RightTrack Learning

Brand Identity & Marketing Communications

Goal

To develop a new identity, followed by planning and implementation of a multi-channel marketing communications campaign

Audience

A diverse range of organisations, from multinationals to SME’s, the public and third sectors

Strategy

We ran a brand workshop with RightTrack to gather industry, audience and company intel to inform our consultancy on the new company Vision, Mission, Purpose and Values before conducting in-depth competitor analysis.

We used key insights from the above activity to re-position RightTrack Learning to better reflect their offering / ethos and subsequently developed a new brand identity to align with this. Inspired by the tagline ‘Refresh Your Perspective’, the RightTrack logo represents turning a new leaf and approaching your business from a new viewpoint. This is then translated across an array of engaging textures to stimulate the audience into a creative frame of mind.

The new brand identify was accompanied by comprehensive brand and key messaging guidelines, which provided practical advice for rollout of the new identity, including how this could be adopted in-house by RightTrack.

Marketing collateral and stationary were rolled out to create consistency with the new creative, which included creating a suite of document templates for RightTrack to use in-house.

We carried out an SEO audit to identify opportunities and provide direction for our retained work.

We provided content marketing planning and delivery, which integrated with the SEO plan to create a robust approach. This targeted keywords, whilst demonstrating RightTrack as a thought leader and provided the opportunity to drive website traffic.

From monitoring industry news, LinkedIn content plans were created each week to highlight relevant news and topics in the sectors most relevant to RightTrack’s audience, also linking where relevant to RightTrack’s own services. We identified news opportunities by closely following not just industry news but general local and national news to identify where RightTrack’s services would be relevant to topical stories. After distinguishing publications, we were able to conduct a media outreach.

We updated existing email templates with the new creative and optimised them for best practice. We worked with RightTrack to develop an email marketing plan in-line with business focus and to re-engage their existing database. We took a nimble approach, continually testing and adapting aspects of the email delivery to improve performance.

Result

Increased average open rate from 6.2% to 11.5% and increased average click-through rate from 0.2% to 12%. Enquiries via email campaign were also increased from 5 to 8 in 6 months.

The organic bounce rate reduced to 73% and we achieved a 133% increase in organic enquiries from 24 to 56 in 6 months.

Further, LinkedIn followers increased from over 1,000 and there was also increased engagement per post on LinkedIn to 7.

We are continuing to work with RightTrack on phase 2, which consists of website development, video production and ongoing marcomms activity, in order to achieve a new set of KPI’s.

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