Drax 360 had two divisions and split their online activities three websites; services, tech and a group site. We were approached to update the services website to a more modern look in keeping with an update to the company design guidelines and one that was capable of supporting online lead generation. One of these sites (tech) was already hosted on HubSpot.
Our experts undertook an analysis of the business objectives, the market, competition and SEO and marketing strengths and weaknesses and proposed instead an amalgamation of websites creating a new site hosted on the Hubspot platform because:
- It became clear that the cross sell and up-sell opportunities would be enhanced by creating single identity and proposition articulated through one site.
- This approach would allow an inbound lead-generation programme for the whole company whilst keeping the costs down with a single instance of HubSpot.
Having decided to create a single proposition, we undertook a deep-dive personna development and competitive analysis. The outcome was to recommend a new language and messaging to describe the Drax 360 offer. We helped creat the 'fire systems lifetime management' concept including a diagramatic representation of this for use on the website, in presentations and in all marketing and delivery literature.
Drax 360 also made the decision to ask AG to carry out the branding update design guidelines work.
“The Axon Garside team are a pleasure to work with. Their attention to detail, professionalism and can-do attitude have made our rebrand and website redesign a truly enjoyable experience. ”
Emma Winstanley, Marketing & Communication at Drax 360