Crown & Glory Spring 2015

MAKE HEADLINES. ACHIEVE YOUR GOALS - Taking a c loser look at PR and how it can work effect ively for your business.

HELPING TO LAY THE PIPELINE FOR FUTURE GROWTH - How our expert ise helped a pump special ist reach new markets and bring i ts product to l i fe.

H O R I Z O N W O R K S T A K E S T H E N O R T H E A S T L E P ’ S B R A N D A N D D I G I T A L P R E S E N C E T O N E W H E I G H T S

WWW.HORIZONWORKS.CO.UK ISSUE 2 | SPRING 2015

Welcome to the second issue of Crown & Glory – the Horizonworks magazine – which provides you with the latest developments in marketing as well

as showcasing some of the great client projects we have been working on over the past six months. 2014 was a monumental year for the company, we doubled the size of our team and increased the number of new clients we work with considerably. We also strengthened our capabilities within the creative and digital team and as a result have delivered some really exciting projects – some of which you can read about in this magazine This year is a landmark year for Horizonworks as it marks our 5th anniversary – I can’t believe how far the business has come since 2010 and what we have achieved. I hope that you enjoy reading this magazine – it features a wide range of diverse topics and advice relating to marketing. If you would like to discuss any of the articles in more detail, please feel free to contact me.

Samantha DavidsonManaging [email protected]

F R O N T C O V E RPhotography taken at Shepherd Offshore as part of the creative work we delivered for the North East LEP.

W E L C O M E A HIGH FIVE FOR HORIZONWORKS

This year, Horizonworks celebrates five years in business as a full service strategic marketing company. Here, managing director Samantha Davidson focuses on the journey so far and what the future holds...

I launched Horizonworks at the height of the recession, armed with a single laptop, a loan for my first month’s office rent and with just one client on the books – it’s fair to say that we have come a long way since then.

We now boast a 10-strong team, complete with specialists in marketing strategy, PR, design, brand and digital, and now work with more than 50 clients per year across a wide range of sectors including healthcare, engineering, manufacturing, renewable energy, life sciences and technology.

So why did I decide to launch Horizonworks? I’d spotted a gap in the market to provide high quality marketing from strategy to delivery. I wanted to provide clients with the high level of service they should expect from a multi-layered and multi-disciplined marketing team, where all marketing tactics and resources were available from one source, and provide one clear channel for our clients, as our strapline ‘your marketing team’ demonstrates.

For many of our clients, we’ve therefore acted as their own marketing team, performing all of the roles they’d expect from an in-house marketing resource, or we’ve worked as an extension of their existing marketing personnel - bringing additional specialist skills to their organisation.

And throughout the last five years, we’ve specialised in creating focused, well informed marketing strategies for clients and then implementing these using the most appropriate tactics – using brand development, public relations, design, digital marketing and direct marketing in an integrated and consistent way in order to achieve results.

2015 is therefore shaping up to be a great year in which to celebrate our fifth anniversary, but while Horizonworks has evolved significantly as a company, our core aim - to deliver what our clients need to make their businesses grow, thrive and succeed, and to deliver it with honesty, integrity and professionalism – is still at the very heart of everything we do.

The last five years have been an amazing journey and it’s been a thrilling and fascinating experience to have worked with so many visionary, forward-thinking companies along the way.

Thank you to all of our clients, past and present, for making these five years so special and we are looking forward to what the future holds for Horizonworks.

I N S I D E T H I S I S S U E

News 2-3

Strategy to Delivery – A path to Success 4-5

Make headlines. Achieve your goals. 6-9

North East LEP takes its brand and digital presence to new heights 10-14

Helping to lay the pipeline for future growth 15-17

Motor dealership’s brand moves up a gear 18-19

2WWW.HORIZONWORKS.CO.UK

SHARPEN UP YOUR MARKETING Want to boost your marketing presence, or don’t know where to start? Let our expert marketing team help.

Horizonworks is launching a range of marketing seminars in 2015 to help companies get to grips with the marketing process, everything from marketing strategy to delivery. We’ll be offering free guidance and advice on marketing and will help attendees to see their business, and the role of marketing, in a whole new light. Combining a strategic approach to creative thinking, we can provide recommendations and ideas that will make your business stand out. The seminars are free and places are limited so a criterea does apply. They also include one to one sessions afterwards. The first seminar in the series is titled ‘Getting the best out of your marketing - the basics’ and will take place on April 16, 2015. Other seminars in the series will include ‘How to succeed with PR’, ‘Anti-social? It’s time to think again’ and ‘Your brand is your business’. To find out more or to book any of our seminars email [email protected] or call 0845 075 5955.

Seminar: ‘Getting the best out of your marketing – the basics’Date: Thursday, April 16, 2015Time: 8.30am-10.30amVenue: Newcastle City Library

WELCOMING NEW CLIENTS

Our fifth anniversary year has got off to a great start as we welcome a number of new clients to our portfolio.

Horizonworks is working with commercial property development company Argon Properties to develop its brand and website, the accredited and retailer-approved food and drink testing company, Geneius Labs, to create a digital campaign to increase brand awareness, and estate agent Signature to support the implementation of its marketing and PR campaigns while also reviewing its brand. In addition, Horizonworks is supporting diagnostics business development company OLM and sustainable energy specialists Thrift Energy with their marketing requirements and we are working with corporate finance company Rosedale on the development of a new brand and website. We have also recently delivered a new website and creative design work for the North East Local Enterprise Partnership – you can read more about this project on pages 10-14.

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EXPANDING HORIZONS

We are continuing to implement our growth strategy with the appointment of two new members of staff and a key internal promotion.

Alison Cowie and Laura Nee have joined us as Client Marketing Manager and Executive Assistant/Marketing Coordinator respectively, while Jen Dugdale has been promoted to Head of Client Marketing.

Alison brings more than 10 years of media experience to her new role of Client Marketing Manager. She has written for a variety of publications and is the former Editor of North East Times, the region’s longest running business magazine. Alison will be using her skills in copy writing, editing and media relations to support her clients in the delivery of their PR and marketing strategies.

Meanwhile, our Managing Director Samantha Davidson has continued to demonstrate her commitment to nurturing new talent by appointing Laura Nee as an Executive Assistant/Marketing Coordinator, following Laura’s internship with the company. Laura completed a 12-month student placement at Horizonworks while she studied for a degree in Business and Marketing. With her hard work and natural flair for marketing impressing both the Horizonworks team and clients alike, Laura was offered a full-time position after graduating in 2014.

Jen Dugdale, a key member of the Horizonworks team since 2011, has also been promoted to Head of Client Marketing. In her new position, Jen will oversee the quality and delivery of work for Horizonwork’s growing portfolio of clients.

Pictured above, left to right: Samantha Davidson, Laura Nee, Alison Cowie and Jen Dugdale.

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Developing a clear and focused marketing strategy is essential to positioning your company effectively in the market and providing a framework for growth. But identifying the best tactics to adopt can be a daunting task. That’s where Horizonworks comes in …

S T R A T E G Y T O D E L I V E R Y – A P A T H T O S U C C E S S

At Horizonworks, we work with a diverse range of clients to develop and deliver effective, tailored marketing strategies. We believe that a clear, focused and well-informed marketing strategy will underpin a business’s growth and future success. It’s that simple.

Often, our clients have limited in-house resources and need support and advice to create an effective strategy to realise their marketing objectives.

When developing a marketing strategy, we’ll often undertake a communications audit for a client to get ‘under the skin’ of their business. We’ll talk to a client’s staff and customers about their perceptions and experiences of the business, gain feedback from stakeholders and we’ll also conduct an in-depth analysis of a client’s key competitors. We’ll leave no stone unturned. This information is then used to inform the strategic planning and shapes the marketing tactics which are then used to get results. There’s little point in employing tactics which won’t effectively engage with a business’s target sectors – a carefully honed marketing strategy, therefore, prevents organisations from wasting their money on marketing methods which can’t achieve their goals.

For national packaging solutions company IPS, for instance, we generated a new marketing strategy, which also informed our creation of an exciting new brand for the firm – and a trade PR campaign to support its ‘Desto Cup’ product range. Our work was instrumental in driving sales growth and new customers included some of the UK’s leading retailers.

A D V I C E : M A R K E T I N G S T R A T E G Y

WWW.HORIZONWORKS.CO.UK

TOP 5 TIPS FOR CREATING A SUCCESSFUL STRATEGY

1. HAVE A MARKETING STRATEGYRunning a business without a strategy is like setting off on a journey without directions. A good marketing strategy is your framework for growth.

2. KNOW THE COMPETITIONResearch your competitors, examine their activities and benchmark their strengths and weakneses against your own. Stay one step ahead.

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More recently, another client to have benefited from our strategic know-how has been Solutions for Accounting, a leading national provider of business and financial software solutions and a Sage Top Ten Business Partner. We were appointed to develop a new marketing strategy and campaign plan, with the aim of building its profile throughout the whole of the UK, and are currently working with Solutions for Accounting to implement that plan through digital marketing and public relations activities.

Our work for IPS, Solutions for Accounting and numerous other businesses demonstrates our ability to take a strategy to the delivery stage. Horizonworks is a full service marketing company and can work either as an extension of a company’s existing marketing resource (for instance, in Solutions for Accounting’s case) or be wholly responsible for its marketing strategy and implementation. When we say we are ‘your marketing team’, we really mean it. And the fact that we offer public relations, brand development, design, digital and social media services means that our marketing tactics will be integrated; a multi-faceted approach, with the right blend of activities, can have a dramatic impact.

Take Hyperdrive Innovation for example. Horizonworks was commissioned by the North East-based electronics company to develop a marketing strategy to launch its new range of innovative vehicle electronic technologies. Following this, we developed a new company website and produced new marketing brochures, client case studies, exhibition materials and stationery. We produced new literature that focused on product benefits, supporting the firm as it entered new markets. PR and e-marketing campaigns were also implemented. A year after we began working with Hyperdrive Innovation, it had achieved a 300 per cent year on year increase in sales, with its vastly increased profile playing a key part in this success.

We understood the company and its brand. And all of the marketing activity undertaken for Hyperdrive Innovation reflected the key messages we developed with its team. It’s an approach that we’ve applied time and time again for clients.In the education arena, for instance, we’ve worked with Washington-based engineering training organisation Seta, which provides both apprenticeships and commercial training courses, and works with industrial heavyweights including Nissan and Rolls Royce. We have developed a new brand, website and marketing material and have carried out a PR campaign, promoting Seta’s training provision for unemployed young people. Heading to the high seas, our development of a new marketing strategy for independent shipping and freight forwarding company Johnson Partners led to Horizonworks creating a new, contemporary brand, website and marketing materials for the firm.

So from companies on our doorstep to international organisations, our strategy to delivery ethos – and our full-service capability – has produced results, and is continuing to do so.

Want to know how your marketing strategy can underpin your business growth and success? It’s time to talk. Give us a call on 0845 075 5955 or email [email protected]

A D V I C E : M A R K E T I N G S T R A T E G Y


3. KNOW YOUR CUSTOMERSAre you driving customer demand? What is your customer experience? Are you using the right marketing channels to reach them? Are you meeting their needs?

4. ENSURE EFFECTIVE DELIVERYWhether it’s PR, digital marketing, social media or events that are in your plan – make sure multiple activities are integrated and consistent rather than ad hoc.

5. STAY AHEAD ONLINEMake sure your online channels such as social media, website and blogs are kept up to date – customers will check you out online.

Read all of our Top Tips in the Royal Hub section of our website www.horizonworks.co.uk/royal-hub/

“We work with a diverse range of clients to develop and deliver effective

and tailored marketing strategies. We believe that a clear, focused and

well-informed marketing strategy will underpin a business’s growth and

future success.”

M A K E H E A D L I N E S . A C H I E V E Y O U R G O A L S .


P R S P O T L I G H T : T H E I N S T I T U T E O F W A T E R

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Public relations can raise your profile, increase engagement – and produce real results. Here, we take a closer look at this marketing tactic and how it can work for your business...

You may be launching a new product, expanding into fresh markets, taking on the world with a ground-breaking service, or hosting an industry-leading showcase event. Your organisation could be a start-up, an industrial powerhouse or a major membership group. But whatever the nature and scale of your business or project, public relations should be a key component of your marketing mix.

Why? Because achieving positive coverage in the trade press builds credibility, industry profile and crucially, reaches decision makers in your sector. Because making regional headlines generates interest and goodwill towards your company on its doorstep. Because featuring in national consumer outlets, including newspapers, magazines, TV, radio and online, can help you get your message across to a mass market, boosting sales and enhancing brand loyalty - and put your company in front of potential backers and advocates. And that’s before we even get to the power of social media to inform opinion, spark conversations and boost engagement.

A recent example of our work demonstrates how employing a combination of PR tactics can make a very real difference, supporting an organisation in meeting objectives and delivering its messages to a defined target audience.

Last year, Horizonworks was appointed by the Institute of Water - the only professional body that exclusively supports the careers of anyone working in the UK water industry - to promote its Annual Conference and Exhibition.

The conference is a major event in the water industry’s calendar: chaired by Heidi Mottram, chief executive of Northumbrian Water Group and president of the Institute of Water, 2014’s programme featured high profile figures from organisations such as Yorkshire Water, Ofwat and Oracle.

Our objective was to increase delegate numbers at the event, which was held last June in Bristol, and increase interest in the conference and the institute among the utilities sector press and water industry professionals. In addition, we were tasked with managing the media and photography at the event, and promoting the Institute of Water’s National Innovation Awards, which recognise outstanding innovations within the water industry.

We worked with the Institute to develop key messages around the conference, which were then embedded into all of our PR activities. Horizonworks then implemented a trade press-focused PR campaign, engaged with leading titles and websites in the utilities sector, promoted the conference via social media platforms and worked with stakeholders (such as water companies) to spread the Institute of Water’s message through their internal communications channels. At the conference itself, Horizonworks acted as the Institute’s on-site press office, liaising with journalists and speakers, and managing photography.

Our campaign for the Institute of Water saw us generate pre- and post-event coverage in prominent utilities sector publications and websites in the UK and abroad, reaching nearly 210,000 readers, and engage directly with thousands of social media users, both directly and through utilities providers and consumer organisations. Conference publicity was further boosted by our work with internal communications teams, while respected utilities journalists covered the event.

Most importantly, the conference saw the highest turnout in its 69-year history, with 230 people in attendance – an outcome which points to the effectiveness, and importance, of PR activity.

Moving to a very different industry, Horizonworks delivered a national PR campaign for the Desto Cup,

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Photography used courtesy of the Institute of Water, taken at the 2014 Annual Conference.



a packaging solution designed and manufactured by leading packaging solutions company IPS. We helped IPS reach key trade press titles, securing coverage in a wide range of media outlets including The Grocer, Packaging Europe and Food & Beverage International. IPS recorded a significant increase in the number of sales enquiries following the campaign, which in turn generated new customers - including some of the UK’s leading brands and retailers.

Horizonworks is also skilled at delivering consumer-focused PR campaigns: our work for long-established motor dealership Vic Young, based in South Shields, has included promoting the firm’s new status as a main dealership for Mitsubishi, after a period of transition following decades as a Nissan dealership, as well as highlighting its community initiatives, apprenticeship programmes and innovative vehicle conversions division, Northern Truck Bodies, in both the regional and national press.

Obviously, the organisations highlighted above are three very different entities. But what they have in common is a willingness to use PR to get results – whether that’s boosting awareness, increasing sales, or getting ‘bums on seats’.

So if you’re company is not using PR effectively, maybe it’s time you told your story... and made the headlines work for your business.

Want to make headlines and reach the right people with your messages? It’s time to talk. Give us a call on 0845 075 5955 or email [email protected]

“PR is an invaluable part of the marketing mix. I have

always taken a holistic approach to marketing and PR has always been part of

that.”

Dan Barton, the Institute of Water

Heidi Mottram, President of the Institute of Water, at last year’s event.

PUBLIC RELATIONS IN ACTIONHORIZONWORKS’ INSTITUTE OF WATER ANNUAL CONFERENCE CAMPAIGN

PR ACTIVITYTrade press-focused public relations campaign

SOCIAL MEDIAPromoting engagement before, during and after the conference


Q&A

WITH DAN BARTON, MARKETING AND COMMUNICATIONS MANAGER, THE INSTITUTE OF WATER

WHY WAS IT IMPORTANT TO PROMOTE THE CONFERENCE VIA A PR CAMPAIGN?We knew who our target market was but they were extremely difficult to reach directly. As such it was important to target them in the places we knew they would look, such as water trade and industry magazines, online industry news websites and internal communications boards. This is where a proactive PR campaign can made a big difference.

WHY DID YOU COMMISSION HORIZONWORKS TO UNDERTAKE THE WORK?I was aware of Horizonworks for some time and had met members of the team at various networking and marketing events. Once outsourcing PR became viable I was delighted to invite Horizonworks to submit a proposal alongside a few other organisations. I was pleased to say the Horizonworks’ proposal impressed us the most and it was nice to be able to utilise their services, not just because I was already familiar with their staff and brand, but also because they understood what we wanted.

WHAT IMPACT DID THE CAMPAIGN HAVE?The campaign had a huge impact which we were able to measure across a number of fronts. Press releases were picked up regularly by the target publications, which was important – we knew the messages Horizonworks had put together and the connections they had made with the relevant press were working. The event the campaign promoted was the best attended event since it began in 1945 and brought in the most revenue – I would certainly attribute a lot of this to a successful PR campaign.

WHAT WAS THE ADVANTAGE OF HAVING AN ON-SITE PRESS OFFICER AT THE CONFERENCE?Our conferences include high profile speakers discussing current industry topics and this is of great interest to the relevant press. As such, we’re happy to welcome the press to our events, however because we are a small company we don’t have the resources to run a conference and ensure journalists take the most from the event. It was imperative that we had an on-site press officer to take care of this, otherwise our reputation with the press could have been damaged and the wrong messages could have gone out.

OVERALL, HOW MUCH DO YOU VALUE PR AS A MARKETING TACTIC?PR is an invaluable part of the marketing mix. I have always taken a holistic approach to marketing and PR has always been part of that – it offers a chance to take a different perspective on the message you’re trying to get out and can buy credibility with your target audience in a different way.


PR ACTIVITYPress liaison and media briefings

Full on site media management including photography, media briefings and journalist and stakeholder liaison.

People attended the conference, the highest number in its 69-year history

Readers and online users reached via trade PR campaign

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F E A T U R E : N O R T H E A S T L E P


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NORTH EAST LEP TAKES ITS BRAND AND DIGITAL PRESENCE TO

NEW HEIGHTS



Horizonworks has been supporting the North East Local Enterprise Partnership (North East LEP) in strengthening its communications

and marketing activity, with results including a refreshed brand, creative design work and a new, responsive website. Here, we

focus on our work for the organisation.... and how we’re helping to promote the North East area in the process.

Photography taken at Gateshead College as part of the creative work we delivered for the North East LEP.

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OUR WORK WITH THE NORTH EAST LOCAL ENTERPRISE PARTNERSHIP.. .The North East LEP is responsible for delivering the North East Strategic Economic Plan, bringing investment into the area including the £330 million Local Growth Deal and championing the North East nationally and globally, to influence and shape the continued economic growth of the area.

Covering the local authority areas of Durham, Gateshead, Newcastle, North Tyneside, Northumberland, South Tyneside and Sunderland, the North East LEP is business-lead, with its board including representatives from private businesses, higher and further education and the leaders and elected mayor of the seven local authority areas.

Its North East Strategic Economic Plan – which sets out a clear strategy for a stronger North East economy - is at the heart of the North East LEP’s work and Horizonworks is now playing a key role in supporting its delivery, bringing to bear our vast experience of working with the public and private sectors and our expertise as a full service marketing company.

Commissioned by the North East LEP to refresh its brand, including creative design work, and develop a new responsive website, our work also included working with local SMEs and key stakeholders to develop a better understanding of the issues and potential of LEP communications activity, and using this research to create a stronger and more holistic brand and visual identity for the North East LEP.

One of the most important aspects of our work with the North East LEP was the design and build of a new website to champion the North East to national and global audiences and convey the LEP’s strategic objectives, capabilities and support for businesses.

The website, www.northeastlep.co.uk, creates a clear, accessible and comprehensive view of the breadth of work that the North East LEP is working on to improve skills, encourage innovation and support business growth and better infrastructure. It is helping to build the profile of this work with local businesses and organisations.

And we have also designed a portfolio of visuals that support and amplify the LEP’s messages, focusing on the ambition of delivering more and better jobs for the region, and delivering the North East Strategic Economic Plan.

A series of photographs were commissioned to showcase companies and organisations in the North East LEP area - these support key messages and provide imagery for the creative campaign and website.

In addition, Horizonworks is developing one of the projects included in the North East Strategic Economic Plan - an online Apprenticeship Hub for the North East LEP, which will act as a focal point for employers, with information on apprenticeship schemes and support.

We’ve drawn on many of our core strengths whilst working with the North East LEP, from our creative flair and digital marketing know-how to our ability to engage with stakeholders and use research findings to inform messaging and brands. And we’re proud to have helped promote the North East to audiences near and far.

Commenting on our work, Helen Golightly, Chief Operating Officer at the North East LEP, says: “Our mission is to create strong, long-term growth for the North East economy.

“Building up strong relationships and networks across sectors and industries is essential to achieving this, so, it’s vital that our messages are communicated clearly and consistently to all our partners. With the new website and creative work, Horizonworks has helped us to achieve this aim.

“Working with Horizonworks is helping to support our delivery of The North East Strategic Economic Plan and the new website forms a core communication tool for stakeholders, investors and potential investors based around the world. Through better communications we can continue to strengthen our partnerships and deliver the Economic Plan – together we can achieve a stronger future for the North East.”

Samantha Davidson, managing director of Horizonworks, adds: “We share the North East LEP’s vision of building a stronger economic landscape in the North East and we have developed a visual style, website and creative campaign which will help to communicate the organisation’s role, activities and objectives.

“With our roots firmly based in the North East and a proven track record for delivering results and maximising return on investment for our clients, it is a privilege to be using our marketing strengths and experience in both the public and private sectors to promote both the work of the North East LEP and the region as a whole.”

For the last five years, Horizonworks has been working with organisations like the North East LEP and companies from sectors including engineering, manufacturing, biotechnology, professional services, renewable energy and technology in developing their brand and communicating their messages across traditional and digital marketing channels. And we’ve made a major impact for our clients by doing this.

Want to know whether your brand is communicated effectively among your target audiences? It’s time to talk. Give us a call on 0845 075 5955 or email [email protected]

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“It is vital that our messages are communicated clearly and consistently to all our

partners. With the new website and creative work,

Horizonworks has helped us to achieve this aim.”

Helen Golightly, North East LEP

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WHAT FACTORS LEAD TO THE NORTH EAST LEP IMPLEMENTING A REVIEW OF ITS BRAND AND DIGITAL PRESENCE? In March 2014 we published the North East Strategic Economic Plan. This marked

the beginning of a new phase for the North East LEP, moving focus from strategic

economic leadership to being responsible for the delivery of the plan, the success

of which will be driven by businesses and organisations working together in

partnership to achieve a common goal. Marketing and communications plays

a central role in achieving this as well as delivering elements of the plan itself.

It is essential that our communication channels are fit to support this - that we

have a brand that people can relate to and understand, and a digital presence

that provides a platform for us to communicate clearly and concisely about the

economic plan and its themes.

HOW IMPORTANT IS IT FOR THE LEP TO COMMUNICATE CLEARLY AND EFFECTIVELY? One of our priorities is to work even more closely with partners and businesses

as the greatest success will only come with a collaborative approach. Clear and

effective communication is central to this – raising the North East LEP’s profile,

building relationships with businesses and business leaders across the North East,

and delivering elements of the plan itself.

WHAT DID HORIZONWORKS BRING TO THE PROJECT?Horizonworks helped us create a strong contemporary and professional brand that

is adaptable and fluid, reflecting the culture and values of the North East LEP. They

provided an outstanding service from the outset, understanding our ambitions

and vision for where the brand needed to be. Through a responsive, proactive and

creative approach they brought experience and knowledge to ensure both the

brand and the website maximised its potential, whilst providing value for money to

ensure a holistic approach to our marketing and communication needs.

WHAT HAS BEEN THE FEEDBACK TO THE BRAND, WEBSITE AND MARKETING MATERIALS – BOTH INTERNALLY AND FROM EXTERNAL STAKEHOLDERS?We’re delighted with the creative, and have had really positive feedback from all

partners, particularly around the website. The site has created a really intuitive

overview of all our work – which encompasses a great range of information on

business support, innovation, skills and connectivity. It has been built in a way

that will allow us to continue to grow and develop this information, which we are

looking at over the coming months. The brand work is a significant part of the site

as well, it has enabled us to clearly define and promote our key messages, and

through strong and supporting images, visualise the strengths of the North East –

its people and its growing sectors.

WHERE WILL THE BRAND AND DIGITAL PRESENCE TAKE THE LEP?Over the coming years the North East LEP has one clear priority – to deliver the

Strategic Economic Plan and deliver more and better jobs for the North East. The

brand and digital presence is an important part of achieving this as it will enable

us to provide clear, concise, accessible and engaging communications that will

encourage greater collaboration and develop a stronger understanding of our

work, as well as the challenges and opportunities that come alongside this.

Left to right: Samantha Davidson, Managing Director of Horizonworks and Helen Golightly, Chief Operating Officer of the North East LEP.

Q&AWITH HELEN GOLIGHTLY, CHIEF OPERATING OFFICER, NORTH EAST LEP

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C L I E N T S P O T L I G H T : T O M L I N S O N H A L L


An award-winning major pump specialist has used Horizonworks’ expertise to help it reach new markets and give a key product a vibrant marketing makeover...

H E L P I N G T O L A Y T H E P I P E L I N E F O R F U T U R E G R O W T H

Tomlinson Hall & Co Ltd has won the UK Pump Distributor of the Year Award at the British Pump Industry Awards four times, most recently in April 2014. In January this year, it was named SME Of The Year in the 2015 NEPIC Awards, which celebrate the great and the good of NEPIC – the North East of England Process Industry Cluster. And the company was also a finalist in this year’s Teesside Business Awards, part of the North East Business Awards.

It’s fair to say, then, that the Billingham-based company is recognised across the UK and abroad for its expertise in the pump industry. Founded in 1919, the family-run firm is a renowned specialist in pump distribution and manufacture and is an approved global distributor for major industrial pump brands, including DEPA and ELRO.

But for all the recognition it has achieved, this is not a company which rests on its laurels or takes its success for granted. That is why, in 2013, it took the bold decision to rebrand and re-launch Liquivac, the innovative liquid ring vacuum pump it has developed and manufactures, and to re-energise its export strategy for the product.

Liquivac pumps can handle combinations of liquids, gases and fine solids and can perform a huge range of operations: they’re used across a wide range of industries, including desalination, chemical processing, water utilities, environmental management and food and drink processing. From seawater extraction in the Middle East to land remediation in the North East, Liquivac can take on many challenges.

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Our work with Tomlinson Hall represents a partnership between two NEPIC members - Horizonworks first met the firm at a NEPIC ‘Meet The Members’ event and our relationship has developed fruitfully since then. We were commissioned to develop the new brand for Liquivac, and we have since worked hand in hand with the firm to create a broad range of marketing material to substantially boost its promotion of Liquivac and to support the product’s launch into international markets.

Taking a strategic approach to our work with Tomlinson Hall, we analysed the international market opportunities for Liquivac and developed a comprehensive understanding of the product and its benefits to organisations in specific target sectors. This led to the creation of key messages for Liquivac, tailored to specific (and diverse) audiences, which were fed into both the product’s new brand and the visual style and marketing material. The colourful new brandwork gave the product a more contemporary look, with the logo itself generating a feeling of ‘flow’ and movement.

We created a new website for Liquivac (www.liquivac.co.uk), which was designed to appeal to end-users and potential distributors, plus a product brochure, sector-specific sales presentations on seawater extraction, food and drink processing, chemical processing, land remediation and utilities, as well as a technical manual and stationery.

The project also saw the Horizonworks team work alongside Dave Cockburn, senior lecturer in Games Art at Teesside University, who developed an animation of the pump, which vividly illustrates its operation and components. The animation, boasting the logo we have developed for Liquivac, has been used prominently on the website and in marketing material, such as presentations.

We also supported Tomlinson Hall in producing a winning entry for a market visit to Dubai, run in conjunction with UK Trade & Investment, which saw representatives of the firm promote Liquivac to end-users and potential distributors in the United Arab Emirates.

Liquivac has huge potential for use in many industrial applications in Dubai and the UAE as it can be applied in desalination – which provides most of Dubai’s fresh water – and in pumping water to aquariums and water features, which are popular in Dubai’s tourist and leisure developments. The pump’s flexibility means that it is ideal for use in the Middle East’s petrochemical related industries – for instance, in spill recovery, chemical processing and in pumping out bilge water from tankers.

Supporting Tomlinson Hall in implementing its export strategy, we produced an Arabic-language brochure and sales material to further enhance the range of marketing material used to promote Liquivac during the visit, and liaised with UK Trade & Investment on ensuring that our creative content would be effective for use in the UAE.

The new brand, website and marketing material has made a major impact in supporting Tomlinson Hall in promoting Liquivac to distributors and end-users, especially in the Middle East, and has helped the company open up new opportunities in this region.

Plus, the Arabic-language brochure has proved to be a major asset in demonstrating Tomlinson Hall’s intent to engage with potential customers in the Middle East.

As a full service, strategic marketing company, which specialises in translating complex technical information into messages which get our clients noticed ahead of their competitors, we have been able to bring a vast array of expertise

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to bear on the project - and we are proud to be helping Liquivac reach new markets in the UK and internationally.

And in addition to our brand development, design and digital work, Horizonworks has also helped Tomlinson Hall access funding for the Liquivac marketing campaign through the Investment For Growth Fund and the North East Business Support Fund – another example of how we support the businesses we work with.

Colin Simpson, business development director at Tomlinson Hall, sums up the project: “When we decided to re-brand and re-launch our Liquivac pump, we knew we had a great product with many USPs. What we didn’t have was a strategy and a direction for its future development.

“I proposed a total re-vamp and re-think to my colleagues on the board at Tomlinson Hall and was charged with the responsibility of making it happen.

“I had met some members of the Horizonworks team at the NEPIC Meet the Members event and at the same time I had met with the animation department from Teesside University and was very impressed with both. I decided then to offer the opportunity for both companies to meet and discuss the Liquivac project. I also had started to co-operate with UK Trade & Investment and invited them along to form a steering committee.

“Working with the team at Horizonworks has been a fantastic experience and they have really brought the Liquivac pump to life, with a range of striking creative work, which will form a major component of our export strategy.

“One couldn’t fail to be impressed with the proposal from Horizonworks, and the attention to detail from the onset and excellent communication has ensured there were no nasty surprises along the journey. It’s not only in delivering tangible products such as a brochure, business cards and website, it is the work behind the scenes in the support of all activities that also needs highlighting.

“Horizonworks’ awareness of the financial support that is available via external agencies has proven invaluable. We have also been supported throughout with information and ideas of marketing opportunities, not just press releases and adverts in trade journals, but entry into profile-building annual awards, such as the North East Business Awards and the NEPIC Awards.

“We were looking for like-minded, forward-thinking partners when we decided to re-brand and re-launch - and we found them.”

Want to know how full service marketing can help you reach new markets? It’s time to talk. Give us a call on 0845 075 5955 or email [email protected]

“Working with the team at Horizonworks has been a fantastic experience and they have really brought the Liquivac pump to life,

with a range of striking creative work.”

- Colin Simpson, Tomlinson Hall

Above: Colin Simpson, business development director of Tomlinson Hall & Co Ltd (fourth from left), with Fahad Al Thani, Director, Investment Support Section, Dubai FDI (far left) and Shahab Abdulla Shayan, Head of External Affairs for Overseas Offices at the Department of Tourism and Commerce Marketing (far right) with

members of the UKTI market visit delegation at the offices of the Dubai FDI.

Pump images on previous pages by Dave Cockburn, senior lecturer in Games Art at Teesside University.

Your brand is more than a logo or motif. It should represent the true essence of your organisation. Here, we explain how Horizonworks has developed a brand for a long established North East company, promoting its values and

helping its transition to an exciting new chapter in the process.

M O T O R D E A L E R S H I P ’ S B R A N D M O V E S U P A G E A R

For nearly 40 years, South Tyneside-based car dealership Vic Young (South Shields) Ltd has been serving customers from both the North East and across the UK. A family-run firm with deep roots in the local community, it has built up a fiercely loyal client base, with two or even three generations of the same families returning to Vic Young time and time again for new vehicles, and a customer retention rate that many companies can only dream of.

In the two years Horizonworks has worked with the company – which have seen us implement public relations activity to support its new and used car sales, fleet management, rental, motability and conversions arms – Vic Young has been recognised

with numerous awards. These include the 2013 Service Company of The Year Award and 2013 Special Award in the South Tyneside Business Awards and the Extra Mile Dealership Award at the prestigious national Disabled Motoring UK Awards 2013. Vic Young was also a finalist in the Dealer Principal of the Year and Used Car Retailer of the Year categories at the national Motor Trader Awards 2013 - widely regarded as the motor trade’s ‘Oscars’.

However, the company has never rested on its laurels and last year, appointed Horizonworks to implement a re-brand of the dealership. The purpose? To give the company an updated, modern feel and to create a cohesive identity for

its various divisions, including Vic Young Mobility (its motability arm), Northern Truck Bodies (its specialist conversions arm) and Vic Young Fleet Management.

The re-brand also coincided with a period of transition for Vic Young, which became a main dealer for Mitsubishi in September 2014, following several decades as a Nissan dealership. This further increased the importance of giving Vic Young its own, strong identity in both the local and national marketplaces.

The core brand was developed by Horizonworks to encapsulate Vic Young’s unique place in the market sector: namely, a company dedicated to


C L I E N T S P O T L I G H T : V I C Y O U N G


C L I E N T S P O T L I G H T : V I C Y O U N G

customer service and quality which develops a close, personal bond with its customers over many years (shown in the strapline, ‘your lifelong motoring partner’). A contemporary brand? In a visual sense, certainly, but a brand which still draws on Vic Young’s decades at the heart of South Tyneside, and the loyalty it has engendered in both customers and staff.

The core brand was then used as a launchpad to create new brands for each of Vic Young’s different divisions, giving them separate identities for use in their own marketing material, but identities which nevertheless marked them as part of the ‘Vic Young’ family.

Since developing the new brand, it has been used in advertising campaigns (created and implemented by Horizonworks), plus signage, vehicle liveries, merchandise, stationery and even staff uniforms; it has permeated and supported all aspects of Vic Young’s business.

PR activity has reinforced the key messages conveyed in the new brand, focusing on customer loyalty, testimonials and service excellence, and we have also worked closely with Mitsubishi to ensure that this exciting new era for Vic Young continues to be marketed effectively both locally and nationally.

Horizonworks’ brand development work for Vic Young illustrates just how important it is to get to the heart of a business – its true personality and character - in defining its brand, and how a brand then cascades through all marketing activities, and of course throughout the business.

Indeed, we’ve worked with a diverse range of other clients in developing their brands, including independent shipping and freight forwarding specialists Johnson Partners, North East law firm PGS Law, biomass solutions provider Gaia Heat, electronics company Hyperdrive Innovation and the North East Local Enterprise Partnership.

What they have all had in common, though, is an understanding of the importance of their brand and its role in creating positive perceptions and building a strong profile. Maintaining an ongoing brand development programme that is embedded into the wider, bespoke marketing strategy is vital in developing a powerful brand – and we can help your company achieve this, whatever sector you work in.

Want your brand to reflect the essence of your organisation? It’s time to talk. Give us a call on 0845 075 5955 or email hello@horizonworks.

Above: Examples of our customer-focused advertising campaign for Vic Young. Left hand page: Vic Young, Managing Director of Vic Young with customers Maureen and Annabelle Brand.

Crown & Glory Spring 2015

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Transcript of Crown & Glory Spring 2015