Case study: Nova Tissue

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Nova Tissue (previously Rose Tissues) is a £9.5 million turnover manufacturing business that has been established for more than 30 years in Oldham, Greater Manchester. Specialising in the conversion of paper into high quality, low value toilet tissue and kitchen towel for the consumer and ‘away from home’ markets, the family business had always relied on word of mouth recommendation and repeat business from owner-managers of businesses such as wholesalers, discount retailers and janitorial supplies companies. However, the marketplace had changed and they were increasingly having to competitively pitch to customers in the buying departments of larger companies who they did not already have relationships with.

With a 20 year old website and no marketing strategy in place, we first set about understanding the company’s USPs, products, customer base and long term growth plans. We then created a brand communications guide that articulated the company’s values, ethos, tone of voice and proposition, and used this to brief our designer on the creation of a new corporate identity and new company website.

rose-tissues-website-before-and-after

12 months after the launch of the new website, we then supported the company through a complete re-brand and change of company name to Nova Tissue.

We are now working with the company on an ongoing basis to help them engage and stay front of mind with past, existing and target customers via the website, email marketing and strategic use of relevant social media channels. This includes online research to identify and tap into new markets across Europe.

At the Chartered Institute of Public Relations’ (CIPR) Yorkshire & Lincolnshire Awards 2019, we beat off competition from a much bigger agency with a much bigger campaign budget in the Best Use of Content category to win a Gold Award for our work with Nova Tissue. We were recognised for not only our creativity but also our tangible impact on the business, contributing to a 20% increase in sales enquiries, almost all of which come via the website, and significant turnover growth from £6.5m in 2017 to £8m in 2018 and a projected £9.5m in 2019. Our cost effective, agile campaign also contributed to a net profit increase of 40% from 2017 to 2018.

We’re particularly proud of the fact that we have managed to take an incredibly ‘dry’ subject and create engaging content about this passionate, family-run team. Now that we’ve tackled loo roll manufacturing, we know that we really can turn our hand to anything!

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“The engaging, creative content that Engage Comms create and share on our behalf has helped us to stand out from our competitors, tap into new markets, and stay ‘front of mind’ with past and existing customers in a tough marketplace and turbulent political and economic environment. The fact that they are able to come up with new things to say that resonate with our target audiences in a non-salesy way has positioned us as a reputable company and trusted partner rather than just another supplier.”

Khurram Iqbal, managing director
Nova Tissue

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