Totally Local Company is a Stockport–based facilities management services company. They are in the school kitchens cooking up healthy meals for children, cleaning office spaces, maintaining highways and lighting, managing commercial waste, and looking after parks and gardens.
Established in 2007, Totally Local Company has always worked to ensure the local community thrives and to make residents of Stockport (and beyond) proud to live there. They are straightforward, together, and accomplished.
Back in July 2021, we had our initial meeting with the Totally Local team to set out what it was that we wanted to achieve together.
The main goals were to:
The focus was on creating a sustainable strategy that would support a brand refresh and set the business up for success in the years to come. We then outlined the key areas that needed addressing to create a comprehensive marketing strategy.
Totally Local Company’s growth had been driven mainly organically, through word of mouth and tendering opportunities. The business, therefore, had gaps in terms of its marketing strategy and wanted to accelerate future growth by addressing these and making the most of the communications opportunities.
Not only this but the market is saturated with significant competition. The challenge here was to make Totally Local Company stand out and become a key player in facility management.
During our strategy day, we discussed their journey to date, their visions for the future, the value they wish to bring, what they hope to do better, and the gaps that need to be filled.
From this, we created a set of personas for each of Totally Local Company’s audiences. The purpose of which is to create a deeper understanding of the typical pain points, goals, demographics, and identifiers of each audience, which in turn allowed us to create marketing messages tailored to each audience.
The personas allowed us to establish the brand positioning, tone of voice, and personality that would fit best in relation to their values. By forming this positioning, we were able to create a set of key messages that express what makes them different, and show not just what they do, but how and why they do so. These key messages are there to run through their content and communications, working alongside their products and services as well as standing alone.
We also ran digital marketing audits to inform on areas for improvement in terms of SEO, as well as offering suggestions and opportunities for paid media to create further reach.
The main goals of the new website were to:
We also helped to build the foundations for future growth – bringing everyone up to speed on the who, what and why to help them get excited about the future.
The first part of the planning process was to create a brand new site map to enhance the user experience and bring clarity to potential clients. This was done by dividing the service offerings into two categories:
This meant that users could understand which services are complementary, resulting in more service provision for the client, and hence, more business for Totally Local Company.
One of our main suggestions was to include illustrations and videos throughout the website to bring originality, and create an emotional connection between the brand and the customers, whilst helping to support written content.
The website now contains eye-catching and original illustrations on each page, including a moving illustration of a birds–eye view of Stockport and the areas in which Totally Local Company’s facilities could be used.
Not only this but we spent 5 half days of filming to pull together the stories of Totally Local Company to not only bring their personality and passion for work to life but also to explain their story in the most engaging way possible.
The Totally Local Company team is thrilled with the outcome of this project, as are we.
The hard work put in by all has resulted in a dynamic website that:
We’re really pleased with the outcome. The website results in particular speak for themselves. More traffic, high rankings, and people spending more time on the site. Mike and his team take you through a journey of marketing discovery that will allow you to accelerate your growth ambitions. Highly recommended.
David, Totally Local Company.
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