Back to top
Building a strategy,
a brand and
campaign from the inside out.
Bailey. Outside Knowledge.
Bailey manufactures and supplies high performance eaves, façade and roofing systems to some of the most prestigious construction projects in the UK and Europe. Bailey’s brand did not reflect the company’s market position or desired messaging. Various marketing collateral, literature and its website were dated and mismatched, and there was very little communication with existing databases.
Working from the ground up, we went through an extensive assessment of the market and Bailey’s positioning, conducting an in-depth customer and prospects survey. Harnessing the company’s strengths – expertise, design, quality and performance – we developed a confident photography-led identity for the brand alongside a launch campaign focused on Bailey’s industry knowledge. With this solid foundation, a comprehensive marketing strategy was planned and rolled out using the new creative.
So far, this integrated approach has resulted in an impressive upturn in views and enquiries on the Bailey website with an 89% increase in traffic. Feedback from the client has been very positive and the campaign continues to go from strength to strength.
Constructing an integrated approach
Eye-catching monthly email campaigns, print and digital advertising in the trade media and compelling website content have worked in unison to put Bailey in front of key architects and contractors. Remarketing adverts mean that Bailey’s audience gets constant reminders of our key messages when browsing websites in the Google Display network.
Appealling to the discerning architectural target audience is key for Bailey’s printed media,
as well as bringing consistency to the brand.
…and advertising expertise
Finding a simple message that explained Bailey’s position in the marketplace in a creative way was
the key to the print campaign. ‘Outside Knowledge’ became the mantra coupled with stunning photography.
Thorough website optimisation and a rolling design refresh has seen user experience improve massively on the Bailey website. Improvements to mobile responsiveness and navigation have helped to increase dwell time and reduce bounce rates massively, meaning specifiers are on the site for longer and making enquiries.
Show and tell...
Stunning new photography coupled with in-depth case studies illustrate the outstanding construction projects that Bailey has helped to create, used across all our communication channels. The results of incredible design, high quality products and unrivalled technical support are clear for all to see.