What did we get up to in July?

July 2020

Despite lockdowns, slowdowns and shutdowns, we’ve had a busy few months supporting our clients since March, and last month was no exception. We’ve offered a range of practical support and strategic planning across all our clients, whilst also welcoming furloughed clients back on board and maintaining positive communications for those businesses where everyone is still working from home. We’ve also run some of our one-day workshops with new and enthusiastic businesses who are ready to show their industries what they’re made of.

So, here’s a brief round-up of July at KPC:

1. Supporting client webinars

Our client Jankel normally does a lot of its customer marketing at conferences and international trade shows. With none of those events taking place, we had to look for other ways to get the brand and its experts in front of the right customers.

Working with senior leaders, we helped to organise and deliver a webinar for their OEM customers. This involved selecting the best webinar technology, organising invitations, overseeing the creation of the presentation and Q&A session, promoting via social media channels, managing rehearsals and sitting in on the final presentation. The webinar saw great results, generating 80 sign ups with 60 of those attending the live presentation and multiple follow up conversations with new and existing customers.


2. 6-month reviews and KPI tracking

We manage the SEO, article creation and social media content for Cat Lift Trucks and July has seen their six-month review come round. Over the last 6 months, our work has produced great results, including a 20% increase in ranking keywords, 6% increase in website sessions, 33% increase in social referrals, 36% increase in engagements on LinkedIn and 45% increase in engagements on Facebook. The review also helped to set some clear next steps and opportunities on how we can get even better results in the coming period.

If you want to get a clearer picture of the results your marketing and comms strategy is generating, take a look at our marketing metrics pack.

Download our marketing metrics pack

Or, take a look at this article on how you could be getting more from Google Analytics.

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3. Recognition for our internal comms expertise

At a time when communicating with your employees has never been so important, we were delighted to be shortlisted for a prestigious award from the Institute of Internal Communications. The shortlist is for the ‘Best Ongoing Communication’ and is for our long-term work with Furlong Flooring.

This is particularly rewarding for us, as we are one of the smallest agencies in the shortlist – we’re up against some excellent work for huge brands including GKN Aerospace, the Metropolitan Police, SouthEastern and the VW Group. The winners are announced in late September and we’ll be sure to let you know if we win!

We love working with the Furlong Flooring team. Take a look at this case study to find out how we turned their employees into advocates.

Read more


4. Brand, messaging and website completion

We are delighted to have been part of the successful launch of the new website for Jankel, which included a brand refresh and an update to the company’s marketing messaging. This was part of an internal brand and strategy revision that the company conducted across the whole business – which has facilities in the UK, USA and the Middle East – and helps to reflect Jankel’s strategy and direction for 2020 and beyond.

The new logo and strapline set the parameters for the brand direction, and we then began an in-depth project to write up website content which reflected the updated direction. Together with Jankel’s web development agency, we worked on more than 50 web pages to help deliver a site which engages and inspires all of the company’s customer segments.

Why not take a look?

Jankel website

5. Workshop of wonders

Our marketing strategy workshops have taken off during lockdown, as businesses realise that they need to maximise the results from their marketing investment – but they’re not sure how to do it. In July, we continued with our output from our workshop with a national shoe supplier and conducted another workshop for a client in the wedding industry.

Each workshop is completely different and tailored to the client’s need. We take a deep dive into the business’s audiences and develop a plan to help reach those people directly. The real value comes in the report from the day, which includes:

  • Details of the target audience and their needs (stated and unstated)
  • The features and benefits of the products and services and how far these meet the needs of the target audience
  • Analysis of the current state of play and competition
  • Understanding the customer journey and how the business can appeal to the target audience at each stage
  • A prioritised action plan, plotted against the stages of the customer journey

We’ve had some incredible feedback both from the workshop and from our detailed report that follows – in fact, clients have been blown away by the insights and opportunities that we have uncovered for them.

Find out more about our marketing workshop


6. Networking and training

One of the things that is most important to us is keeping ahead of the game. So, we’ve spent some time during July taking part in training, updating our knowledge and continuing normal face-to-face networking online.

Kim attended an online training course with the PRCA on using LinkedIn as part of a marketing strategy. The insightful session looked more into the balance of paid and organic uses of the platform and stimulated lots of ideas on how we can use these principals within our clients’ marketing strategies.

Debs attended an online Menzies networking event where speakers looked at how to shift benefits and conditions of work into the more benefits-driving opportunities that today’s workforce is looking for and different options for managing staff and maintaining or growing the bottom line. She also attended Watertight Marketing’s ‘afternoon’ tea chat where practitioners discussed different ways businesses are reacting to the lockdown, and the encouraging signs they are using the time to re-evaluate their marketing.


7. Great survey results from our clients

We’ve taken the opportunity of some quieter time to survey our clients about what it’s like to work with us. We were really delighted with the results, which showed that 100% of clients surveyed said they would happily work with us again.

You can read more about our survey results here


8. Welcome back to furloughed clients

We’re really pleased to see Furlong Flooring return to business. The company furloughed the majority of its staff in March and began a cautious return to work in May. Since its return, the business has been dealing with a huge demand for its flooring products – enquiries and sales are up to the levels they would expect in the pre-Christmas rush. So now’s the time for us to keep the company’s profile front-of-mind for both its retail and commercial customers, and to ensure that the internal communications help people to return to work safely and with confidence.

Welcome back

Don’t forget to follow us on LinkedIn for regular updates and insights or connect with Debs, Kim or Becky directly.