solutions etc…

The main aim of this business recruitment campaign launch is to attract new resellers to become Utopia customers and purchase the Huawei products. The graphics and message used showcase how Utopia are different from any other type of distributor and it was imperative to communicate they are not main stream, nor corporate and strive to be more unique in their service offering.

Another important element of this campaign is to raise awareness that Utopia is the sole European distributor for Huawei products, one of the world’s largest and fastest growing companies and within the Top 5 most innovative companies in the world.

With regards to the creative for the co-branded campaign promoting Utopia and Huawei, graffiti artists were used for Utopia and the message ‘Strength in numbers’ for Huawei. Both of the visuals work well together but were also carefully designed allowing each campaign to work well in isolation.

The campaign covers traditional, print advertising in industry magazines such as CRN and Comms Business, as well as a website redesign, online advertising banners and eshots. In addition, a brochure, posters and banners were created for Utopia to distribute at various meetings and events, reinforcing the core advertising messages.

Take a look at the website redesign here.

Integrated campaign elements: Advertising, brand communication, digital, sales promotion.

IT services businesses, ICM Business Continuity and Servo came together to form one company in April 2011. This leading IT solutions and managed hosting provider tasked Manchester advertising agency to rebrand ICM and develop a new strapline, to reflect the new business proposition, which focuses on the business benefits it can deliver to its clients.

The tone of voice, typography and language used in the campaign relates to the audience’s business needs and supports the overarching message ‘ICM – making it possible’.  This refreshing approach distinguishes ICM in a competitive marketplace in which the norm is more conventional and staid.

This new branding has recently been rolled out in National and London centric media including The Times, City AM and the Evening Standard to establish the brand amongst key C-level decision makers and to improve lead generation via the website and direct enquiries.

On Delineo’s appointment, ICM’s Head of Marketing said:

“Thanks for your teams work on this. We have had lots of positive feedback about the rebrand and ad campaign’’.

Integrated campaign elements: Brand communication, advertising, web, internal comms.