Green Modular Case Study

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Green Modular is a leading UK manufacturer of contemporary modular classrooms for schools and modular buildings for commercial use.

The Solution

Initially we worked purely on their SEO, and subsequently took on their marketing activities back in September 2015.

“Wagada have been working with us to deliver SEO support since we first commissioned them in 2013. Their strategic, proactive approach and in-depth digital expertise has transformed the on-line presence of our brand portfolio. The team are now supporting us with both on and off line marketing projects. They have been project managing our content marketing plans to ensure cohesive engaging comms from social to print and events. They are results focussed, deliver an excellent service and I’d be happy to recommend them.” Craig Riley, Director, Green Modular      

We began by conducting keyword research to identify the best keywords for Green Modular’s market and offering. The web pages were analysed and existing content optimised so that Green Modular would start ranking for the relevant key search terms.  We created compelling content, ensuring that Green Modular’s website was frequently updated with fresh, quality content.

Wagada also manage Green Modular’s social media campaigns ensuring engagement with Green Modular’s audience.

Our outreach work ensures we have authoritative backlinks to the Green Modular website.

Next we assessed their key trade press and identified Independent Schools Magazine as the most authoritative magazine for the sector. We then wrote an article and ran a full page advert, to raise their profile and to widen their appeal to the independent school sector.

Direct Mail and email marketing have worked well for Green Modular. Wagada manage three to four direct mail campaigns a year for Green Modular. They showcase recent modular classroom projects and are targeted at primary schools in neighbouring counties. The schools are sent a direct mail piece to encourage them to make an appointment to view the school’s new classroom and are followed-up with a timely email reminder. This campaign has been so successful, they have been temporarily halted to allow the client’s sales team to catch up with all the sales enquiries!

As part of the content marketing strategy that Wagada developed, we produced case studies, videos, testimonials and whitepapers. Wagada handled content creation and photography as well as managing the design process from start to finish. These were used to refresh brochures, as well as in email marketing. The case studies were posted online and we took this one step further, by producing a video case study. Wagada also supported them with brand development, defining new benefit-led straplines that really captured the essence of the product and brand promise. We then refreshed all of their sales collateral, using the new benefit-led straplines.

Blogging is another key work area for Green Modular with such topics as “Ten things to think about if you’re considering a modular building” and “Inspirational teaching and learning environments” recently covered. Having identified key industry terms, phrases and keywords, as well as current news and industry trends, Wagada built up a strong body of blog content that was optimised to support SEO and to increase footfall to the site. A great example being, where Wagada identified that many schools are having to take on more students – so responded to that trend by producing content to give help and advice to schools. Wagada have become subject matter experts and are seen as an extension of the team by Green Modular. Our advice blogs support Green Modular’s positioning as market leaders through thought leadership, as well as creating brand awareness. This has also enabled Green Modular to be seen as a reputable, trustworthy and authoritative company.

We managed the production of two videos; one was a video case study where Wagada handled the interviewing and production process; the other was a promotional video for Green Modular.

The Results

We agreed key metrics with Green Modular and identified a list of measures to track:

  • Keyword ranking and improvement
  • Organic search visits
  • Leads generated by source
  • Email open rates
  • Click-through rates
  • Email responses,
  • Social media engagement & followers across Twitter, Facebook and LinkedIn
  • DM pieces sent
  • Whitepaper downloads

A great example of our digital marketing success has been seen in the keyword ranking and organic search visits.

Back in June 2014, Green Modular were ranking for only 4 keywords. If we look at their position two years on, they are now ranking for 21 carefully selected keywords, a staggering increase of 425%! Organic search visits have grown by an impressive 648% in the same time period. Our digital marketing activity has generated significantly higher lead volumes and has driven sales enquiries to keep their entire sales pipeline full for many months to come.

“Wagada are very focussed on achieving results, so much so that in the first five and a half months of 2016, we have already achieved the same turnover as the whole of 2015 which Wagada have played a significant part in us achieving. Very impressed!” Craig Riley, MD, Green Modular.

Summary

Since Wagada started working for Green Modular back in 2013, the business has changed dramatically, as has Wagada’s remit. We have worked closely with Craig to understand priorities and budgets, agree objectives and review results. The proof is in the pudding with any marketing strategy and execution, and Wagada are delighted with the results and growth that we are supporting at Green Modular.

To find out more about what Wagada has done for Green Modular, click here.