Harvey and Hugo

{Harvey and Hugo}
Business Central, 2 Union Square Darlington,
Phone: 01325 486 666
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Tower Growth Management LLP


Tower Growth Management LLP (TGM) is an agile, trusted investment partner, managed a portfolio of companies acquired by owners who wanted to see their businesses reach their full potential and profitability.

Harvey & Hugo worked with the company to provide social media, PR and content marketing support during an seven-month campaign, which included managing its MailChimp and growing the database.

 

Aim

To start raising awareness and the profile of the company among its target audience.

 

Target market

TGM targeted business people in the 50 – 70 age bracket who ran a profitable, UK-based business and are considering selling, typically due to planning their retirement, perhaps ill-health or wanting to do something different.

The business also targeted quality brokers, regional partners, accountants, solicitors and IFAs.

 

Campaign

We initially helped the partners define a clear strategy to enable them to engage their target market. The objective of the short-term strategy was to start raising awareness and building the pipeline as quickly as possible.

It included:

  1. Website
  2. Photography
  3. Social media plan and activity
  4. Content plan e.g. blogs, case study
  5. Direct marketing campaign
  6. Media/pitch training
  7. Monitoring of activity

The Pack then ran a content audit on the company’s website. We identified areas for improvement, helped to re-write text on the site, ensuring it was developed with SEO in mind, and sourced imagery.

To develop the website further we created news and case studies sections and once social media accounts had been created, we added links to these profiles.

A monthly plan was then produced which covered website content updates, blogs, case studies, press releases, e-newsletters, event research and social media, which would all help to raise awareness of the business.

We created a Twitter profile for the firm and wrote engaging tweets as well as LinkedIn posts.

Topical blog posts were written, uploaded to the website and shared on social media to further boost website traffic.

We wrote and distributed two press releases to regional and trade media to announce TGM’s acquisitions, highlighting the growth and success of the company.

 

Results

Strategy

The strategy ensured TGM had a strong, defined marketing plan which helped guarantee consistency and developed engaging content, enabling the brand to stand out.

Thanks to the strategy a clear plan was established, ensuring we would create on brand messages to the target market. We also set KPIs (key performance indicators), which would enable us to establish the success of the campaign.

 

Website development

Following our audit of the website content, TGM had an engaging website, created with SEO in mind.

There were clear ‘News’, ‘Blogs’ and ‘Case studies’ pages, which provided a variety of content for website visitors.

 

PR

We distributed two press releases to regional and trade media, boosting the profile of TGM and sharing its aims and successes.

 

Ardor

TGM announced the acquisition of Huddersfield-based Ardor Engineering Ltd in 2018.

As a specialist in high-quality, precision-machined components, Ardor worked with a variety of clients in the nuclear, oil and gas, petrochemical, power generation and defence industries.

The acquisition partners planned to help develop the business by doubling the company’s profitability through working with its existing customer-base and supplier network.

To share the news, we wrote and distributed a press release to the Yorkshire press. The release received coverage in the following publications:

 

Visual Packaging

Expert business growth consultants TGM, announced the acquisition of Nottingham-based, Visual Packaging (Plastics) Ltd in 2018.

The experienced acquisition partners plan to help develop the business by increasing its turnover from £2.6 million to £3.3 million over the next year by working with the packaging firm to develop 100 per cent biodegradable plastic packaging.

To share the news, we wrote and distributed a press release to the Nottingham and packaging trade press. It received coverage in the following media outlets:

 

Social media

By creating content and engaging with the key target market on Twitter and LinkedIn we were able to drive traffic to the company’s website and increase the visibility of TGM throughout the seven-month social media campaign.

 

Twitter

New followers gained throughout the campaign: 308

Interactions / Engagement throughout the campaign: 256

Reach achieved throughout the campaign: 36,617

 

LinkedIn

Number of followers at the end of the campaign (June 2018): 28

Interactions / Engagement throughout the campaign: 236

Reach achieved throughout the campaign: 9,268