Rare worked with Reliance, the UK division of a global water controls and plumbing systems brand, to deliver a comprehensive review of their local brand presence and marketing strategy followed by the implementation of an integrated, cross-media plan to boost market share for the brand.

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The Challenge

The initial challenge was to conduct a comprehensive market review and brand audit, using the insight gained to construct a marketing strategy to deliver growth.

A key outcome was the decision to revamp the UK brand identity to provide greater focus on product positioning and audience reach. This project required a sensitive approach, balancing local needs with the wider global brand architecture. The strategy creation was to address a number of marketing initiatives including a complete rebrand of the UK company, marketing collateral creation and updates, exhibition insight and assistance, merchandise material, commutative materials, web revamp, work wear branding, new product launch plans and much more.

The Strategy

Reliance UK primarily focuses on the built environment and its products can be found in many prestigious building projects. Overall brand awareness was low, however, so core to our adopted marketing strategy was a clear communications focus on key project influencers.

A core literature suite was developed to provide different levels of information to each audience group. This included product specification guides, project case studies, application sector brochures and supporting technical information sheets. The existing product catalogue was redeveloped into a product guide and separate price list, with information presented in a revised format designed to make navigation easier and more instinctive.

New photography was commissioned to provide striking hero product images and a bank of project reference images for use in the marketing communications suite.

The Reliance UK website was also given a facelift and content was redeveloped in line with the overall marketing strategy. An SEO audit was conducted, and activity plans adjusted, as part of the deployment of a coordinated digital marketing strategy. Communications programmes included the use of third party email and digital product directories, a PR programme focused on architects and specifiers, and a revised trade show presence.

Finally, recognising that the success of the strategy would call heavily on the work of the internal teams at Reliance, the market launch was supported by internal branding and communications at the Evesham site, including new work wear and internal signage and displays. Several interactive sales tools were also developed to assist in customer presentations and to help ensure consistency of message.

The Result

The branding work and product repositioning has been well received, both internally and within the wider market place. Reliance is now much more visible within its industry sectors, leading to increased awareness and engagement in the brand.

Since the website update, web traffic volumes have grown by more than 25% with significant increases in page views, on-site dwell time and, most importantly, literature downloads, enquiry form completions and lead generation.

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