Pauley Creative were recommended to shentongroup through a mutual contact. The relationship begun with the Digital Profiter Hunter program back in 2012. Pauley Creative completed the full digital and perception audit and presenting recommendations across all aspects.
Our in depth diagnostics approach included a full analysis of shentongroup‘s current digital footprint. It engaged with shentongroup customers and internal staff to understand the perception and opinion of those closest to the company. A competitor analysis was also completed to help benchmark from the off and to understand opportunities not being taken advantage of.
As suppliers of standby generators and other power continuity related products, the level of expertise within the business is very high. The tone and content of the existing materials and website did not reflect this highly skilled business in the correct light. Pauley Creative flipped the tone of the content to focus on the service, expertise and complexities of the process, rather than focussing on the units that are installed.
Here’s a great post on product positioning for specific construction audiences.
Pauley Creative started from a blank canvas from a PR perspective; from the building up of key communications messages, to establishing relationships and identifying opportunities in media.
shentongroup were keen to utilise an extensive list of potential customers through email marketing.
Key to the content strategy was to unmask the hidden knowledge that existed in the company and translate this into sharable, consumable content for the mechanical and engineering audiences. Pauley Creative continue to create a combination of technical and company news articles.
A series of targeted whitepapers were created to act as a hook for better qualified lead generation, prospect engagement and to raise shentongroup‘s brand presence amongst various different types of audience including the specification market and end users of a diverse business type.