MA KE HEAD LINES. ACH I E VE YO UR G OA LS Ta king a clos er lo o k a t PR a n d h ow it ca n work effectively fo r yo ur b usin ess.
H E LP IN G TO LAY T H E P IP E LIN E FO R F U T U R E G R OW T H - H ow o u r ex p e r t i s e h e l p e d a p u m p sp e ci al i s t reach ne w mar ket s and b r i ng i t s p ro d u ct to l i fe .
HORIZONWORKS TAKES THE NORTH EAST LEP’S BRAND AND DIGITAL PRESENCE TO NEW HEIGHTS WWW.HORIZONWORKS.CO.UK
ISSUE 2 | SPRING 2015
WELCOME Welcome to the second issue of Crown & Glory – the Horizonworks magazine – which provides you with the latest developments in marketing as well as showcasing some of the great client projects we have been working on over the past six months.
A H IGH FIV E FO R H O R IZO NWO R KS
2014 was a monumental year for the company, we doubled the size of our team and increased the number of new clients we work with considerably. We also strengthened our capabilities within the creative and digital team and as a result have delivered some really exciting projects – some of which you can read about in this magazine This year is a landmark year for Horizonworks as it marks our 5th anniversary – I can’t believe how far the business has come since 2010 and what we have achieved. I hope that you enjoy reading this magazine – it features a wide range of diverse topics and advice relating to marketing. If you would like to discuss any of the articles in more detail, please feel free to contact me.
FRONT COVER Photography taken at Shepherd Offshore as part of the creative work we delivered for the North East LEP.
INSIDE THIS ISSUE News
2-3
Strategy to Delivery – A path to Success
4-5
North East LEP takes its brand and digital presence to new heights
I launched Horizonworks at the height of the recession, armed with a single laptop, a loan for my first month’s office rent and with just one client on the books – it’s fair to say that we have come a long way since then. We now boast a 10-strong team, complete with specialists in marketing strategy, PR, design, brand and digital, and now work with more than 50 clients per year across a wide range of sectors including healthcare, engineering, manufacturing, renewable energy, life sciences and technology.
Samantha Davidson Managing Director samantha@horizonworks.co.uk
Make headlines. Achieve your goals.
This year, Horizonworks celebrates five years in business as a full service strategic marketing company. Here, managing director Samantha Davidson focuses on the journey so far and what the future holds...
6-9 10-14
So why did I decide to launch Horizonworks? I’d spotted a gap in the market to provide high quality marketing from strategy to delivery. I wanted to provide clients with the high level of service they should expect from a multi-layered and multi-disciplined marketing team, where all marketing tactics and resources were available from one source, and provide one clear channel for our clients, as our strapline ‘your marketing team’ demonstrates. For many of our clients, we’ve therefore acted as their own marketing team, performing all of the roles they’d expect from an in-house marketing resource, or we’ve worked as an extension of their existing marketing personnel - bringing additional specialist skills to their organisation. And throughout the last five years, we’ve specialised in creating focused, well informed marketing strategies for clients and then implementing these using the most appropriate tactics – using brand development, public relations, design, digital marketing and direct marketing in an integrated and consistent way in order to achieve results. 2015 is therefore shaping up to be a great year in which to celebrate our fifth anniversary, but while Horizonworks has evolved significantly as a company, our core aim - to deliver what our clients need to make their businesses grow, thrive and succeed, and to deliver it with honesty, integrity and professionalism – is still at the very heart of everything we do.
Helping to lay the pipeline for future growth
15-17
The last five years have been an amazing journey and it’s been a thrilling and fascinating experience to have worked with so many visionary, forward-thinking companies along the way.
Motor dealership’s brand moves up a gear
18-19
Thank you to all of our clients, past and present, for making these five years so special and we are looking forward to what the future holds for Horizonworks.
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EXPANDING HORIZONS
SH ARPEN UP YOUR MARKETING Want to boost your marketing presence, or don’t know where to start? Let our expert marketing team help. Horizonworks is launching a range of marketing seminars in 2015 to help companies get to grips with the marketing process, everything from marketing strategy to delivery. We’ll be offering free guidance and advice on marketing and will help attendees to see their business, and the role of marketing, in a whole new light. Combining a strategic approach to creative thinking, we can provide recommendations and ideas that will make your business stand out. The seminars are free and places are limited so a criterea does apply. They also include one to one sessions afterwards. The first seminar in the series is titled ‘Getting the best out of your marketing - the basics’ and will take place on April 16, 2015. Other seminars in the series will include ‘How to succeed with PR’, ‘Anti-social? It’s time to think again’ and ‘Your brand is your business’.
Seminar: ‘Getting the best out of your marketing – the basics’ Date: Thursday, April 16, 2015 Time: 8.30am-10.30am Venue: Newcastle City Library
To find out more or to book any of our seminars email hello@horizonworks.co.uk or call 0845 075 5955.
WELCOMING NEW CLIENTS Our fifth anniversary year has got off to a great start as we welcome a number of new clients to our portfolio. Horizonworks is working with commercial property development company Argon Properties to develop its brand and website, the accredited and retailerapproved food and drink testing company, Geneius Labs, to create a digital campaign to increase brand awareness, and estate agent Signature to support the implementation of its marketing and PR campaigns while also reviewing its brand. In addition, Horizonworks is supporting diagnostics business development company OLM and sustainable energy specialists Thrift Energy with their marketing requirements and we are working with corporate finance company Rosedale on the development of a new brand and website. We have also recently delivered a new website and creative design work for the North East Local Enterprise Partnership – you can read more about this project on pages 10-14.
We are continuing to implement our growth strategy with the appointment of two new members of staff and a key internal promotion. Alison Cowie and Laura Nee have joined us as Client Marketing Manager and Executive Assistant/Marketing Coordinator respectively, while Jen Dugdale has been promoted to Head of Client Marketing. Alison brings more than 10 years of media experience to her new role of Client Marketing Manager. She has written for a variety of publications and is the former Editor of North East Times, the region’s longest running business magazine. Alison will be using her skills in copy writing, editing and media relations to support her clients in the delivery of their PR and marketing strategies. Meanwhile, our Managing Director Samantha Davidson has continued to demonstrate her commitment to nurturing new talent by appointing Laura Nee as an Executive Assistant/Marketing Coordinator, following Laura’s internship with the company. Laura completed a 12-month student placement at Horizonworks while she studied for a degree in Business and Marketing. With her hard work and natural flair for marketing impressing both the Horizonworks team and clients alike, Laura was offered a full-time position after graduating in 2014. Jen Dugdale, a key member of the Horizonworks team since 2011, has also been promoted to Head of Client Marketing. In her new position, Jen will oversee the quality and delivery of work for Horizonwork’s growing portfolio of clients. Pictured above, left to right: Samantha Davidson, Laura Nee, Alison Cowie and Jen Dugdale.
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ADVICE: MARKETING STRATEGY
STRATEGY TO DELIVERY – A PAT H TO SUCCESS Developing a clear and focused marketing strategy is essential to positioning your company effectively in the market and providing a framework for growth. But identifying the best tactics to adopt can be a daunting task. That’s where Horizonworks comes in … At Horizonworks, we work with a diverse range of clients to develop and deliver effective, tailored marketing strategies. We believe that a clear, focused and wellinformed marketing strategy will underpin a business’s growth and future success. It’s that simple. Often, our clients have limited in-house resources and need support and advice to create an effective strategy to realise their marketing objectives. When developing a marketing strategy, we’ll often undertake a communications audit for a client to get ‘under the skin’ of their business. We’ll talk to a client’s staff and customers about their perceptions and experiences of the business, gain feedback from stakeholders and we’ll also conduct an in-depth analysis of a client’s key competitors. We’ll leave no stone unturned. This information is then used to inform the strategic planning and shapes the marketing tactics which are then used to get results. There’s little point in employing tactics which won’t effectively engage with a business’s target sectors – a carefully honed marketing strategy, therefore, prevents organisations from wasting their money on marketing methods which can’t achieve their goals. For national packaging solutions company IPS, for instance, we generated a new marketing strategy, which also informed our creation of an exciting new brand for the firm – and a trade PR campaign to support its ‘Desto Cup’ product range. Our work was instrumental in driving sales growth and new customers included some of the UK’s leading retailers.
TO P 5 T I PS FOR C R E ATI N G A S U CC E SSFUL ST RATE G Y
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1. H AV E A M A R K E TI N G STRATE GY
Running a business without a strategy is like setting off on a journey without directions. A good marketing strategy is your framework for growth.
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2 . K N OW TH E CO M P E TI TI O N
Research your competitors, examine their activities and benchmark their strengths and weakneses against your own. Stay one step ahead.
ADVICE: MARKETING STRATEGY
More recently, another client to have benefited from our strategic know-how has been Solutions for Accounting, a leading national provider of business and financial software solutions and a Sage Top Ten Business Partner. We were appointed to develop a new marketing strategy and campaign plan, with the aim of building its profile throughout the whole of the UK, and are currently working with Solutions for Accounting to implement that plan through digital marketing and public relations activities.
“We work with a diverse range of clients to develop and deliver effective and tailored marketing strategies. We believe that a clear, focused and well-informed marketing strategy will underpin a business’s growth and future success.”
Our work for IPS, Solutions for Accounting and numerous other businesses demonstrates our ability to take a strategy to the delivery stage. Horizonworks is a full service marketing company and can work either as an extension of a company’s existing marketing resource (for instance, in Solutions for Accounting’s case) or be wholly responsible for its marketing strategy and implementation. When we say we are ‘your marketing team’, we really mean it. And the fact that we offer public relations, brand development, design, digital and social media services means that our marketing tactics will be integrated; a multi-faceted approach, with the right blend of activities, can have a dramatic impact. Take Hyperdrive Innovation for example. Horizonworks was commissioned by the North East-based electronics company to develop a marketing strategy to launch its new range of innovative vehicle electronic technologies. Following this, we developed a new company website and produced new marketing brochures, client case studies, exhibition materials and stationery. We produced new literature that focused on product benefits, supporting the firm as it entered new markets. PR and e-marketing campaigns were also implemented. A year after we began working with Hyperdrive Innovation, it had achieved a 300 per cent year on year increase in sales, with its vastly increased profile playing a key part in this success. We understood the company and its brand. And all of the marketing activity undertaken for Hyperdrive Innovation reflected the key messages we developed with its team. It’s an approach that we’ve applied time and time again for clients. In the education arena, for instance, we’ve worked with Washington-based engineering training organisation Seta, which provides both apprenticeships and commercial training courses, and works with industrial heavyweights including Nissan and Rolls Royce. We have developed a new brand, website and marketing material and have carried out a PR campaign, promoting Seta’s training provision for unemployed young people. Heading to the high seas, our development of a new marketing strategy for independent shipping and freight forwarding company Johnson Partners led to Horizonworks creating a new, contemporary brand, website and marketing materials for the firm. So from companies on our doorstep to international organisations, our strategy to delivery ethos – and our full-service capability – has produced results, and is continuing to do so. Want to know how your marketing strategy can underpin your business growth and success? It’s time to talk. Give us a call on 0845 075 5955 or email hello@ horizonworks.co.uk
3 . KNOW YOU R CUSTOMERS
Are you driving customer demand? What is your customer experience? Are you using the right marketing channels to reach them? Are you meeting their needs?
4. E N S U R E E F F E CTI V E D E LI V E RY
Whether it’s PR, digital marketing, social media or events that are in your plan – make sure multiple activities are integrated and consistent rather than ad hoc.
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5 . STAY A H E AD O NL I NE
Make sure your online channels such as social media, website and blogs are kept up to date – customers will check you out online. Read all of our Top Tips in the Royal Hub section of our website www.horizonworks. co.uk/royal-hub/
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PR SPOTLIGHT: THE INSTITUTE OF WATER
MAKE HEADLINES. ACHIEVE YOUR GOALS.
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PR SPOTLIGHT: THE INSTITUTE OF WATER
Public relations can raise your profile, increase engagement – and produce real results. Here, we take a closer look at this marketing tactic and how it can work for your business... You may be launching a new product, expanding
Our objective was to increase delegate numbers at
into fresh markets, taking on the world with a
the event, which was held last June in Bristol, and
ground-breaking service, or hosting an industry-
increase interest in the conference and the institute
leading showcase event. Your organisation could
among the utilities sector press and water industry
be a start-up, an industrial powerhouse or a major
professionals. In addition, we were tasked with
membership group. But whatever the nature and
managing the media and photography at the event,
scale of your business or project, public relations
and promoting the Institute of Water’s National
should be a key component of your marketing mix.
Innovation Awards, which recognise outstanding innovations within the water industry.
Why? Because achieving positive coverage in the trade press builds credibility, industry profile and
We worked with the Institute to develop key
crucially, reaches decision makers in your sector.
messages around the conference, which were
Because making regional headlines generates
then embedded into all of our PR activities.
interest and goodwill towards your company on its
Horizonworks then implemented a trade press-
doorstep. Because featuring in national consumer
focused PR campaign, engaged with leading titles
outlets, including newspapers, magazines, TV, radio
and websites in the utilities sector, promoted
and online, can help you get your message across
the conference via social media platforms
to a mass market, boosting sales and enhancing
and worked with stakeholders (such as water
brand loyalty - and put your company in front
companies) to spread the Institute of Water’s
of potential backers and advocates. And that’s
message through their internal communications
before we even get to the power of social media
channels. At the conference itself, Horizonworks
to inform opinion, spark conversations and boost
acted as the Institute’s on-site press office, liaising
engagement.
with journalists and speakers, and managing photography.
A recent example of our work demonstrates how employing a combination of PR tactics can make a
Our campaign for the Institute of Water saw us
very real difference, supporting an organisation in
generate pre- and post-event coverage in prominent
meeting objectives and delivering its messages to a
utilities sector publications and websites in the UK
defined target audience.
and abroad, reaching nearly 210,000 readers, and engage directly with thousands of social media
Last year, Horizonworks was appointed by the
users, both directly and through utilities providers
Institute of Water - the only professional body that
and consumer organisations. Conference publicity
exclusively supports the careers of anyone working
was further boosted by our work with internal
in the UK water industry - to promote its Annual
communications teams, while respected utilities
Conference and Exhibition.
journalists covered the event.
The conference is a major event in the water
Most importantly, the conference saw the highest
industry’s calendar: chaired by Heidi Mottram,
turnout in its 69-year history, with 230 people
chief executive of Northumbrian Water Group
in attendance – an outcome which points to the
and president of the Institute of Water, 2014’s
effectiveness, and importance, of PR activity.
programme featured high profile figures from organisations such as Yorkshire Water, Ofwat and
Moving to a very different industry, Horizonworks
Oracle.
delivered a national PR campaign for the Desto Cup,
Photography used courtesy of the Institute of Water, taken at the 2014 Annual Conference.
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PR SPOTLIGHT: THE INSTITUTE OF WATER
a packaging solution designed and manufactured by leading packaging solutions company IPS. We helped IPS reach key trade press titles, securing coverage in a wide range of media outlets including The Grocer, Packaging Europe and Food & Beverage International. IPS recorded a significant increase in the number of sales enquiries following the campaign, which in turn generated new customers including some of the UK’s leading brands and retailers.
“PR is an invaluable part of the marketing mix. I have always taken a holistic approach to marketing and PR has always been part of that.” Dan Barton, the Institute of Water
Horizonworks is also skilled at delivering consumer-focused PR campaigns: our work for long-established motor dealership Vic Young, based in South Shields, has included promoting the firm’s new status as a main dealership for Mitsubishi, after a period of transition following decades as a Nissan dealership, as well as highlighting its community initiatives, apprenticeship programmes and innovative vehicle conversions division, Northern Truck Bodies, in both the regional and national press. Obviously, the organisations highlighted above are three very different entities. But what they have in common is a willingness to use PR to get results – whether that’s boosting awareness, increasing sales, or getting ‘bums on seats’. So if you’re company is not using PR effectively, maybe it’s time you told your story... and made the headlines work for your business. Want to make headlines and reach the right people with your messages? It’s time to talk. Give us a call on 0845 075 5955 or email hello@horizonworks.co.uk
Heidi Mottram, President of the Institute of Water, at last year’s event.
PUBLIC RELATI ONS IN ACTION
P R ACTI V I TY
Trade press-focused public relations campaign
HORIZONWORKS’ INSTITUTE OF WATER ANNUAL CONFERENCE CAMPAIGN
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S O C I A L M E DI A
Promoting engagement before, during and after the conference
PR SPOTLIGHT: THE INSTITUTE OF WATER
Q&A
W ITH DAN BA RTO N, M AR KET ING A N D CO MMUNI CAT IONS M A NAG ER , T H E IN STI TUTE OF W AT ER WHY W AS I T I M PO RTA NT TO P R O M OT E T H E CO NF E R E NC E VIA A PR C AM PAI G N ? We knew who our target market was but they were extremely difficult to reach directly. As such it was important to target them in the places we knew they would look, such as water trade and industry magazines, online industry news websites and internal communications boards. This is where a proactive PR campaign can made a big difference.
WHY D I D YOU CO M M I SS I O N H O R I ZO NWO R KS TO UND E RTAKE THE WO RK? I was aware of Horizonworks for some time and had met members of the team at various networking and marketing events. Once outsourcing PR became viable I was delighted to invite Horizonworks to submit a proposal alongside a few other organisations. I was pleased to say the Horizonworks’ proposal impressed us the most and it was nice to be able to utilise their services, not just because I was already familiar with their staff and brand, but also because they understood what we wanted.
WHAT I M PACT D I D T H E CA M PA I G N H AV E? The campaign had a huge impact which we were able to measure across a number of fronts. Press releases were picked up regularly by the target publications, which was important – we knew the messages Horizonworks had put together and the connections they had made with the relevant press were working. The event the campaign promoted was the best attended event since it began in 1945 and brought in the most revenue – I would certainly attribute a lot of this to a successful PR campaign.
WHAT WAS T H E ADVA NTAGE O F H AV I NG A N O N-S ITE P R E SS OFFICE R AT T H E CO NF ER ENCE? Our conferences include high profile speakers discussing current industry topics the press to our events, however because we are a small company we don’t have
OVE RAL L , HOW MUC H D O YO U VALUE P R AS A MARKET IN G TACTIC ?
the resources to run a conference and ensure journalists take the most from the
PR is an invaluable part of the marketing mix. I have always taken a holistic
event. It was imperative that we had an on-site press officer to take care of this,
approach to marketing and PR has always been part of that – it offers a chance to
otherwise our reputation with the press could have been damaged and the wrong
take a different perspective on the message you’re trying to get out and can buy
messages could have gone out.
credibility with your target audience in a different way.
and this is of great interest to the relevant press. As such, we’re happy to welcome
P R ACTIVI TY
Press liaison and media briefings Full on site media management including photography, media briefings and journalist and stakeholder liaison. People attended the conference, the highest number in its 69-year history
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Readers and online users reached via trade PR campaign
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FEATURE: NORTH EAST LEP
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FEATURE: NORTH EAST LEP
NORT H EA ST L EP TA KES ITS BRA ND AN D D IG ITA L PRESEN CE TO NEW HEIG H TS Horizonworks has been supporting the North East Local Enterprise Partnership (North East LEP) in strengthening its communications and marketing activity, with results including a refreshed brand, creative design work and a new, responsive website. Here, we focus on our work for the organisation.... and how we’re helping to promote the North East area in the process. Photography taken at Gateshead College as part of the creative work we delivered for the North East LEP.
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FEATURE: NORTH EAST LEP
O U R WO R K WI T H TH E N O RTH EAST LO C A L E N T ERPRI SE PA RTN E RSHI P... The North East LEP is responsible for delivering the North East Strategic Economic Plan, bringing investment into the area including the £330 million Local Growth Deal and championing the North East nationally and globally, to influence and shape the continued economic growth of the area. Covering the local authority areas of Durham, Gateshead, Newcastle, North Tyneside, Northumberland, South Tyneside and Sunderland, the North East LEP is business-lead, with its board including representatives from private businesses, higher and further education and the leaders and elected mayor of the seven local authority areas. Its North East Strategic Economic Plan – which sets out a clear strategy for a stronger North East economy - is at the heart of the North East LEP’s work and Horizonworks is now playing a key role in supporting its delivery, bringing to bear our vast experience of working with the public and private sectors and our expertise as a full service marketing company. Commissioned by the North East LEP to refresh its brand, including creative design work, and develop a new responsive website, our work also included working with local SMEs and key stakeholders to develop a better understanding of the issues and potential of LEP communications activity, and using this research to create a stronger and more holistic brand and visual identity for the North East LEP. One of the most important aspects of our work with the North East LEP was the design and build of a new website to champion the North East to national and global audiences and convey the LEP’s strategic objectives, capabilities and support for businesses. The website, www.northeastlep.co.uk, creates a clear, accessible and comprehensive view of the
A series of photographs were commissioned to
We’ve drawn on many of our core strengths whilst
breadth of work that the North East LEP is working
showcase companies and organisations in the
working with the North East LEP, from our creative
on to improve skills, encourage innovation and
North East LEP area - these support key messages
flair and digital marketing know-how to our ability to
support business growth and better infrastructure. It
and provide imagery for the creative campaign and
engage with stakeholders and use research findings
is helping to build the profile of this work with local
website.
to inform messaging and brands. And we’re proud
businesses and organisations.
to have helped promote the North East to audiences In addition, Horizonworks is developing one of
near and far.
And we have also designed a portfolio of visuals that
the projects included in the North East Strategic
support and amplify the LEP’s messages, focusing on
Economic Plan - an online Apprenticeship Hub for
Commenting on our work, Helen Golightly, Chief
the ambition of delivering more and better jobs for
the North East LEP, which will act as a focal point
Operating Officer at the North East LEP, says: “Our
the region, and delivering the North East Strategic
for employers, with information on apprenticeship
mission is to create strong, long-term growth for the
Economic Plan.
schemes and support.
North East economy.
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FEATURE: NORTH EAST LEP
“Building up strong relationships and networks across sectors and industries is essential to achieving this, so, it’s vital that our messages are communicated clearly and consistently to all our partners. With the new website and creative work, Horizonworks has helped us to achieve this aim. “Working with Horizonworks is helping to support our delivery of The North East Strategic Economic Plan and the new website forms a core communication tool for stakeholders, investors and potential investors based around the world. Through better communications we can continue to strengthen our partnerships and deliver the Economic Plan – together we can achieve a stronger future for the North East.” Samantha Davidson, managing director of Horizonworks, adds: “We share the North East LEP’s vision of building a stronger economic landscape in the North East and we have developed a visual style, website and creative campaign which will help to communicate the organisation’s role, activities and objectives.
“It is vital that our messages are communicated clearly and consistently to all our partners. With the new website and creative work, Horizonworks has helped us to achieve this aim.” Helen Golightly, North East LEP “With our roots firmly based in the North East and a proven track record for delivering results and maximising return on investment for our clients, it is a privilege to be using our marketing strengths and experience in both the public and private sectors to promote both the work of the North East LEP and the region as a whole.” For the last five years, Horizonworks has been working with organisations like the North East LEP and companies from sectors including engineering, manufacturing, biotechnology, professional services, renewable energy and technology in developing their brand and communicating their messages across traditional and digital marketing channels. And we’ve made a major impact for our clients by doing this. Want to know whether your brand is communicated effectively among your target audiences? It’s time to talk. Give us a call on 0845 075 5955 or email hello@horizonworks.co.uk
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FEATURE: NORTH EAST LEP
Q&A
WITH HEL EN G OL IG HTLY, CHIEF OPERATI NG O FFICER , NORTH EAST L EP
Left to right: Samantha Davidson, Managing Director of Horizonworks and Helen Golightly, Chief Operating Officer of the North East LEP.
WHAT FACTO RS L E A D TO T H E NO RT H EA ST L EP IM PL E M E N T I N G A R EV I EW O F I TS B RA ND A ND DIG ITAL PR E S E N C E ?
and vision for where the brand needed to be. Through a responsive, proactive and
In March 2014 we published the North East Strategic Economic Plan. This marked
ensure a holistic approach to our marketing and communication needs.
creative approach they brought experience and knowledge to ensure both the brand and the website maximised its potential, whilst providing value for money to
the beginning of a new phase for the North East LEP, moving focus from strategic
partnership to achieve a common goal. Marketing and communications plays
WHAT HAS BE E N THE F E E DBAC K TO THE BRAN D, WEBSIT E AND MAR KE TING MATE R IALS – BOTH INTERN ALLY AN D FROM E XTE R NAL STAKE HO L D E RS ?
a central role in achieving this as well as delivering elements of the plan itself.
We’re delighted with the creative, and have had really positive feedback from all
It is essential that our communication channels are fit to support this - that we
partners, particularly around the website. The site has created a really intuitive
have a brand that people can relate to and understand, and a digital presence
overview of all our work – which encompasses a great range of information on
that provides a platform for us to communicate clearly and concisely about the
business support, innovation, skills and connectivity. It has been built in a way
economic plan and its themes.
that will allow us to continue to grow and develop this information, which we are
economic leadership to being responsible for the delivery of the plan, the success of which will be driven by businesses and organisations working together in
looking at over the coming months. The brand work is a significant part of the site
H OW I M PO RTAN T I S I T FO R T H E LEP TO CO M M UNIC ATE C LE A RLY AN D E FFECT I V ELY?
as well, it has enabled us to clearly define and promote our key messages, and
One of our priorities is to work even more closely with partners and businesses
its people and its growing sectors.
through strong and supporting images, visualise the strengths of the North East –
as the greatest success will only come with a collaborative approach. Clear and building relationships with businesses and business leaders across the North East,
WHE R E WIL L THE BRAND AND DIG ITAL PRESEN CE TAKE T HE LEP?
and delivering elements of the plan itself.
Over the coming years the North East LEP has one clear priority – to deliver the
effective communication is central to this – raising the North East LEP’s profile,
Strategic Economic Plan and deliver more and better jobs for the North East. The
WHAT D I D H O RI ZO NWO R KS B R I NG TO T H E P R OJ E CT?
brand and digital presence is an important part of achieving this as it will enable
Horizonworks helped us create a strong contemporary and professional brand that
us to provide clear, concise, accessible and engaging communications that will
is adaptable and fluid, reflecting the culture and values of the North East LEP. They
encourage greater collaboration and develop a stronger understanding of our
provided an outstanding service from the outset, understanding our ambitions
work, as well as the challenges and opportunities that come alongside this.
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CLIENT SPOTLIGHT: TOMLINSON HALL
HELPING TO LAY THE PIPELINE FOR FUTURE GROWTH An award-winning major pump specialist has used Horizonworks’ expertise to help it reach new markets and give a key product a vibrant marketing makeover...
Tomlinson Hall & Co Ltd has won the UK Pump
But for all the recognition it has achieved, this is
Distributor of the Year Award at the British Pump
not a company which rests on its laurels or takes its
Industry Awards four times, most recently in April
success for granted. That is why, in 2013, it took the
2014. In January this year, it was named SME Of
bold decision to rebrand and re-launch Liquivac,
The Year in the 2015 NEPIC Awards, which celebrate
the innovative liquid ring vacuum pump it has
the great and the good of NEPIC – the North East of
developed and manufactures, and to re-energise its
England Process Industry Cluster. And the company
export strategy for the product.
was also a finalist in this year’s Teesside Business Awards, part of the North East Business Awards.
Liquivac pumps can handle combinations of liquids, gases and fine solids and can perform a
It’s fair to say, then, that the Billingham-based
huge range of operations: they’re used across a
company is recognised across the UK and abroad
wide range of industries, including desalination,
for its expertise in the pump industry. Founded in
chemical processing, water utilities, environmental
1919, the family-run firm is a renowned specialist
management and food and drink processing.
in pump distribution and manufacture and is an
From seawater extraction in the Middle East to land
approved global distributor for major industrial
remediation in the North East, Liquivac can take
pump brands, including DEPA and ELRO.
on many challenges.
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CLIENT SPOTLIGHT: TOMLINSON HALL
Our work with Tomlinson Hall represents a partnership between two NEPIC members - Horizonworks first met the firm at a NEPIC ‘Meet The Members’ event and our relationship has developed fruitfully since then. We were commissioned to develop the new brand for Liquivac, and we have since worked hand in hand with the firm to create a broad range of marketing material to substantially boost its promotion of Liquivac and to support the product’s launch into international markets. Taking a strategic approach to our work with Tomlinson Hall, we analysed the international market opportunities for Liquivac and developed a comprehensive understanding of the product and its benefits to organisations in specific target sectors. This led to the creation of key messages for Liquivac, tailored to specific (and diverse) audiences, which were fed into both the product’s new brand and the visual style and marketing material. The colourful new brandwork gave the product a more contemporary look, with the logo itself generating a feeling of ‘flow’ and movement. We created a new website for Liquivac (www.liquivac.co.uk), which was designed to appeal to end-users and potential distributors, plus a product brochure, sector-specific sales presentations on seawater extraction, food and drink processing, chemical processing, land remediation and utilities, as well as a technical manual and stationery. The project also saw the Horizonworks team work alongside Dave Cockburn, senior lecturer in Games Art at Teesside University, who developed an animation of the pump, which vividly illustrates its operation and components. The animation, boasting the logo we have developed for Liquivac, has been used prominently on the website and in marketing material, such as presentations. We also supported Tomlinson Hall in producing a winning entry for a market visit to Dubai, run in conjunction with UK Trade & Investment, which saw representatives of the firm promote Liquivac to end-users and potential distributors in the United Arab Emirates. Liquivac has huge potential for use in many industrial applications in Dubai and the UAE as it can be applied in desalination – which provides most of Dubai’s fresh water – and in pumping water to aquariums and water features, which are popular in Dubai’s tourist and leisure developments. The pump’s flexibility means that it is ideal for use in the Middle East’s petrochemical related industries – for instance, in spill recovery, chemical processing and in pumping out bilge water from tankers. Supporting Tomlinson Hall in implementing its export strategy, we produced an Arabic-language brochure and sales material to further enhance the range of marketing material used to promote Liquivac during the visit, and liaised with UK Trade & Investment on ensuring that our creative content would be effective for use in the UAE. The new brand, website and marketing material has made a major impact in supporting Tomlinson Hall in promoting Liquivac to distributors and endusers, especially in the Middle East, and has helped the company open up new opportunities in this region. Plus, the Arabic-language brochure has proved to be a major asset in demonstrating Tomlinson Hall’s intent to engage with potential customers in the Middle East. As a full service, strategic marketing company, which specialises in translating complex technical information into messages which get our clients noticed ahead of their competitors, we have been able to bring a vast array of expertise
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CLIENT SPOTLIGHT: TOMLINSON HALL
Above: Colin Simpson, business development director of Tomlinson Hall & Co Ltd (fourth from left), with Fahad Al Thani, Director, Investment Support Section, Dubai FDI (far left) and Shahab Abdulla Shayan, Head of External Affairs for Overseas Offices at the Department of Tourism and Commerce Marketing (far right) with members of the UKTI market visit delegation at the offices of the Dubai FDI. Pump images on previous pages by Dave Cockburn, senior lecturer in Games Art at Teesside University. to bear on the project - and we are proud to be
“Working with the team at Horizonworks has been
helping Liquivac reach new markets in the UK and
a fantastic experience and they have really brought
internationally.
the Liquivac pump to life, with a range of striking creative work, which will form a major component
And in addition to our brand development, design
of our export strategy.
and digital work, Horizonworks has also helped Tomlinson Hall access funding for the Liquivac
“One couldn’t fail to be impressed with the
marketing campaign through the Investment For
proposal from Horizonworks, and the attention to
Growth Fund and the North East Business Support
detail from the onset and excellent communication
Fund – another example of how we support the
has ensured there were no nasty surprises along
businesses we work with.
the journey. It’s not only in delivering tangible products such as a brochure, business cards
Colin Simpson, business development director at
and website, it is the work behind the scenes
Tomlinson Hall, sums up the project: “When we
in the support of all activities that also needs
decided to re-brand and re-launch our Liquivac
highlighting.
pump, we knew we had a great product with many USPs. What we didn’t have was a strategy and a
“Horizonworks’ awareness of the financial
direction for its future development.
support that is available via external agencies has proven invaluable. We have also been supported
“I proposed a total re-vamp and re-think to my
throughout with information and ideas of
colleagues on the board at Tomlinson Hall and
marketing opportunities, not just press releases
was charged with the responsibility of making it
and adverts in trade journals, but entry into
happen.
profile-building annual awards, such as the North
“Working with the team at Horizonworks has been a fantastic experience and they have really brought the Liquivac pump to life, with a range of striking creative work.” - Colin Simpson, Tomlinson Hall
East Business Awards and the NEPIC Awards. “I had met some members of the Horizonworks team at the NEPIC Meet the Members event and
“We were looking for like-minded, forward-thinking
at the same time I had met with the animation
partners when we decided to re-brand and
department from Teesside University and was
re-launch - and we found them.”
very impressed with both. I decided then to offer the opportunity for both companies to meet and
Want to know how full service marketing can help
discuss the Liquivac project. I also had started to
you reach new markets? It’s time to talk.
co-operate with UK Trade & Investment and invited
Give us a call on 0845 075 5955 or
them along to form a steering committee.
email hello@horizonworks.co.uk
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CLIENT SPOTLIGHT: VIC YOUNG
MOTOR DEALERSHIP’S BRAND MOVES UP A GEAR Your brand is more than a logo or motif. It should represent the true essence of your organisation. Here, we explain how Horizonworks has developed a brand for a long established North East company, promoting its values and helping its transition to an exciting new chapter in the process.
For nearly 40 years, South Tyneside-based car
with numerous awards. These include the 2013
its various divisions, including Vic Young Mobility
dealership Vic Young (South Shields) Ltd has been
Service Company of The Year Award and 2013
(its motability arm), Northern Truck Bodies (its
serving customers from both the North East and
Special Award in the South Tyneside Business
specialist conversions arm) and Vic Young Fleet
across the UK. A family-run firm with deep roots in
Awards and the Extra Mile Dealership Award at
Management.
the local community, it has built up a fiercely loyal
the prestigious national Disabled Motoring UK
client base, with two or even three generations
Awards 2013. Vic Young was also a finalist in the
The re-brand also coincided with a period of
of the same families returning to Vic Young time
Dealer Principal of the Year and Used Car Retailer
transition for Vic Young, which became a main
and time again for new vehicles, and a customer
of the Year categories at the national Motor Trader
dealer for Mitsubishi in September 2014, following
retention rate that many companies can only
Awards 2013 - widely regarded as the motor trade’s
several decades as a Nissan dealership. This further
dream of.
‘Oscars’.
increased the importance of giving Vic Young its own, strong identity in both the local and national
In the two years Horizonworks has worked with the
However, the company has never rested on its
company – which have seen us implement public
laurels and last year, appointed Horizonworks
relations activity to support its new and used car
to implement a re-brand of the dealership. The
The core brand was developed by Horizonworks
sales, fleet management, rental, motability and
purpose? To give the company an updated,
to encapsulate Vic Young’s unique place in the
conversions arms – Vic Young has been recognised
modern feel and to create a cohesive identity for
market sector: namely, a company dedicated to
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marketplaces.
CLIENT SPOTLIGHT: VIC YOUNG
customer service and quality which develops a close, personal bond with its customers over many years (shown in the strapline, ‘your lifelong motoring partner’). A contemporary brand? In a visual sense, certainly, but a brand which still draws on Vic Young’s decades at the heart of South Tyneside, and the loyalty it has engendered in both customers and staff. The core brand was then used as a launchpad to create new brands for each of Vic Young’s different divisions, giving them separate identities for use in their own marketing material, but identities which nevertheless marked them as part of the ‘Vic Young’ family. Since developing the new brand, it has been used in advertising campaigns (created and implemented by Horizonworks), plus signage, vehicle liveries, merchandise, stationery and even staff uniforms; it has permeated and supported all aspects of Vic Young’s business. PR activity has reinforced the key messages conveyed in the new brand, focusing on customer loyalty, testimonials and service excellence, and we have also worked closely with Mitsubishi to ensure that this exciting new era for Vic Young continues to be marketed effectively both locally and nationally. Horizonworks’ brand development work for Vic Young illustrates just how important it is to get to the heart of a business – its true personality and character - in defining its brand, and how a brand then cascades through all marketing activities, and of course throughout the business. Indeed, we’ve worked with a diverse range of other clients in developing their brands, including independent shipping and freight forwarding specialists Johnson Partners, North East law firm PGS Law, biomass solutions provider Gaia Heat, electronics company Hyperdrive Innovation and the North East Local Enterprise Partnership. What they have all had in common, though, is an understanding of the importance of their brand and its role in creating positive perceptions and building a strong profile. Maintaining an ongoing brand development programme that is embedded into the wider, bespoke marketing strategy is vital in developing a powerful brand – and we can help your company achieve this, whatever sector you work in. Want your brand to reflect the essence of your organisation? It’s time to talk. Give us a call on
Above: Examples of our customer-focused advertising campaign for Vic Young. Left hand page: Vic Young, Managing Director of Vic Young with customers Maureen and Annabelle Brand.
0845 075 5955 or email hello@horizonworks.
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