Case study: Northern Switchgear

NORTHERN SWITCHGEAR

Northern Switchgear has been providing electrical switchgear and energy management solutions to the North East market since 1993. The business has grown steadily in recent years under the leadership of two new directors, and when they identified the opportunity to maximise the potential of the business by creating a new website and developing and delivering an effective marketing strategy, they sought dodio’s help.

STRATEGY AND PLANNING

When we were first approached by Northern Switchgear, the company was clear in its ambition to improve its marketing strategy to bring it in line with not just local but national and international competitors. One of the first steps we took on behalf of our client was to conduct extensive competitor analysis to better understand the company’s position in the market and to help articulate its strategic goals and objectives. Alongside stakeholder workshops, this informed the development of Northern Switchgear’s marketing and communications plan.

WEBSITE, DESIGN AND PHOTOGRAPHY

Northern Switchgear sought a new website which would set them on track to achieve their growth ambitions by showcasing the capabilities of the business to their target audience. This meant demonstrating the company’s highly technical offer to prospective customers through an increased emphasis on eye-catching imagery and engaging content.

We planned, directed and delivered a number of creative photoshoots to capture imagery which told the company’s story and demonstrated its USPs to potential customers. Alongside this, we designed several creative sliders for the website homepage to further demonstrate Northern Switchgear’s process, from design through to installation and maintenance. These assets formed the backdrop to the company’s new website, for which we also developed engaging new content.

We’ve also been commissioned by the client to deliver a number of design projects to enhance their physical space. These have included the design of wall vinyls for the company’s client-facing space, van vinyls for its fleet of transport, as well as pop-up banners for their extensive exhibition schedule and other promotional materials.

We continue to monitor the website via Google Analytics, identifying potential areas for development and improvement to enhance conversion rates.

CONTENT MARKETING AND SOCIAL MEDIA MANAGEMENT

One of the main barriers identified by the client to increasing their customer base was the ability to interpret their highly technical offer to potential clients who are often project managers working outside of the electrical industry. We identified the need for a comprehensive content marketing strategy to demonstrate Northern Switchgear’s offer through engaging and insightful content, as well as thought leadership pieces to enhance their authority within the sector.

We set up and continue to manage the client’s social media platforms and also develop regular case studies, news articles, thought leadership pieces and social media posts on behalf of Northern Switchgear.

Since we started working with dodio over a year ago, we’ve completely overhauled our online presence. Our new website is appealing and accessible to potential customers and really demonstrates what we have to offer, and we continue to reach out to new customers through the engaging content dodio are producing on our behalf. They really understand what we do and have used their expertise to interpret this effectively to our customers.
Andy OrdDirector, Northern Switchgear.
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