Crown & Glory by Horizonworks

A FOCUS O N T ECHNOLO G Y, I N N OVAT I O N A N D THE F U T U RE - T he ch a llen ges fa c in g a sec to r t h a t ’s dr iv ing the econ o m y – p. 10

BR E AT H E S O M E F IR E IN TO YO U R B US IN E SS - No m at te r t h e s i ze of yo u r b u s i ne s s , P R h as a v i tal ro l e to p l ay – p. 8

MARKETING STRATEGY HELPS DRIVE SUCCESS WWW.HORIZONWORKS.CO.UK

ISSUE 1 | SUMMER 2014

WELCOME Welcome to our first issue of Crown & Glory – Horizonworks’ new publication which aims to provide you with the latest developments in marketing as well as showcase some of the great client projects we have been working on over the past six months.

H ORI ZONWORKS STRE NGT H EN S TE A M A ND CE L E B RAT ES E X PANS I ON

It’s safe to say that 2014 has been a highly exciting year for the company, with the new clients we have on board and the new faces in the team – all of which you can read about in this magazine. I’m immensely proud of what we’ve achieved so far, but I’m in no way complacent: we’ve always believed in delivering for our clients with honesty, integrity and professionalism, and that ethos, coupled with a friendly, personal approach, will still be at the core of all of our work – now and in the future. On behalf of the team at Horizonworks, I hope you enjoy reading this magazine and if you have any feedback, please feel free to contact me directly. Samantha Davidson Managing Director

Left to right: Managing director Samantha Davidson, head of strategy and development Steve Abbott, client marketing manager Kirsten Meaney and designer Ryan Errington.

We’re on the rise after doubling the size of our team in the last 12 months, following increased demand for our strategic marketing and design divisions. We’re pleased to welcome new client marketing manager Kirsten Meaney and designer Ryan Errington to the team, following a number of high profile client wins, as part of our ambitious growth strategy over the next three years. As a result of increased demand for our strategic marketing services – which includes in-depth marketing analysis, strategy development, marketing planning, perception analysis and benchmarking audits – client marketing manager Steve Abbott has also been promoted to head of strategy and development. Demand is already extremely high for our strategic marketing services and more than 75% of our current clients require a strategic component in our work with them.

samantha@horizonworks.co.uk

ON THE COVER

As client marketing manager, Kirsten Meaney will be responsible for supporting the company’s regional and national clients in the delivery of their PR and marketing strategies. Prior to joining Horizonworks, Kirsten worked for construction specialist Carillion where she created and implemented marketing campaigns within the energy and education sectors.

Automotive journalist, Fifth Gear presenter and Hyperdrive Innovation brand ambassador Jonny Smith with his Enfield 8000. Jonny will be working with our client, Hyperdrive Innovation, to create Europe’s fasted street legal electronic vehicle. Read more on p.5.

Horizonworks has also bolstered its creative arm with the appointment of designer Ryan Errington. Ryan will assist the creative manager in the delivery of design, following increased requirement for Horizonworks’ creative services.

M ARKE TIN G SO LUTIO N

INSIDE THIS ISSUE News

Client Spotlight

How Does Your Brand Measure Up?

Breath Some Fire into your Business

Focus on Technology, Innovation and the Future

Make your website work

Creative Gallery

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Horizonworks and Solutions for Accounting staff celebrate their new partnership.

We’re pleased to announce software support provider Solutions for Accounting as a new retainer client. A Sage top 10 partner, Solutions for Accounting is a provider of information systems for SMEs. Horizonworks will be implementing a national campaign to promote new products and raise its company profile.

NEWS IN BR IE F H O R I ZO NWORKS & S E TA TO BOOST N O RT H EAST E N GI N EERI NG S E CTOR

W E ’RE GO ING OUT TO BAT FO R D URHAM CO UNTY CRICKE T CLUB

Robin Lockwood, chief executive of Seta.

Horizonworks with Durham CCC’s marketing team.

We’ve recently been appointed to deliver a range of marketing activities for engineering training association and charity, Seta. This includes a rebrand of the organisation, and the design and development of a new website and marketing material.

We’ve recently partnered with Durham County Cricket Club (CCC) to deliver its creative work – including advertising, brochures and promotional material – and are supporting the club’s marketing team in promoting both on and off-field activities.

The company – whose clients include Rolls Royce and Nissan – is the largest engineering training provider in Tyne & Wear with its own workshops. From its Washington base, the not-for-profit organisation provides engineering apprenticeships, traineeships and both standard and bespoke commercial training courses, with a strong emphasis on ‘hands-on’ learning.

This year, Durham CCC is defending its LV= County Championship title, as well as competing in the Natwest T20 Blast and the inaugural Royal London One Day Cup. The club’s home, the Emirates Durham International Cricket Ground, is now established as one of the North East’s premier venues and hosts major concerts, as well as weddings and corporate events.

Samantha Davidson, Horizonworks’ managing director, said: “I’m thrilled to announce that we’re working with an organisation that is having a positive impact on the North East engineering sector, and especially one that is helping to provide opportunities for people to launch their careers in an industry where there is huge demand for skilled workers.”

Our work for Durham CCC has already included directing photo shoots with a number of star players and creating print, online and outdoor design material for the Natwest T20 Blast competition and a One Day International, and there are exciting plans in place develop the club’s visual identity.

B RA N D I S I N S H I P SHAPE

Horizonworks has worked with independent shipping and freight forwarding company Johnson Partners to develop a modernised brand for the firm, coinciding with its 10th anniversary this year. The new brand was well received by the management team and was swiftly adopted across Johnson Partners’ marketing materials. Johnson Partners has now become a retainer client of Horizonworks and we look forward to working together in the future.

REGENERAT I V E M ED I C I NE CONFERENC E ON T H E HOR I ZON Titled The Pathway to Innovation for Regenerative Therapies, the Regener8 Annual Conference 2014 - which is fully managed by Horizonworks - brings together researchers, developers and innovators to discuss the latest research into regenerative therapies. Attendees will come away with a strong understanding of the current landscape for innovation in regenerative medicine and how the latest technologies are being translated into commercial products and clinical benefits. The Regener8 Annual Conference 2014 will be held on Wednesday 17 September at the University of Leeds. For tickets visit www.horizonworks. co.uk/regen2014/.

INSTITUTE OF W AT ER CONFEREN C E AT T RACTS RECORD NU M BERS A record number of delegates flocked to the Institute of Water’s Annual Conference in June, which saw industry leaders and experts present their views on ‘delivering great service’. The conference – for which Horizonworks delivered both pre and post event PR activity – was attended by 230 people, the largest turnout for the conference in its 69 year history.

A BIG DEA L I N LI F E SC IENC ES We’re proud to welcome on board the world-leading biopharmaceutical division of Parker Domnick Hunter as a new retainer client. Working with its international sales and marketing team, we have developed a content marketing strategy aimed at raising the profile of the filtration and process automation specialists across Europe and North America. We’ll be working with its inhouse marketing team to implement an integrated programme of international thought leadership communications to grow its reputation in the life sciences sector.

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CLIENT SPOTLIGHT - HYPERDRIVE INNOVATION

MARKETING STRATEGY HELPS DRIVE SUCCESS When North East technology business Hyperdrive Innovation decided to go for growth, it appointed Horizonworks as its strategic marketing partner and since then the relationship has gone from strength to strength… and yielded exceptional results.

yperdrive Innovation is really going places. Ingenious, creative and visionary, this engineering company is a prime example of cutting edge British industry. Based in the North East, the firm provides electronic vehicle drive systems for automotive, industrial, offshore and subsea applications. It is at the forefront of electronic and low carbon vehicle technologies, and boasts an impressive track record in R&D – its products include electronic control units, sensors, data loggers and electric vehicle range extenders. When the time came to launch a range of new technologies, Hyperdrive Innovation turned to Horizonworks to develop a marketing strategy which would drive the company forward. The strategy provided both an informed and independent perspective on the markets for its products, and a focus for the company’s commercial activities, targeting increased sales as well as supporting diversification into new markets.

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Receptive to new ideas, but lacking an inhouse marketing resource, the company required a team who could combine strategic thinking with creativity, industry know-how and the ability to deliver results. Working with Horizonworks, that’s exactly what it received. Last year, we undertook a thorough communications audit for Hyperdrive Innovation, looking at the business through the eyes of staff, customers, directors and competitors, analysing its market… and leaving no stone unturned. This benchmarking exercise allowed us to set new marketing objectives, define the company’s messaging and recommend a programme of tactical PR and marketing activities – creating a blueprint for the future. The marketing strategy was well received by the firm’s management team and we were appointed to deliver our recommendations. We’ve since undertaken a wide range of activities for Hyperdrive Innovation, from creating a fresh, modern brand, developing a new website and producing marketing

CLIENT SPOTLIGHT - HYPERDRIVE INNOVATION

brochures, to rolling out an e-marketing campaign, implementing a PR programme and designing exhibition materials. Their successful and timely completion has been underpinned by a finely honed marketing strategy. Hyperdrive Innovation has also benefited from Newcastle Science City’s business support services (Horizonworks is one of Newcastle Science City’s four approved providers of marketing services as part of the business support programme) and investment from Rivers Capital Partners, which manages the Finance for Business £7.5 million North East Angel Fund. In addition, we’ve helped the firm to access the Investment For Growth funding stream, which supports SMEs in the North East, and funding from GrowthAccelerator, which is designed to support high growth businesses. The results of Horizonworks’ holistic approach have driven a step change in Hyperdrive Innovation’s business, providing the tools to effectively showcase the company and its achievements and providing reassurance of the quality of its products and service delivery. Our work has created the right perceptions to build its brand in the marketplace to support project bids and generate incoming enquiries for larger contracts and R&D collaborations. In short, we’ve helped to position Hyperdrive Innovation as a major player, with the ability to compete on a national level. And in February 2014, the firm recorded 300 per cent year on year sales growth as a result of new product developments and securing national R&D contracts. It has been thrilling to work with such a forward thinking company and to see it thrive, with a tailor-made marketing strategy providing the bedrock for both its current success and future expansion. In the words of Stephen Irish, managing director of Hyperdrive Innovation: “The strategy provided an excellent insight into our business and a marketing roadmap to drive forward the ambitious growth of the company. Horizonworks’ approach to working with us is constantly evolving to support the needs of our business, from strategy development and rebranding to raising profile in industry press and targeting new clients.” Proof, if it was needed, that a focused, effective marketing strategy should be at the heart of any organisation. Read More >>

Automotive journalist and Fifth Gear presenter Jonny Smith has recently become a brand ambassador for Hyperdrive Innovation. With the support of the company, the self-titled ‘car pervert’ is converting a 70s built Enfield 8000 into Europe’s fastest street legal electric vehicle. Hyperdrive Innovation will be powering the car with its innovative lithium-ion battery pack which utilises military cells normally designed for extreme applications. Pictured left: Hyperdrive Innovation managing director Stephen Irish welcomes automotive journalist Jonny Smith and his Enfield 8000 to the firm’s new Sunderland-based engineering facility.

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CLIENT SPOTLIGHT - HYPERDRIVE INNOVATION

F R O M S T R A T E G Y T O D E L I V E R Y. . . WITH HORIZONWORKS

Q &A WITH ST EPHEN IR IS H

MANAGING DIRECTOR, HYPERDRIVE INNOVATION WH Y W AS I T T H E R I G H T T I M E TO EM B A R K O N A MARKE T I N G ST RAT EGY EXER CI S E? We initially set up the business to serve the automotive industry, but were becoming more and more aware of emerging opportunities in other applications for our new products and engineering services. It was important for us to look at the bigger picture before making any significant investment in our marketing programme. WH Y D I D YOU E N GAGE W I T H H O R I ZO NWO R KS? We were initially impressed by their technical capabilities and industry experience – working together they demonstrated a willingness to get under the skin of our business by speaking to clients, partners and colleagues, and this gave us confidence in their process. WH AT I M M E D I AT E I M PACT D I D T H E ST RAT EGY HAVE ? The strategy helped us to prioritise as a business and backed up decisions for how our brand should be developed to position us more effectively in both the automotive industry and in new markets. HAS I T WORKE D ? I have no doubt that the investment has paid dividends as our brand is now so much stronger and we have gone on to win bigger commercial contracts and higher profile technology collaborations. Our profile has been enhanced through timely coverage in quality engineering publications, such as IMechE Professional Engineering, and we now have the brand collateral to back up our business proposition.

“Horizonworks’ approach to working with us is constantly evolving to support the needs of our business” - Stephen Irish

WH AT ’ S N E XT ? We retain Horizonworks for all of our marketing and communications. Following a move to new, bigger facilities at the Future Technology Centre in Sunderland, we’re currently embarking on a business development campaign to increase our client portfolio and help move us further up the supply chain in the automotive, marine and industrial low carbon vehicle markets. Want a marketing strategy that really works for your business? Give us a call on 0845 075 5955 or email hello@horizonworks. co.uk.

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ADVICE - BRAND

HOW DOES YOUR BRAND MEASURE UP?

CASE STUDY

A powerful brand is vital for positioning your business, creating positive perceptions and building a strong profile: defining your brand is essential if you want to engage with your customers.

our brand extends far beyond your logo, name, website, ad campaign or PR - these are simply the tactics to deliver it. Your brand encompasses everything you do that connects people to your business, internally and externally. DEFINE YOUR BRAND Ask yourself a few questions about your business: • What is your core purpose? • What is your brand promise? • What is the personality of your business? •W hat are your company values, vision and mission? The answers should help you define your brand. However, it is important to review internal and external factors that have an influence on your brand, specifically your customers, contacts, employees and competitors. DETERMINE PERCEPTIONS A useful way of understanding what your customers, employees, suppliers and contacts think about your business is by conducting a brand audit. This gathers information from a sample of contacts and feedback is provided on their perceptions of your business. Typically, it can reveal what they believe your business stands for, how your company is benchmarked against your competitors and how it is positioned within your sector. UNDERSTAND YOUR COMPETITORS It is also useful to understand what sets you apart from your competition. In order to position your brand successfully, you need to understand what other companies are doing in your sector and how your business is positioned in relation to them. Every market has competitors. You need to understand who they, what they do, how they

communicate and how they are viewed, as this will have a direct impact on your brand. WHAT MAKES YOUR BUSINESS UNIQUE? The characteristic that makes your business unique will help you beat your competitors. This should be communicated in everything you do, including your brand. Some companies incorporate a strapline (or slogan) into their logo to communicate their point of difference. It is worth considering your unique selling proposition (USP) when reviewing your brand as this is what will make you stand out. It is sometimes the slogan that people remember, ahead of the logo. CONSISTENCY, CONSISTENCY, CONSISTENCY Whatever tactics you use in promoting your brand, it is important to convey your brand message. We are bombarded by messages every day, so make sure that your brand efforts are on the right platform - one that communicates with your audience. Be clear about your campaign objectives and make sure that they achieve brand consistency. Like any other part of your business, your brand evolves with your company. A well managed brand is constantly tweaked to reflect the growing needs of an organsiation. This can be in a message or a refresh of your image. Companies need to be serious about 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 marketing strategy is vital to developing a powerful brand. Need support in developing a new brand or re-working your existing brand? Get in touch today, call us on 0845 075 5955 or email hello@horizonworks.co.uk.

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ADVICE - PUBLIC RELATIONS

BREATHE SOME FIRE

INTO YOUR BUSINESS For eight years, Deborah Meaden has been a fixture on the Dragons’ Den panel. During that time, the entrepreneur, who made her millions building up a family holiday business, has invested in businesses as diverse as The Running Mat, a portable outdoor fitness product and MyDish.co.uk, a so-called ‘Facebook for foodies’. It’s fair to say, then, that Meaden knows what she’s talking about. And when she opined, that it wasn’t worth businesses spending anything less than £3000 a month on public relations activity, Meaden demonstrated just how much value she places in PR – and the benefits it can bring to a company. She was referring, in this instance, to national PR campaigns, but later suggested that it was, of course, possible to spend lesser sums on targeted public relations. The message, though, remained the same: that PR is necessary and whether you are a start-up or a multi-national, it has a vital role to play. Simply put, for organisations looking to forge ahead, PR shouldn’t be an either / or decision. In this digitally-connected world, the

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arguments for incorporating PR as part of the wider marketing mix are now more powerful than ever. Today’s consumers are exposed to hundreds of messages, across all media, every day. Brands need to inhabit many spheres, just as consumers do, so we regularly talk to our clients about integrating PR with other activities to maximise the effectiveness of a campaign and ensure consistency. PR provides a lens through which audiences view all your other marketing tactics and if you’re not managing your reputation effectively then other communications have to work harder to get consumers’ attention.

“PR is necessary and whether you are a start-up or a multinational, it has a vital role to play.”

ADVICE - PUBLIC RELATIONS

Consumers want reliable information from a credible source – PR enables that to happen. If advertising is about frequency and volume, PR is about being proactive in engaging creatively with your audiences and about achieving impact via the messenger, whether that’s a renowned commentator, industry sector ‘bible’ or popular drivetime radio show. PR is what others say about you, not necessarily what you say about yourself, and when a message is seen to be delivered by an objective third party, such as a journalist or credible stakeholder, it can be much more persuasive. Here’s a word of warning though: media-savvy consumers – especially in this age of usercreated content – are increasingly able to spot a PR story a mile off. Any PR activity, therefore, needs to be engaging, honest and crucially, relevant. A skilled, experienced PR practitioner will identify the most effective story to tell about your business and manage relationships with key influencers (for instance journalists, stakeholders or other partners). PR, however, isn’t about running a press office or simply churning out an endless stream of press releases. It’s no different to any other part of the marketing mix in that you need to define and understand your audience, be clear on your objectives, have the right message and be creative. It’s still about communicating the right message, in the right way, at the right time, to the right audience. And of course, PR activity shouldn’t be limited to securing coverage in traditional media outlets: depending on the nature of your products and services, social media channels, such as Twitter, LinkedIn and Facebook can be used to promote your business, establish its tone of voice and engage in a highly valuable, two-way relationship with your existing and potential customers. It can even give you an opportunity to run a campaign based around your customers’ content, reinforcing their engagement with your brand. Deborah Meaden certainly didn’t bag her place on the Dragons’ Den panel by ignoring the value of a well executed communications strategy…so if your business isn’t engaged in PR activity, maybe it’s time to heed her wise words – and make it your priority. Make PR work for your business. Call us on 0845 075 5955 or email hello@horizonworks. co.uk.

Mike McColl, managing director of Securiclad.

CLI ENT CA S E ST U DY - SECU RIC L AD It works with high profile organisations across the UK and abroad. It manufactures an innovative, highly specialist, marketleading product. But for Securiclad, which produces high security modular panel systems designed to withstand attack from burglars (or even terrorists), and safeguard ‘mission critical’ equipment or hazardous materials, client confidentiality is often paramount. This means that in many cases, the company’s success stories can’t be revealed: Securiclad’s systems are often used in sensitive facilities, such as server rooms within Government infrastructure, where the least said about their exact location (and what material is used to protect them), the better. Generating publicity in the traditional way, therefore, can be a real challenge. Appointed to deliver a PR and marketing campaign for the North Tyneside-based firm, Horizonworks’ has overcome this problem by engaging with the trade press and positioning Securiclad’s senior personnel as experts in the physical security field, leading to the publication of profile-raising articles in magazines such as Data Centre News, FM World and Professional Security.

We have also secured product features in the specification and security press, highlighting the panel system’s benefits to both contractors and end users. The result of this strategy? Let’s leave it up to Securiclad’s Claire Sales to explain... “Horizonworks has challenged us to look at marketing from a fresh perspective and I believe that the material and advice that has been generated will open new doors for us. The editorial opportunities we have been presented with and publications we have featured in since working with Horizonworks have really put us in the spotlight.”

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FEATURE

A F O C U S O N T E C H N O L O G Y, INNOVATION AND THE FUTURE

Technology and innovation are playing a key part in driving the economy... but companies at the forefront of these sectors can often struggle to get their messages across. This article illustrates how this challenge can be overcome. During Horizonworks’ lifespan, we’ve had the pleasure of working with truly exciting, visionary companies, who have developed new technologies, or adapted existing systems and made their mark on new markets. These firms can be large or small, and inhabit sectors from finance to healthcare, security to finance. However, they’ve all faced a similar challenge: to show how a complex, highly technical product or service can be used in the real world. To make it appeal to end-users in

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real market sectors... not just to their peers at industry get-togethers.

strategy which provides the bedrock for growth and a framework for the future.

Our approach to marketing these companies ensures that they can meet this challenge and thrive, and takes them from strategy development to implementation.

When we move to the implementation stage, we’ll take complex ideas, which are often underpinned by technical specifications weighed down by jargon or tech-speak, and translate them into clear, concise messages which resonate with end users. And we’ll deliver this using a range of methods, including brand development, design, public relations campaigns and digital marketing.

We will look at a business through the eyes of its staff, customers, directors and competitors, gaining an in-depth understanding of the organisation. From this, we can create a

FEATURE

CASE STUDY

Take mediwikis as a case in point. The product, developed by Gateshead-based entrepreneur and Britain’s Top Role Model 2013, Stuart Maitland, provides medical students with free access to a collaborative revision website. It effectively creates a virtual community and the site is tailored to each university curriculum and encourages the sharing of information, ideas and resources to support student learning. We were tasked with supporting the launch of mediwikis into the 37 medical schools across the UK. Our approach included interviewing decision makers at medical schools to assess awareness of the product and this research led to the product being rebranded from its original name ‘uniwikis’ to ‘mediwikis’. Horizonworks then created a distinctive brand and clear visual identity for online and offline materials to position the product as an essential tool for the medical learning environment. The You Company – a health and wellbeing organisation – also offers an online community platform, known as YETI. Horizonworks is working with the firm to enhance its marketing programme and develop a strategy to provide the blueprint for future marketing activities. Teleware presented another challenge. Last year we worked with the company – which provides integrated communications solutions including call handling applications – to introduce its services to the healthcare sector, and raise its profile among NHS procurement personnel. Already established in the financial sector, Teleware’s push into the healthcare market was backed by the development of a clear sales proposition by Horizonworks, and marketing material to support this. In addition, we’ve recently been brought onboard by Solutions for Accounting - a national accountancy finance and CRM software provider (and a top 10 strategic partner for Sage) - to create and deliver a marketing strategy to drive sales and increase its profile among target businesses. The firm, which has offices throughout the country, has little in-house marketing resource and appointed Horizonworks to develop a creative campaign aimed at existing and prospective Sage users, and IT and accountancy firms who could refer Solutions For Accounting to their clients.

High security panel manufacturer Securiclad provides effective protection for data centres, helping to prevent damage and theft.

Innovation doesn’t start and end with software or websites though. Securiclad, based in North Tyneside, had developed a premium, high security modular composite panel system designed to protect server rooms, critical infrastructure facilities and hazardous substances from the physical threats posed by criminals. We’re currently engaged to deliver PR and marketing activity that promotes this ingenious example of manufacturing prowess to the likes of data centre owners, facilities managers and utilities chiefs.

“We’ll take complex ideas... and translate them into clear, concise messages which resonate with end users” And the application of our strategic know how and focused marketing activity for Hyperdrive Innovation, a North Tyneside company which provides electronic vehicle drive systems, is also generating significant results. In February 2014, the firm recorded 300 per cent year on year sales growth as a result of new product developments and securing national contracts. The company’s technology is ground-breaking, but we’re ensuring that its messages open more doors to success. Your message is all important – make sure it’s heard loud and clear by the people who matter to your organisation. Get your message across – call us on 0845 075 5955 or email hello@horizonworks.co.uk.

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ADVICE - DIGITAL

VIE W M O R E O F O UR D IG ITA L WOR K AT WWW.HORIZONWO RKS .CO.UK/WORK

MAKE YOUR WEBSITE WORK – C R E AT E I M PACT O N L I N E For many people, your website is the first contact they will have with your business. It is important that their first impression is a good one, and makes them want to explore your organisation - and engage with it. Here are some tips for creating a successful website:

Your website needs to be a reflection of your business, and should, in a succinct way, highlight your USP, and the way your organisation can benefit target users. Your website, therefore, should be informed by a clear, focused marketing strategy and complement other elements of your marketing activities. It can be your shop window, a key way of engaging with stakeholders and customers, and a route to market.

BE CO NS ISTE NT You need to be consistent across all marketing materials - including your website. The brand style you have developed, with its logo, colours, fonts etc, must be uniform as this will strengthen your brand and give your website a professional appearance. Remember that your homepage is the gateway to your website, so think about what you want users to be able to do at the beginning of their web journey. Remember to include a call to action - e.g. ‘Call us today for more information...’

When briefing web designers and developers, you need to clearly inform them of the functionality you want from your website, i.e. do you want to simply convey information, or do you want to sell products and services directly through your website? Do you want to have a log-in area for use by staff, customers or members of your organisation? Do you want users to fill in an online form for you to follow up? Do you need to capture data on users, which can then be used in the implementation of marketing activities (for instance, in distributing e-newsletters)? Your website should also incorporate your brand, so it’s important that this is reflected in its design, and you should also pay close attention to what you want the user experience to be. Your web designer will have a lot of expertise and be able to offer creative input, but ultimately it is you, who knows the most about your business, who needs to think about the content and message.

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MAKE IT US ABL E Your website needs to be user-friendly and easy to navigate. There should be a maximum of three clicks to reach any content - any more and people will be deterred from engaging with the site. Ensure that menus and sub menus are clear and don’t confuse the user. Also ensure you don’t have any broken links and that all forms work. If your website is being renewed (under construction) or is offline for maintenance, put up a holding page, explaining what is happening and directing users to a phone number and email address so they can still contact you.

ADVICE - DIGITAL

M A K E T E XT L E G I BL E The font used on your website should be of a large enough size, and in a legible style, so that users can read it clearly, regardless of what platform they are viewing it on. You could also include a font resizing tool so that users can change the font to suit their needs. Make sure that the text stands out from the background, and that there is a clear distinction in the colours. Also ensure that the way text and images are laid out is user-friendly. Test your website on different web browsers (Internet Explorer, Safari, Firefox, Chrome) and also ensure that its design is responsive – i.e. that it works on mobile platforms, such as iPhones, tablets and BlackBerrys.

CLIENT FOCUS No two websites should be the same... Businesses have varying requirements and objectives, and websites should be designed from the ground up to meet these.

B E STY L I S H The style of your website should be consistent with the visual style which runs through all of your marketing material (brochures, stationery, etc). Whatever the style of your website - formal, fun, youthful, minimalist – it should still get your message across. A good designer will help you to achieve this. B E SP E E DY If your website is slow to load, users may lose interest. It is important that the graphics and images are optimised so that they appear quickly on the screen. Too many flashing graphics and images may make your web pages look too busy. Make sure that you get the balance right – again, a good designer will be able to advise on this. SE A RC H E N G I N E OPT I M I S AT I O N ( SEO ) It is imperative that you have good traffic inflow to your site and one way of achieving this is through SEO. Your website should rank as one of the top hits on Google for certain keywords relating to your business. Here are some tips for SEO:

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PGS LAW Following a break from the national Quantity Solicitors group, PGS Law needed a website that would provide an individual brand identity whilst communicating the values and trust that the firm has established over its 130+ years in business. Strong photography featuring local South Shields landmarks was used throughout the website design, reinforcing PGS Law’s long established roots in the South Tyneside community. A testimonial slider was incorporated to demonstrate the quality of service provided, and the website played a vital role in re-launching the company as an independent full service law firm. WW W. GA I A H E AT. CO M

• Ensure the title tag is relevant to your keywords - and don’t forget to include your company name! • Ensure your website is frequently populated with unique, well-written content that is focused on your keywords • Submit your website to online directories • Encourage partner organisations to add your website’s URL to their websites Your website is likely to be the first place a prospective customer will go to find out more information about your organisation. Opinions of the company will be based on the user’s experience; therefore it is imperative that the user’s journey is considered, and the website is easy to find, navigate and is consistent with the company’s branding and values. Make your web presence work for you business. Call us on 0845 075 5955 or email hello@horizonworks. co.uk.

GA IA HEAT Given the significant investment required by the clients of biomass solutions provider Gaia Heat, the firm needed a new website that would showcase product information and benefits clearly to increase consumer trust within its expanding sector. The website we designed used a bold visual style, with powerful imagery to define product benefits, generate trust among prospective clients and position Gaia Heat as a professional and credible utilities provider.

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FEATURE

CREATIVE GALLERY AN EXHIBITION OF OUR WORK

Durham Jet’s Mark Stoneman on the set of a photo shoot organised by Horizonworks.

A poster we designed to promote a ‘superhero’ themed fixture against Leicestershire Foxes.

D URHAM COUNTY CRI CK E T CLUB In an effort to appeal to a wider audience than that normally associated with County Cricket, many of Durham Jets’ fixtures were themed and featured additional entertainment.

When Horizonworks was tasked with delivering Durham CCC’s design work – promoting the fixtures of the club’s Natwest T20 Blast team, the Durham Jets – we set out to give the campaign a unique, powerful identity.

We ensured each individual campaign brought out the fun and ‘razzmatazz’ associated with the T20 competition, using the photography to create high impact visuals.

Rather than using typical action photos of cricketers, we organised a photo shoot to capture a number of Durham Jets’ stand out players, each wearing T20 kit and adopting ‘heroic’ poses. This allowed us to create a bespoke visual style across the entire campaign and provided material for the creation of high impact promotional materials including billboards, flyers, web banners and newspaper adverts.

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Key examples include a ‘superhero’ themed match between Durham Jets and Leicestershire Foxes and a ‘Judgement Day’ fixture against T20 champions, the Northamptonshire Steelbacks.

FEATURE

Examples of our new brand work and visual style for PGS Law.

PGS L AW Initial sketches and concepts were therefore focused around a nautical theme.

We developed a new brand for PGS Law, which was previously part of the national Quality Solicitors group, re-launching the company as an independent full service law firm in private and business sectors.

The final icon design incorporated a compass-like arrow symbolising the concept of providing direction and guidance, linking with the company’s existing attributes and brand values as well as its strapline: ‘guidance you can trust’.

To emphasize the company’s long established roots in South Tyneside and to reconnect with existing customers, we felt it necessary to revisit the client’s original logo and deliver a modernised update. The original logo featured the famed South Shields lighthouse as a symbol for providing guidance, just as a lighthouse provides guidance and direction to inbound ships.

The new typography and vibrant colour palette created a clean, modern visual style, reinforcing the company’s heritage but positioning the firm for the future. This visual style was rolled out across a wide range of marketing material.

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