Services

Brand & digital strategy
Copywriting
Design & marketing
Art direction
Literature design

Technologies

Responsive website
WordPress CMS
Visitor tracking & real time analytics

 

caice.co.uk

Understanding the personality of Caice was key

Caice is a privately owned and highly ambitious designer and manufacturer of environmental building product, planning to grow their business significantly over the coming years. As they don’t have a dedicated marketing department, they wanted to work with a specialist brand and marketing communications agency, who could understand them and their market. Then re-design their website and work alongside them to create regular updates and campaigns based on a calendar of activity, while working seamlessly with their IT and sales departments.

Leading not following

We really like the way they’re continually improving what they do, leading their industry by driving it forward. However, their existing website did not do them justice. It lacked the engaging personality and warmth of the people we met face-to-face or and did not talk enough about the great things they do. For instance, to save customers’ time they provide them with software downloads to select the best products quickly and easily for their particular project. They also share their considerable knowledge and expertise by running Continual Professional Development  (CPD) sessions at their customer's offices.

Review competitor websites

Having reviewed competitors’ websites, we found with few exceptions, they were all product driven, saying much the same thing as each other and also lacked personality. So, firstly, we encouraged Caice to think differently about their company, then change the way they engage their market by re-positioning themselves as acousticians, designers and manufacturers of environmental products.

Designing a new website experience

Alongside this, we re-designed the Caice website to accurately reflect the open, supportive and entrepreneurial spirit we found whenever we meet them. A responsive design, it uses photography of the people who work for the company.

We reorganised the navigation around their customers and created new landing pages for each of their key market sectors. Then we created illustrations of typical building configurations, and with the use of simple icons and interactive rollovers, showed which products could be used where.

This is a very simple and intuitive way to communicate a wide product range in an engaging way with quick links off to the relevant product pages.

Turning the website into a lead generating machine

By using off the shelf software services, we're helping Caice to identify and understand what their prospects and customers are doing on their website in real time and enabling the sales team to allocate their time in the most productive way.

New and improved design of product brochures 

We write the copy for new product brochures and create the illustrations, design and artwork the spreads and save as PDF documents for download from the website.

Installation, operation and maintenance instructions are now easier to use

We have designed a new and improved template for instructions in PowerPoint so that Caice can easily make amendments and updates without the need to refer to us. The instructions are A4 landscape, with a sensible point size and line space on a three column grid for easy reading on-site by installers and maintenance people.

Digital marketing 

We interview our clients and regularly write key articles to form the basis of new landing pages for the website and this provides the content for smaller articles posted on social media channels like LinkedIn. Key messages are distilled form this article and used for Twitter campaigns, scheduled and analysed with Hootsuite. We have also developed a base template for outbound emails that can be used time and time again and we change the content base on the key article created. This ensures that Caice's clients and prospects all know what is happening.

Chat on-line producing great results

We recommended that Chat should be installed on the website to give prospects and clients the ability to ask specific questions and engage the sales team quickly and easily. The results have been impressive and after an initial trial, Chat is here to stay, as it provides another channel for people to make contact with Caice.

Sales presentations are more consistent

We've created a high quality PowerPoint presentation in A4 format to help the sales team make better, more consistent face-to-face presentations while saving them time preparing for them. The presentation can be tailored and printed out as hard copies, hence the reason why we created it in A4 size.

 

 

Helpful tone of voice

The tone of voice for the copy is helpful, informal and written in the first person with interesting headlines crafted in tabloid style to grab and hold the visitors’ attention.

We also proposed a very simple way of demonstrating how effective their attenuators are at reducing the noise of fan coil units (air-conditioning units) in noise sensitive places like hotel bedrooms. While the rest of the industry talks about noise reduction, Caice whispers about how quiet their products are and how they’re ideal for rooms where people want to relax and get a good nights sleep.

The new website tells the Caice brand story better than the old one, explaining clearly what and why they do what they do with key benefits and supporting proof points clearly communicated. It gives a real sense of the welcoming and helpful personality of the company and the entrepreneurial spirit.

caice.co.uk

 

 

Want your own success story?

If you want to have a website that provides information around your customers needs, is presented in an engaging way and is a hub for your marketing activities then get in touch now.

Chat online or call +44 (0)118 933 8558