The campaign targeted architects, specifiers, high security, educators and landscapers, and emphasised the USP of Jacksons Fencing products and the passion that goes into the creation, installation and maintenance of their products.
Jacksons Fencing is a leading designer, manufacturer and installer of perimeter security and access control solutions across a range of sectors, from schools and offices to residential and high-security projects. To define the Jacksons brand and set it apart from their competitors, we wanted to promote their high quality manufacture, unique 25-year guarantee, the passion in the business and their impressive 70-year family history.
The Think Tank’s first step was to create a communication, marketing and messaging strategy based upon research which resulted in integrated, brand, vertical and tactical campaigns.
Key members of staff were photographed and interviewed to be used as ‘heroes’ within print and online advertising, video and social media and further convey the quality, dedication and heritage of Jacksons.
We devised a communication and PR platform to raise brand awareness and support lead generation. Programmatic advertising drove traffic to a dedicated landing page and, most importantly, conveyed the key message of passion, expertise and knowledge.
Our hero stories were shared across social media channels through blog posts, alongside informative, educational content, which not only positioned Jacksons as an authority on fencing and security, but also boosted web traffic 20% year-on-year and increased inbound leads by 34%.
The campaign successfully cemented Jacksons’ position as a market leader and revitalised the company branding, whilst simultaneously raising the brand’s awareness and delivering high volumes of data capture, giving them the tools they need for future growth.