Starlight Communications has been working closely with Ground-Guards for many years to support their ambitious growth plans as they endeavour to capture more market share in the UK and expand into the USA and other countries.

With regular meetings to keep abreast of industry updates and to develop an ongoing understanding of the key issues and requirements that drive their target audience, we developed strategic marketing solutions to help achieve Ground-Guards’ main goal – growth via customer acquisition and retention.

Getting in front of the main target audiences – face-to-face – was crucial to maintain a strong brand presence in the industry, and so we supported various trade shows and industry events that Ground-Guards exhibited at.

Developing a slick, modern exhibition stand with prominent branding on display, as well as carefully considered messaging and graphics, key product placement and a strategically-placed meeting area – this enabled the company to engage with prospects, have meaningful conversations and capture new leads.

Our graphic designers created a suite of new sales literature that would be used by the sales teams to support their conversations with customers.

This included helpful spec sheets, a handy product brochure, leaflets and business cards, made available in printed and digital formats.

To communicate with a wider pool of target customers we created a structured email marketing plan. Using segmented data lists to target different industry sectors, we implemented the email program to promote special offers, incentives, company news and new product information – content that we knew would engage with the target audiences.

This objective of this was lead generation and to drive new enquiries into the business.

We devised a social media strategy to develop engaging content that would appear on the popular digital platforms that the target audience frequented. This primarily included LinkedIn and YouTube, but also X and Facebook.

With carefully-crafted content we posted in a structured and measured way; promoting customer testimonials and case studies, showing bite-size videos promoting specific product features and benefits, offering prize draws and competitions, and taking the lead on topical conversations about the latest industry developments.

We also set up coordinated staff profiles on the social media channels with a professional company image, so that team members could post, engage and respond in a professional capacity.

Measurement is a crucial element of modern marketing to understand which communications, channels, messages and activities have worked, and which have not.

We collated the data and feedback from across all our marketing activities to create a bespoke dashboard which was reported to the Board of Directors for discussion each month.

I’ve worked with Jim for many years and it’s been a pleasure. He has implemented various strategic lead generation activities that have increased our opportunity and raised the profile of the brand.

Laurie Luke, Managing Director
GROUND-GUARDS LTD