As part of the workshop preparation, Marketing Angels conducted a research survey amongst current staff to define what the “STS” brand said to them and what they perceived the key strengths of the brand were.
Marketing Angels conducted a half-day brand and marketing workshop with key personnel from STS Systems. The outcomes of the workshop indicated that the existing brand Severs Technical Systems, did not represent the business on an international scale and as a result, the business changed the name to STS Systems. A tagline was also developed to support the new business name “Supporting Our World’s Infrastructure”. We also helped develop a new set of core company values to align with the new brand.
STS Systems originally Severs Technical Systems, was formed in 1992. Since then, they have established themselves as technical experts and leading suppliers of pre and post tensioning systems to customers worldwide. A change of company ownership and new leadership presented an opportunity for “Severs” to review their branding.
STS Systems contacted Marketing Angels as they were looking to review their brand identity and positioning in the market and get the current STS team “on the same page” as it related to the brand identity and company values.
One of the key elements of the marketing was to create a new website. STS wanted the website to be professional, informative and to attract leads and enquiries from their target market both nationally and across the globe. Marketing Angels conducted a workshop with STS to define the buyer’s journey and key elements of the website. Key goals that were identified were:
Marketing Angels then mapped the buyer journey based on client type, how they found the website and products they were looking for to define the key content and functionality of the site.
The marketing has had a very positive impact on STS business across the board. Internally the new branding and values have given employees a renewed energy and they feel more connected to the business. Externally, it has attracted a lot of enquiries from overseas, with many seeking information on the products and services offered by STS.
Since re-branding and launching the new web site STS have experienced significant growth. Overall revenue has grown significantly and sales in post-tensioning have more than doubled from the previous year.
Both the website and brand are delivering. It’s had a huge impact, predominately from overseas customers searching for our type of solutions.