We started by aligning their leadership through the co-creation of a shared digital vision, which we developed through stakeholder interviews, user interviews and workshops with employees. Once we’d identified that sweet spot that intersects what the organisation wanted to communicate and what their audience needed, we developed a communications strategy that culminated in a three year roadmap.
Phase 1 of the roadmap, which was completed in mid 2018, included a refreshed logo and branding, TOV guidelines, a new website with three language offerings, a suite of case studies, a YouTube channel with a suite of videos (which we did the script development for), and a newsletter strategy.
In late 2018, we were appointed content and digital marketing lead, and now work with Plastex on a retainer basis to manage, develop and run all of their campaigns and content across the website, social, paid advertising and print. We also built a bespoke measurement dashboard, and provided training for their marketing team so that it could become an in-house tool.
In 2019, we launched a new design for the site, revamped contact forms across on the site optimised 82 product pages, saw video views, average watch time and total watch time increase, and published a steady stream of content to LinkedIn, which resulted in a 35% increase in followers.
In 2020, we helped the business pivot during the pandemic by launching a campaign to promote new social distancing products, launched sample cart functionality across the site, launched a French site and a Canadian site, resulting in a 239% increase in users coming to the site from France and 22% increase in users coming to the site from Canada in compared to the previous year, and implemented newsletter signup touchpoints across the site, resulting in a 45% increase in signups from the previous year.