BLOQS Creating The Marketing Team, and Preparing for a Rebrand – Case Study

Brand Overview

BLOQS, a unique co-working space in North London catering specifically to makers, faced a considerable challenge during their brand relaunch. Marketing Managed – (Bacon Marketing), a leading fractional marketing agency in the UK, was brought in by partner agency said & done (ABA Design) to oversee BLOQS’ paid channels, including but not limited to Facebook, Instagram, and Google, along with technical SEO in preparation for a new website.

Marketing Challenges

BLOQS faced a critical situation and triple challenge with a brand relaunch, a premises move, and a sudden vacancy in their marketing manager’s position. They needed immediate assistance to maintain momentum and execute a successful relaunch of their website, brand, and location. While also ensuring that they had a marketing team in place to keep up the pace with their marketing once the project had been handed over.

Marketing Objectives

• Drive traffic and enquiries in preparation for BLOQS’ brand relaunch, premises move, and new website launch.
• Conduct UX testing for the website and implement SEO and technical SEO improvements.

Marketing Strategies and Tactics

Marketing Managed, working in collaboration with partner agency said & done (ABA Design), we took charge of BLOQS’ paid channels, including Facebook, Instagram, and Google, to drive traffic and enquiries. Simultaneously, we engaged in UX testing, website SEO, and technical SEO preparations for the upcoming brand relaunch.

• Community-Focused PR Strategy:

  • Used Marketing Managed relationships with key press members.
  • Highlighted BLOQS’ status as a Community Interest Company (CIC), with focus on their unique service offering.

• Content Marketing Strategy:

  • Developed a content strategy focusing on the new premises, high-end machinery, and maker features.
  • Optimised website content for organic search and replicated strategies in paid search.

• Social Media Management:

  • Captured and shared regular updates on service offerings and new premises on social media.
  • Featured makers working at BLOQS, expanding their reach and encouraging more engagement.

• Technical SEO:

  • Followed best practices to ensure the BLOQS website was ready to go live, with a proper Website Audit and implementation.
  • Prepared the site for optimal performance without relying on any specific special strategies.

• Marketing Team Augmentation and Recruitment:

  • Within 24 hours of notice given, incorporate a team member to maintain campaign frequency, and reduce workload on founders
  • Promote and act as stage 1 and 3 filtering of candidates
  • Onboarding team member on site.

Marketing Actions Taken

1. Paid Channels Management:

• Executed targeted paid advertising campaigns on Facebook, Instagram, and Google.
• Utilised external landing pages for ads, redirecting traffic to the booking system.
• Achieved year-on-year increase in enquiries via paid channels.

2. Interim Marketing Team:

• Assumed the role of the marketing director in the absence of BLOQS’ marketing manager.
• Managed the execution activities to support the brand relaunch, premises move, and website launch.
• Conducted on-site visits to understand the workflow, premises, and team dynamics, along with content creation.

3. Recruitment and Onboarding:

• Facilitated the hiring process for a new marketing manager, the key person for the marketing team at BLOQS
• Onboarded the new marketing person and provided fractional directorship during the transition.

4. Day-to-Day Marketing Operations:

• Ensured consistent social media presence on Facebook, Instagram, LinkedIn, and Twitter.
• Implemented segmented email marketing for service users and general subscribers.
• Initiated PR efforts to secure coverage nationwide.

Marketing Results

1. Increased Enquiries: Through strategic management of paid channels, Marketing Managed – (Bacon Marketing) witnessed a year-on-year increase in enquiries.
2. Smooth Transition: We facilitated a smooth transition during the absence of the BLOQS’ marketing manager, successfully handing over the marketing team responsibilities when the new hire arrived, while providing varying support post hand over during the settling in phase.
3. National Press Coverage: BLOQS secured coverage from reputable outlets, including the BBC, showcasing their unique co-working concept and having a positive impact on their recognition and image-building.
4. Community Engagement: By featuring makers and their products, we expanded BLOQS’s audience and encouraged increased spending within the facility.
5. Optimised Online Presence: Marketing Managed technical SEO efforts ensured the website was ready for the relaunch, contributing to improved organic search visibility.

That’s a Wrap

Marketing Managed strategic intervention and best practices, directed BLOQS through a challenging period but also set the foundation for sustained growth. Marketing Managed’s multifaceted approach, from immediate takeovers to long-term strategy development, showcases our commitment to delivering tangible results in the ever-evolving landscape of marketing and developing brand awareness.

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