Case Study
R Collard Ltd
R Collard Ltd is a leading multi-disciplined supplier of demolition, recycling, waste management, haulage, aggregates and earthworks in the South of England. The company supplies high-grade secondary aggregates and sustainably produced ready-mixed concrete.
SECTOR:
Demolition and Waste management
THE BRIEF:
R Collard Ltd approached Handmade Marketing in 2015 to help raise its profile within specific target markets. We were commissioned to initially to produce a monthly e-newsletter and develop submissions for industry awards in the waste and demolition sectors.
THE SOLUTION:
We now provide a full range of marketing services to R Collard Ltd including display advertising and brochureware, industry award submissions, producing a monthly e-newsletter; content updates for www.rcollard.com, media liaison and managing the company’s social media channels.
Handmade Marketing prepare and distribute their monthly e-newsletter including designing it’s email template, building and maintaining a subscriber database by merging and cleaning existing customer contacts obtained from company invoicing systems and from individual contacts of key personnel. This has also included further data cleansing with merged with contacts from acquired companies. The database is updated on a regular basis including data from skip hire customer orders and now stands at over 17,000 contacts. Now at issue 62, we have also developed numerous special edition e-newsletters for company acquisitions, anniversaries, auctions and special offers. We also update their social media channels with consistent messaging.
Over the last 4 years we have also identified a number of awards that would be suitable for R Collard to enter and managed the entire process of producing their award submissions including recommending relevant topics, data research, gathering supporting information and client testimonials. With our help the company has been nominated as a finalist in the Construction News Specialist Awards, MRW Awards, Let’s Recycle’s ‘Awards For Excellence’, CIWM and the Guardian sustainability awards as well as local business award schemes.
Our designers create visually appealing and engaging design work that is on brand including corporate brochures, factsheets, adverts and promotional flyers.
Handmade Marketing are continuously on hand to help with web content of their new website and ongoing updates, whilst our SEO experts ensure the site is reached via their key search terms.
As R Collard have expanded into a number of other areas and acquired new companies we have produced several media campaigns such as their most recent acquisition of RBWS. The campaign itself included arranging coverage in trade /local press and broadcast media, an e-shot to clients and stakeholders, video announcement and social media.
The 20 second promotional video included storyboarding, obtaining footage, brief development and managing post production and in-house editing. All of our promotional videos are then posted on company youtube channels and used in email campaigns.
We have arranged, prepared and submitted numerous feature articles for key launches and initiatives. We are also responsible for managing various press days including the opening of their new washplant in 2015 where we were responsible for all event management of such open days, producing press packs and managing post event contact.
THE RESULT:
The monthly e-newsletter we develop and distribute achieves above average open and click rates compared to peer average performance.
R Collard Ltd have also outstandingly reached finalist status at the MRW awards every year from 2016 to 2019 and at the Construction News Specialist Awards in 2017, 2018 and 2019.
The company also successfully won in the category of Waste transfer and skip hire business of the year at the Let’s Recycle Awards for Excellence in 2017 and selected as finalists in other categories in 2017 and 2018.
They were triumphant winners again in the CIWM Sustainability and Resource Awards for Construction and Demolition project in 2015 and selected as finalist for another 2 categories in 2016. See all award successes.
Our analytics of our social media updates informs us that all channels are growing in followers and allow us to gain insights as to what updates create more engagement than others for our continuing content strategy.
In a period of a year our SEO experts were successful in obtaining and retaining first page position for all of R Collard’s key search terms with consistent improvement on rankings on this first page and increased visits to the company website.
The most recent media campaign for the company acquisition on Raymond Brown Waste Solutions reached exposure in over 12 media titles, including a mixture of trade press, local titles and an interview on local broadcast radio.