We’ve been working with Harrogate Steel since June 2019 to develop and implement an integrated marketing strategy to help them realise their ambition of becoming the ‘go to’ steel company for mid-tier construction firms across the UK. This has taken them from working with small independent builders, to securing large projects with a steelworks package of up to £300k.
One of these projects was a 900-seat family stand for Harrogate Town Football Club to help ‘future proof’ it ahead of promotion to the English Football League. On the successful completion of the project, the Harrogate Steel team spotted a gap in the market for a specialist sports stadium steel company that could offer end-to-end sports ground improvement and tasked us with developing a new brand to showcase their capability in delivering this to a niche audience.
During the Covid-19 lockdown, we carried out in-depth audience research, developed a brand communications guide to define the proposition and narrative for the new division of the business, and created a new visual identity using the chosen brand name Sports Stadia and strapline ‘future fit facilities by Harrogate Steel’ that was in-keeping with the parent brand.
Following the launch of the new brand in July 2020, we are now rolling out a strategic multi-channel content marketing campaign which includes a showreel video featuring time-lapse and drone footage of the existing stadium project, advertorial content in sports management trade titles, and social media campaign combining organic engagement with paid for advertising to boost reach and stay front of mind with specific targets.
Jo Parker, Director at Engage Comms, comments:
“Our clients are dynamic and fast-growing businesses and whilst the Covid-19 lockdown did slow business down in some ways, it also provided the opportunity to progress and diversify. We weren’t phased when Harrogate Steel explained that they wanted to launch the new brand quickly over the summer months and our experience of working at the heart of their business, within the manufacturing sector and with launching new brands from scratch, put us in the perfect position to support them in this next exciting phase of growth.”
If you are looking for support to launch a new product area or business division, get in touch.