MSG Tours: A flying success — Marketing case study

By | January 23rd, 2018|Case studies, Marketing|

“The support from Koobr means our social channels are gaining extra traction, positivity, and engagement, whilst our website is now our strongest lead-generation tool.”

– Mark Gardner, Founder MSG Tours

At the end of last year, Koobr set off on an exciting new journey with MSG Tours, refining and refreshing the company’s marketing and brand communication activities. The specialist travel operator, based in Derby, has now seen a wealth of positive engagement across various channels, and has since enjoyed a continual increase in new business in 2018.

Marketing that’s on brand, on point, and on course for success

After establishing a new base of operations in Europe and expanding into new markets, MSG Tours required a fresh approach to its marketing activities (including changes to its existing website) that would be tonally consistent in communicating the company’s brand, ethos, services and products.

Changes were first implemented across MSG’s existing website in order to establish a stronger central touchpoint and maximise all subsequent ongoing marketing activities.

This wasn’t a complete rebuild — a review was conducted to determine which areas of the website needed improvements to the presentation, messaging, SEO, and user journey. This resulted in a website that was more consistent in overall brand communication, whilst serving as a more effective tool for successfully generating leads and conversions specific to the client’s commercial objectives.

Graphics and icons used to promote specific campaigns were also created (above: icons created to promote MSG’s upcoming Rugby tour to Japan) and displayed on the website as well as for use in any related promotional activities across web and print to ensure total brand consistency.

Speaking of print…

MSG Tours also required a new brochure as part of a targeted campaign promoting to schools and colleges across the UK. The objectives behind the campaign were identified in collaborations with the team to create a successful marketing asset, particularly when it came to demonstrating the company’s ethos and core offerings to audiences unfamiliar with the brand.

Working in close collaboration with the sales and operations team at MSG, an overall structure for the brochure was established, taking into consideration the most effective and engaging ways to display content across the 32-page format. It was extremely important to create a brochure that not only reflected the brand, but also successfully communicated the right messaging and information in all the right ways to relevant audiences.

“The graphic design support has delivered a 32-page brochure of high-spec imagery and brand messaging that makes us proud to deliver. Most important of all, our customers are noticing our facelift and continued interaction with them, which is the highest compliment we can pay to the decision to work with Koobr.”

– Mark Gardner, Founder MSG Tours

Whilst it was important to maintain much of MSG’s existing brand style and tone, a refresh was applied across all creative assets to help increase the impact of all subsequent marketing activities. This was not a rebrand — but rather an evolution that would

Fosse Healthcare: A journey of discovery — Branding case study

By | November 23rd, 2017|Branding, Case studies|

“Koobr took the time to understand our services, our needs, and the challenges we face as a business. The quality of the work produced has been outstanding and throughout the whole process, Koobr has communicated with us effectively. We look forward to continuing our partnership.”

– Volt Sacco, Business Development Director, Fosse Healthcare

Earlier this year we embarked on a journey with Fosse Healthcare to rediscover what made them one of the country’s leading healthcare providers, to redefine their ethos as an organisation, their identity in the market, and reimagine their brand for new and modern audiences.

Getting to the heart of a successful brand

When developing a new brand identity for Fosse, we knew it was important to involve the very people who live the values of the company day-to-day from the very beginning of the process.

Members of the team — comprising of seasoned caregivers, health care trainers, and key management — joined Koobr in a Brand Discovery workshop: an interactive session where we explored the core values upon which the organisation was founded; how these values translate over to the services they provide; their commercial and cultural objectives for the company moving forward; and exactly what it is that makes Fosse Healthcare stand out from competitors.

With a deeper understanding of the organisation and its aims, Koobr worked to establish the framework for a new brand identity — starting with visual and conceptual experimentation, eventually leading to a visual style and brand voice that was developed in tandem for total consistency.

Once these foundations were in place, we began to word-craft mission statements that would dictate the tone and content of key marketing messages, distilling the information as we went along until we had a suite of succinct brand messages and a leading strapline.

We worked to develop a friendly, reassuring brand identity that reflected the caring and professional nature of the Fosse Healthcare family. One that would fulfil their marketing objectives and endure over time.

The look of the new brand was influenced by existing trends within the healthcare industry, but never exclusively tied to these limitations. Colours, icons, and the eventual logo were all dramatic overhauls of the organisation’s previous visual style. We wanted to address conventions and heritage whilst at the same time reimagining Fosse for a more contemporary, digitally-led era.

RDS Global: Success and results – Website case study

By | November 17th, 2017|Case studies, Web design|

“Having known Craig and the Koobr team for several years, I knew where I had to take this project. This new dynamic website has already seen an increase in not only traffic but also conversions for new business.”

– Sean Price, Marketing Director, RDS Global

After working with Koobr in 2017, RDS Global has received more than double the number of monthly inquiries for new business and won two substantial contracts as a result of their new website.

Creating a stronger marketing tool for Derby’s leading IT Support provider

Recognised as Derby’s leading IT support provider — supporting customers in over 200 locations across the UK — RDS Global required a new website to better reflect the high level of customer service for which the organisation is known, whilst serving as a successful marketing tool used to promote services and generate new business.

This decision came out of meetings with the RDS marketing team, who felt the previous build was outdated and, in many ways, hindered a lot of their marketing activities. We worked closely with the team to establish their objectives for the project, enabling us to pinpoint areas that could be improved upon in the new build, whilst identifying other areas to help the success of all future marketing efforts.

From the the outset, RDS Global wanted a website that would enable its sales and marketing teams to co-ordinate and maximise their efforts. In order to facilitate this, the new website was specifically built to be integrated with customer relationship and email marketing systems — providing the team with the necessary tools to access customer data and employ a more successful marketing campaign and sales strategy. Meanwhile, an easy-to-use content management system was implemented to assist with ongoing communication. The team is now able to create, organise, and maintain customer-targeted content across the entire website that will assist with marketing and brand recognition.

The RDS team are now left with a far more effective communication, marketing and lead generation tool.

With the project objectives, target market and key messages in mind, the website structure was designed to highlight appropriate action with clear targeted calls-to-action in the most appropriate places — thereby maximising chances of conversion and fulfilling the client’s need to use the website as a tool for capturing data and increasing customer activity/enquiries.

Design, user experience, and tangible results

As part of delivering a positive user experience for visitors, it was important to build a website that worked for every kind of user.

Everything was designed and put together with responsiveness in mind, ensuring seamless functionality and readability across all types of devices (desktop, mobile, tablet), on all types of screen qualities and sizes. The new site was also built to ensure it can be accessed on all browsers without any issues.

The overall look of the new website communicated a more up-to-date representation of the RDS brand; consistent with all other RDS marketing channels, thereby strengthening brand communication and marketing activities aimed towards visitors referred to

Bluu Sky – Case Study of a Branding Project

By | April 6th, 2016|Branding, Case studies|

“Koobr has reimagined our brand identity and brought it spectacularly up to date – helping us to redefine who we are and how we can communicate with our customers for the better.”

– Geoff Seymour, Managing Director, Bluu Sky

Earlier this year, Koobr worked with Bluu Sky to develop a new and exciting brand. We wanted to bring out the warm and personable side of this East Midlands based company while demonstrating their prowess in the field of telecommunications.

Communicating the right feeling

Customer service is very important to Bluu Sky, so we worked closely with the team to unearth their values and core beliefs as a business, which we then polished and refined in a very real and tangible way.

This allowed us to word-craft phrases and marketing messages around an authentic, emotive and engaging brand voice – in addition to a primary strap line to sit alongside promotional material – resulting in a consistent, impactful and authentic tone of voice for the brand overall.  

A breath of fresh air

From very the start, we wanted to make sure the new brand had a look that was contemporary and timeless, sophisticated yet simple; all important aspects for any tech-based service provider.

We also wanted to visually communicate the idea that using the service was a pleasurable experience – a real breath of fresh air – and so a minimalist style was adopted, using a positive and palatable colour scheme.

Something to believe in – Is brand more important to your staff than to your customers?

By | March 23rd, 2016|Branding, Insights|

A company that publicly displays brand values and culture without buy-in and the belief of the team can be disastrous for a business ona
many levels.

– Craig Barker, Koobr

The idea that a brand is all bells and whistles for the benefit of attracting, engaging and capturing customer interest is an outdated one; the benefits of brand go way beyond this, strengthening one of the most performance-critical areas of your entire business — your staff.

It’s not enough to have your frontline staff enforce branding across all types of customer interactions, they need to live and breathe your brand, and believe in everything it stands for. Only then will your customers believe in it too.

Brand communication starts from within

Nothing impugns brand integrity more than a disconnect between marketing PR and company staff. A successful brand relies on communication that is consistently strong and has the full support of your employees, regardless of whether customer interaction is part of their job role or not.

That’s because brand communication starts from within. It permeates every level of a company’s infrastructure, from top decision-makers to the person who answers the phone, and reinforces brand values, vision, and ethos from the inside out.

There are many great examples of how companies effectively communicate brand through their employees, who are, for all intents and purposes, ensconced in that brand.

Apple is well known for instilling brand into their staff, and it shows when you call up their customer service centre or walk up to an Apple store “Genius Bar”. Their staff are attentive, friendly and interact with customers in ways that are indicative and in accordance with brand values and personality — encouraging customers to explore products in fun, informative and creative ways.

Even customers who do not actively purchase during a visit to one of their stores are still left with a positive lasting impression of their overall experience with the brand.

That’s not to say a consistent brand emerges from conformist employees, far from it. Each individual needs to determine how he or she can deliver on the corporate brand promise in a way that’s authentic, leveraging the corporate identity with what ignites them and makes them exceptional.

A company that publicly displays brand values and culture without buy-in and the belief of the team can be disastrous for a business on many levels. A proper brand should provide impetus and direction, but that’s only possible when your staff feels connected and engaged.

Working with employees to help shape the values of your brand — allowing staff to individually interpret their roles as brand ambassadors — will not only secure buy-in, it also provides clarity and understanding, enabling staff to deliver on customer expectations.

The application of brand on the inside

Otherwise known as ‘internal-marketing’, the application of your brand within the company is no different to how you would use it to capture and engage your customers. It’s about creating and maintaining an emotional connection to your company that

Comech – Case study of a branding project

By | March 6th, 2016|Branding, Case studies|

“Simply put, they hit the nail on the head. Koobr created a contemporary, polished brand and now we are well positioned for rapid growth.”

– Keith Pallett, Managing Director, CoMech Metrology Ltd

In September 2015, CoMech secured one of the biggest contracts in the company’s longstanding history. This contract was to provide calibration services for the London Underground.

Earlier that year we embarked on a journey with CoMech to develop and introduce a new brand to their community of worldwide clients in the railway and aerospace industries.

Rebranding one of the country’s leading specialists in metrology

For more than a quarter of a century, CoMech has been servicing safety-critical industries in the fields of dimensional metrology and technical innovation, so rebranding was a huge opportunity that also carried a great deal of responsibility.

We spent a lot of time getting to know the company, their history, the integrity of their work and the team in order to understand CoMech’s heritage and vision for the future. This was important for putting together a fresh, contemporary brand that would help drive the company forward, whilst being mindful and respectful of the strong identity they had carefully built over the last 25 years.

Finding the right look and feel

From the very start, we wanted to create a brand that was both wrought and slick. It needed to retain CoMech’s character as a very ‘industrial’ organisation, with a rich, well-established heritage, but it also needed to slip comfortably into today’s digital age.

How the brand should look from a digital perspective was taken into consideration as early on as the initial conception stage. This re-surfaced later on when we crafted graphics for the new website concept, distilling CoMech’s  services into salient icons that were universally recognisable but equally on-brand and unique.

Chamber Apprenticeships – Case study of a branding project

By | March 6th, 2016|Branding, Case studies|

“Koobr displayed lots of positivity and enthusiasm when we briefed them on this creative project. They shared their creative process every step of the way, understood our requirements, gave useful insight, and delivered the best possible solution for the Chamber Apprenticeships brand values and target audience.”

– Alison Gray, Marketing Manager, East Midlands Chamber (Derbyshire, Nottinghamshire, Leicestershire)

In 2015, the Chamber launched the new brand for their Chamber Apprenticeships scheme across Derbyshire, Nottinghamshire and Leicestershire. Koobr is extremely proud of the work we produced and everybody on the team who was involved throughout the project.

Reimagining the Chamber to inspire a whole new generation

To capture and inspire an entire generation of school-leavers and under-21s, the Chamber needed a brand that not only fostered trust but also felt fresh and exciting. From the very beginning we set out to develop a contemporary brand that, whilst moving away from the Chamber’s primary branding, retained much of the core identity and ideals

This decision came out of meetings with the Chamber’s representatives – as well as representatives of the Chamber Apprenticeships scheme – and really getting to understand how much they cared about the cause, and how passionately they felt about getting the scheme and its benefits across to the right demographic.

Finding a voice that speaks the truth

It was apparent to us from the very beginning that authenticity was key to communicating to a younger audience. We wanted to be positive without coming across as sounding patronising, we wanted to be definitive without sounding preachy. It was a fine balance. We started by testing different word combinations and concepts, thinking about ways in which they would accompany visuals for the desired effect.

Once we established a voice we felt represented the ideals and values of the Chamber Apprenticeships scheme, we began to craft phrases and marketing messages to communicate the service in the same style.

Getting the right look

Crafting the overall style and look was done in conjunction with developing the brand voice, ensuring complete consistency across the board. Our brand developers worked alongside our designers for this, experimenting with word and visual combinations to get everything just right.

The new logo was developed using the Chamber’s existing colour palette in a way that showed momentum, direction and choice.

Social media

The new Chamber Apprenticeships brand was launched alongside a social media campaign, using stylised messages across Facebook and Twitter to showcase the new brand and increase awareness of the available courses and the Chamber Apprenticeships service as a whole.

Developing the website

It’s important to establish how a new brand looks and feels before diving into the development of a new website. Because we understood and created the brand from the very start, it was easy to translate this over to a new website build.