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What makes our relationships successful

Successful PR and Marketing starts from having a clear business objective and commercial goals. At Haynes MarComs we work closely with our clients to define the impact that PR and marcomms activities must have on the business. From here, we provide proposals to support this journey. Should you have a specific programme or campaign in mind, please share your brief - and we will explain how we can facilitate your ideas.

 

Where we have the best relationships and make the most impact are those companies that: -

 

  • Are under development, growth or change. The leadership is committed to a vision and goal (or defining one).

  • Invest in the process as much as the desire to see specific results - we support you to deliver. If you don’t have the time, we are not the right partner.

  • Recognise that the most effective marcomms programmes work towards complete buy-in across your organisation.

  • Your value proposition stands on its own with evidence and proof points. Without customer success, testimonials and both qualitative and quantitative insights, you'll hit a ceiling. We help you smash this. 

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CASE STUDIES

Building a pipeline: Crafting a value proposition to hit a profitable audience

The situation: bridging the gap between perception and reality

  • Struggling for traction in the marketplace, not resonating with market

  • Sales team hit roadblocks with new business

  • Lack of clarity for why sales were successful 

  • Trapped in a cycle of doing sales activity for activity’s sake.

Haynes MarComs’ process: value proposition and brand development

  1. Established the company's value proposition, services and products, sales cycle and industry expertise. 

  2. SWOT analysis: identified key problems the company solved for their customers, and which areas of the business were profitable

  3. Crafted a new value proposition including strapline, plus vision, mission and values, clarifying communication messages within the market

  4. Identified buyer personas and organisational profiles, creating a strategic workflow with audience targets for more effective new business impact

  5. Designed a refreshed brand identity, including brand guidelines

  6. Redeveloped the website, incorporating buyer user journeys

Haynes MarComs’ impact: delivering opportunities and growth

By creating a range of content and messaging to target specific audiences, Haynes Marcoms was able to assist the company in achieving significant growth. With greater clarity of its market, the company was able to redefine its positioning and carve out a reputation as a key player. This led to it being sold to a much larger enterprise, acquiring further businesses which aligned with its revamped value proposition.

They said:

Haynes Marcoms worked closely with us to define our market position and value proposition, developing a set of brand and communications guidelines, and building out our marketing and sales channels. As part of the market development, ongoing counsel from the team has allowed us to focus, adapt and diversify our service offerings. They challenge our ideas so we can make our marketing and our business the best it can be.


 - SVP, Practice Principal, Travel & Hospitality​

  • A strategic framework for communications and new business 

  • Enhanced customer relationships: existing customers better understood the value

  • Eased the path for new business: inbound and outbound sales activity delivered. 

  • Improved recruitment and talent retention: expanding its talent base and brand profile 

We said:

Corporate leaders often see the company in a very different way to their teams and customers. Being able to speak with key stakeholders was vital to the success of this project; it let us really drill down and find the opportunities for growth, as well as shape a more meaningful marketing strategy that subsequently has proven to lead directly to business success. 

A long-term partnership: helping a travel technology company grow its global recognition

The client’s situation: raising the profile and gaining traction with the right audiences

  • A lack of awareness in key target markets, particularly the UK and USA

  • Difficulties with its value proposition and how be creative with content and marketing channels

  • A desire to expand industry sectors, moving beyond success with tour operators into the wider travel space, and later expanding to retail

  • Sought growth in their database and higher engagement from both potential and existing contacts, all whilst adhering to strict local data regulations

Haynes MarComs’ process: a multi-pronged approach, evolving alongside the client

  1. Provided full SWOT analysis and recommendations for value proposition

  2. Created a marcomms strategy to connect with the right buyers

  3. Created rolling six-month marketing plans which evolved as client developed their business and refined their target markets

  4. Activated multi-channel campaigns to improve brand awareness and raise the profile of senior leaders

  5. Leveraged customer success stories as a way of showcasing real-world applications of the client’s technology solutions, using existing customers’ as ambassadors

  6. Highlighted the client’s solutions through speaking engagements and awards entries, including offering their customers’ recognition by sponsoring them for awards

  7. Utilised owned content to position the client as a thought-leader and drive traffic to the website through industry analysis, whilst raising awareness through earned content placements with top-tier media outlets

  8. Engaged potential and existing customers through reinvigorated social media and email campaigns

Case Study - A long-term partnership - helping a travel technology company grow its global

Through a wide range of marketing and communications activities, utilising a multitude of channels, Haynes MarComs was able to position the client as thought leaders within their chosen area. By expanding industry-relevant themes to other sectors, Haynes MarComs helped the client expand their sales funnel into different geographic regions, as well as industry sectors. During our time working with them, the client was purchased by a globally recognised business leader, ultimately becoming amalgamated into their parent company’s operations.

They said:

Haynes MarComs improved our sales funnel and grew our marketing channels, creating intelligent and engaging content for our buyer profiles. A real extension to our team, Haynes MarComs aligned to marketing objectives, actively proposed new initiatives and effectively drove plans forward.


- Director of Marketing, Travel Technology

We said:

Haynes MarComs’ impact: delivering opportunities and growth

Crafting a wide portfolio across the marcoms spectrum, we were able to position the client as thought leaders within their field, heighten the market’s understanding of their technology solutions, and improve engagement with potential and existing customers through social and email communications. 

  • Credibility & Industry recognition: well-constructed, data-led award nominations compiled by Haynes MarComs helped the client and their customers win a number of well-regarded industry accolades

  • Engaged audiences: social media followers and website visits, both key metrics for the client, ballooned. However, even more importantly, the engagement of the audience also increased

  • Thought leadership: from articles to speaker appearances, Haynes MarComs successfully positioned the client’s key spokespeople as industry experts and thought leaders across a range of topics

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Haynes Marcoms is a tremendous asset to Mentor Group and considered an extension of our marketing team. They have been highly influential in developing our Marketing and PR Strategies, contributing to us having a record year in a hugely competitive marketplace. The Haynes team has gone out of their way to understand our industry - this dedication allowed us to come top in two global industry awards and second in a third against globally renowned companies with budgets that dwarfed our own. We could not have chosen a better PR and Marketing partner which has allowed us to be a modern-day David to take on the Goliaths

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Mark Neave

Brand and Marketing Manager

Raising industry profile: supporting a tech company’s growth and market repositioning

The situation: repositioning the client as a technology leader and innovator

  • Major shift in its positioning

  • Service provider to technology company

  • Launching new products and consultancy division

Haynes MarComs’ process: magnifying the corporate story

  • Press releases: regular seeding of stories to key media

  • Thought leadership: position senior stakeholders as leaders

  • Awards: highlight successful real-world applications of its solution

  • Content delivery: created a content plan to support key marketing messages

  • Media training: preparing spokespeople for public speaking

Haynes MarComs’ impact: raising the client’s profile 

  • Diversified its reputation, shifting from a services company to innovative tech solutions

  • Generated 124 pieces of media coverage reaching 219 million readers in key titles for the company.

  • Client was shortlisted for 54% of awards entered, winning almost 30%

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They said:

Haynes MarComs’ expertise in the technology and hospitality industries has taken our marketing to the next level. From writing winning award nominations to spotting opportunities in sync with our target audiences, the team at Haynes MarComs have continually raised the bar. They have become truly integral to our team as we undergo corporate transformation.


- Director of Marketing, Hotel Ecommerce

We said:

A true partnership, the client’s transparency and customer relationships have helped achieve stellar results during awards season, as well as substantial media coverage. They understand the value of data and are willing to share their industry insights to drive narratives within their chosen markets. They have ambitious future plans - and we’re excited to be helping them on their journey.

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