Brand Positioning, Proposition Development, Website Design and In-Bound Marketing Roll-Out
Stakeholder: CEO
The Challenge
Halstan are a fourth-generation family run printers and a specialist book producer with a strong heritage in the music publishing industry. Halstan were looking to reposition the business with additional expertise in academic journals, notebooks and short run, thread sewn books. This required a new brand positioning, website, a communications plan and a targeted in-bound marketing plan to drive relevant propositions for a new audience, via social channels, LinkedIn and email marketing.
Why TKM
Our expertise in defining insightful strategy, delivering creative positioning and creating unique and relevant content to drive demand generation ensures we can craft a compelling story to drive sales, nurture prospects and accelerate growth.
What We Did
Using our brand-strategy model, we evaluated competitor positioning, customer segments, ran customer and prospect interviews, dissected the industry landscape and ran workshops with the Halstan team in order to establish a unique brand positioning from which all communications would hang. We also evaluated the customer journey to determine the customer touchpoints to produce relevant content.
What We Delivered
Launched at Halstan’s centenary celebrations at Stationers Hall, we unveiled a stunning new visual identity (logo, colour palette, vocabulary, images) that resulted in a new website and market leading content throughout, including video case studies and testimonials with some of Halstan’s longest standing, as well as newest, clients. We also designed a comprehensive content schedule, enabled by Active Campaign and investment in SEO, culminating in an in-bound marketing strategy delivering on site blogs and off-site social content including video, thought leadership and market trends.
The Outcomes
A strong brand positioning that generated significant new leads and many new customers in the notebook sector. The new brand reinforced Halstan’s position as a leader in the book sector supporting commercial growth, recruitment, partnerships and enabling Halstan to prepare for the next 100 years as a leader in the print and publishing market.
