Our challenge
In 2008, Jonny Boys acquired the old Vosper Thorneycroft site in Portsmouth, renamed the site to Trafalgar Wharf and converted the large boat shed into an indoor Drystack for boat storage.
The business has grew and over time, added on a number of new companies and brands, operating in marine leisure commercial marine and property services sectors. These included online boat brokerage RIBsForSale.com, a membership boating club Boat Club Trafalgar, Ballistic RIBs, plus a marina, boatyard and a commercial shipyard.
Following an exploratory first meeting it became apparent that despite the size of organisation, the business felt they were experiencing low brand awareness, and wanted guidance on what to do with their marketing.
Rushall Marketing was engaged to help refresh and create a strong platform for the group to market it’s services and strengthen it’s market position.
Our approach
When I first met the Trafalgar team I was struck by the friendly team and high customer service levels, yet the team were evidently struggling to articulate clearly and succinctly what all the businesses were about. Their ‘Why’.
After spending time with each business manager and conducting team workshops, I proposed a simpler, clearer business structure, differentiating the company brands from the managing companies. Importantly, this process helped surface the common values that underpinned all the individual brands, unified under the new Trafalgar Group identity. With this stage completed, it became evident that current brand identities, which had all been designed at different stages, were out of line with the overall image and message that Trafalgar was trying to project.
In collaboration with Yellowbrand design, we developed a contemporary, approachable brand identity, to give each band a clear identity, yet clearly within the overall Trafalgar Group portfolio. This project was rolled out in 2019, with updated sales collateral and site branding, together with consolidating and relaunching the various company websites, in association with iMarketingOnly
A subsequent project focused on updating the the marketing databases, CRM system and moving towards an integrated communications platform.
Key Outcomes:
- Strong, contemporary identity and brand structure that enables the business to expand
- Improved and more professional communications
- Modernised new websites with improved customer experience and data capture
- Effective segmented database for more relevant targetting
- Increased website traffic, PR and brand profile
- More accurate lead generation and monitoring of marketing effectiveness
