Raising Awareness of the Brand for AVT

The Challenge

Our client, Applied Visual Technologies, are US based full-service audio visual experts, who provide end to end broadcast studio solutions that include design, installation, training and on-going support.

Their main challenge was that they needed to raise awareness of both their brand and core services, amongst potential prospects in the higher education and corporate sectors.

Very limited digital marketing had been completed prior to Seeblue’s involvement, with the exception of email marketing and some organic social posts.

The Ambition

The client was keen to work with an external marketing partner who could review their current strategy, identify what was working well and what they could build on. They were also eager to identify opportunities to further develop their marketing capability and performance.

Having done little in the way of digital marketing historically they wanted to utilise the power of their social media channels, testing paid media campaigns to show engaging ads, with relevant content, to decision-makers within their target sectors.

Ensuring that their 1st and 2nd party data was captured correctly was important in order to inform and guide future decision making. Defining how this data could be used to drive deeper engagement and remarket to their target audience was necessary as the objectives shift from brand awareness to active demand generation.

The Solution

Firstly, we conducted a Rapid Review to quickly ascertain the clients core objectives and the current status of their marketing strategy and performance. This would enable us to identify what they could build on, but also where the opportunities lie, and what should be prioritised (with or without our help) towards the attainment of their commercial objectives.

The Rapid Review was made up of a series of interviews with key stakeholders including the CEO, Marketing, Sales and Product experts. In the course of these interviews we learned about the market and their positioning within it, competitive pressures and customer needs. In parallel we also carried out detailed analysis on multiple digital channels, such as Google Ads, paid social, SEO & Google Analytics. The findings from the Review were shared with the client in a concise and easy-to-understand report, which included prioritised recommendations on the next steps.

The feedback from the Rapid Review has led to wider changes within the business, such as upgrading their website and revamping the copy on the site, to be consistent and more relatable to their target audience.

We ran a 3 month proof-of concept ad campaign on LinkedIn with a limited budget. We succeeded in getting our client’s brand in front a number of the biggest universities in their home state, in addition to some household names. We did this by promoting their core product via colourful, visual ads reflective of the sector they operate in, which was accompanied by clear, concise and engaging ad copy. This resulted in an overall Click Through Rate of 0.72%, which is well above the industry benchmark of 0.3% – 0.5%.

The project delivered

  • Analysis on the client’s digital marketing channels
  • A prioritised list of opportunities and areas of focus
  • Action oriented recommendations that could be quickly implemented
  • Increased brand awareness within their prioritised audience
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