An established company
APT is a Leicester-based precision engineering firm, offering more than 60 years’ design and manufacturing expertise. The company is a subcontract manufacturer of mill turned parts and CNC machined components for a range of sectors, including aerospace, medical, security, mechanical and naval engineering.
A tired brand
APT had reached a point where they felt they were languishing. Their visual branding had become dated and their website wasn’t attracting the right customers. They were conscious of the engineering industry’s reputation for being dull and they were keen to break out of that mould.
A refresh was needed, to inject new life into their brand, to transform their website and to increase sales.
Designeering offered them a fresh approach: the perfect fusion of a technical background, coupled with graphic design and branding expertise.
The low conversion rates were due to a poor user experience. The services were presented in a confusing way and there were no calls to action. Videos were repeated on different pages of the site, but there were no photographs of the manufactured parts.
A fresh strategy
Designeering’s recommendation was to focus on fundamentals, adopting a strategic approach and introducing more clarity to APT’s messaging.
We proposed a new marketing approach that was 50% online, 30% printed and 20% advertising.
On the advertising side, we advised on the best magazines to advertise in that would target new and existing customers. New vehicle branding was recommended for the company’s vans, to get them noticed out on the road. And a specially designed and branded phone holder was created as part of a trade show competition giveaway.
Specific market challenges
APT is working in a saturated market, with lots of competitors. It needed a way to stand out, in terms of its branding, website search terms and general marketing approach.
Having worked with several agencies over the years, APT’s visual branding wasn’t consistent across all marketing channels. It needed an in-depth overhaul to bring everything into line.