Accounting Eye is a financial planning firm dedicated to financial precision and creating narratives for informed decision-making. Marketing Eye had the opportunity of designing the organisation's logo and developing its new website, as well as marketing collateral to highlight their competence in delivering a variety of financial planning services. Our firm was able to develop a marketing strategy that assisted Accounting Eye in raising brand awareness within the sector. Marketing Eye created a plan that made the company's services easier for customers to understand. We emphasised Accounting Eye's primary services as part of the website creation process so that customers could quickly choose which particular services they require. It also enhanced user experience, credibility and brand identification.

Exodus is a not-for-profit organisation based in New South Wales that offers great support to those individuals who are facing mental health issues, domestic violence, addiction, and other hardships. Through therapy, counselling, offering shelter and community programs, they individuals and advocate for systemic change, fostering a brighter future for those in need.

Marketing Eye had the honour to work with the organisation to develop an integrated marketing campaign for Exodus's Christmas Appeal Donation Fund Campaign. The campaign aims to collect funds from the community to help feed, support and empower those in need the most, encompassing EDMs, postcards, posters, social media posts and website banners, amplifying their outreach and impact.

As a marketer, I'm constantly bombarded with the latest trends and technologies. One that has sparked both excitement and apprehension is the rise of Artificial Intelligence (AI) in marketing strategies. While the potential benefits are undeniable, ethical concerns surrounding its use linger. The ethical minefield of AI marketing is interesting and it’s worth exploring whether it's a friend or foe for the marketing profession. Here are some considerations as a marketing manager that I think are worthy of your time.

Company Profile:

Hurricane Tensile Structures, - the pinnacle of Engineering Excellence since the 1990s, is a particular design which incorporates tensile fabric materials known for their strength and durability, designed to withstand the intense forces and winds associated with hurricanes. They have built their reputation by honouring the craft for over three decades.

Business Goal:

To provide a secure and durable shelter while minimising the impact of hurricane-force winds on the structure.

Marketing Goal:

To mirror competitors in driving the company forward by aligning business, sales and marketing objectives.  

Challenges:

We believe Hurricane Tensile Structure faced many difficulties with its previous branding and website which did not align with the company values and market growth. Whilst they have made significant strides in in their unique services and commitment to provide efficient, speedy and cost-effective solutions, there was a need for a brand transformation to reflect this.

A significant challenge for the brand was the brand name ‘Trade Structures’ as it did not reflect the company’s unique services and features. It is evident that the logo needs to align with the additional updates within the brand strategy refresh.

Another challenge was the need to update the website with an immersive, interactive and educational digital presence. For any business, a successful website is the foundation to the sales process. Customer experience, information sources and design interactivity are the forefront to capitalize organic traffic with high conversion rates.   

Rebranding Strategy Solution:

Marketing Eye initiated an extensive rebranding process so the company can establish a trust with their target audience, distinguish itself from competitors and increase their growth and stability. Maintaining constituency in branding and incorporating both messaging and visual identity will reinforce brand recognition and contribute to credibility with customers and stakeholders.

This strategic rebrand initiative involved the creation of a tagline, SEO, direct Mmrketing, electronic direct marketing, public relations, a modernised website, an unique logo and brand name and engaging social media campaigns.

Tagline:

Marketing Eye’s team of talented designers and marketers brainstormed with key stakeholders in the business to reflect upon the value they bring their customers. The tagline wanted to create a greater meaning than a business who provides secure and durable shelter, and more to showcase their unique identity.

The tagline is ‘Beyond Boundaries: Modular Solutions For A Dynamic World’.

As a team, we believe this tagline captures the essence of its commitment to providing innovative and adaptable solutions that go beyond traditional limits.

Search Engine Optimization (SEO):

Recognising the significance of SEO is a fundamental component of marketing due to its ability to enhance online visibility, credibility and user experience. We believe it is crucial for HTS to appear in related searchers and increase digital performance. Through a combination of optimizing page titles, page meta descriptions, and images, traffic will increase to the website and generate leads.

Direct Marketing:

To enable a personalised approach, Marketing Eye now offers calls to encourage potential customers to visit the website. The calls allow customers to stay well informed on latest products to increase the opportunity for sales.

Electronic Direct Marketing (EDM):

Marketing Eye used the digital marketing tool of email marketing to firstly connect with customers on a personalised basis, but to secondly segment the customer base by industry, geographical, budget and solutions. In doing so, the business will be able to directly communicate customers with content which is catered to their personalized needs.

Public Relations:

As HTS public relations was limited, Marketing Eye used testimonials as a communication strategy to boost conversation and attraction to the brand. Marketing Eye wanted to communicate HTS brand positivity and credibility, therefore including testimonials elevated HTS market position as a credible business.  

New Website:

Although HTS utlizied their website to drive traffic, they were not taking full advantage of the benefits from organic visitors and converting them into loyal customers. As a team, we incorporated the brand colours into aspects of the navigation to allow for a cohesive structure for all content. The website updated its key messaging to tailor each customer preference whether it be blogs, links to social media platforms, CTA prompts or engaging imagery. 

HTS website now features engaging and compelling content and provides a distinctive user experience, aiming to both engage and convert visitors into potential clients.

New Logo:

We designed a new logo that reflected the new modern identity whilst embodying simplicity. Keeping the colour palette white not only maintains a seamless aesthetic but also symbolises the seamless services HTS delivers.

New Brand Name:

‘Trade Structures’ – ‘Hurricane Tensile Structures’

In reference to SEO, there was a challenge to the previous as it never reflected the uniqueness of what HTS had to offer to their customers. Marketing Eye worked with the business to create a name which portrayed who HTS are and what their unique service is.

Kanye West's Super Bowl marketing strategy is not just a prime example but a complete masterclass for using event-driven marketing, strategic pricing, and consumer psychology to achieve extraordinary sales figures. This approach, while unique to his brand's persona and market positioning, offers invaluable insights for businesses aiming to refine their marketing strategies for heightened impact and profitability.

Remember those captivating long-form ads that felt like mini-movies? Are they relics of a bygone era, or can they still hold their own in 2024? With goldfish-like attention spans and endless content competition, the effectiveness of long-form ads sparks ongoing debate. So, the burning question remains: “Do long-form ads still work in 2024?”

Every year, the Super Bowl isn't just about the clash on the gridiron; it's also about the battle of the brands competing to conquer the viewers' attention during commercial breaks. The Super Bowl ads have become a cultural phenomenon in their own right, with marketers pulling out all the stops to create memorable and impactful advertisements.

As a principle of marketing, the visual representation of your brand plays an important role in capturing the attention of your target audience. Graphic design solutions have become indispensable in creating a lasting impression, differentiating your brand, and ultimately driving marketing success. We will explore the power of tailored graphics and how they contribute to enhancing your brand's identity and market appeal.