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Case Study
Greyhound Box

Boxing Up a Marketing Strategy for a Leading Packaging Manufacturer

Greyhound Box is a leading manufacturer and supplier of corrugated cardboard packaging solutions.

They approached us to review their marketing strategy and activities. The packaging manufacturer wanted to understand what more they needed to be doing to grow awareness of their business within the multiple industries they supply to, including FMCG and beauty. It wasn’t long before we were developing an annual marketing strategy and executing a mix of activities, from blog content and PR to a full website redesign!

Read on to explore how we brought our recommendations for this sustainable packaging manufacturer’s marketing to life.

Research

First things first, we needed to nail our understanding of Greyhound Box. And what better way to do that than collaborative fact-finding sessions with various members of their team!

From their products and services to their company culture and business aims, we came away from these meetings with in-depth details about what motivates this manufacturer and what sets them apart.

Plus, plenty of newfound knowledge about corrugated cardboard – its applications, benefits, and environmental credentials!

Research

Greyhound Box’s Target Personas

It was then onto finding out exactly who Greyhound Box were wanting to win as clients. We call this a persona research session, which is also collaborative in nature. The floor was open for Greyhound Box to share their first-hand insight of their target customer base. That stretched from their buying behaviours to possible barriers in sales conversations.

And this isn’t just a one-off exercise at the start of a relationship! The insight we gain is constantly referred to and updated to ensure that our marketing activities keep addressing and resonating with the target audiences.

A Strategy Fit for Greyhound Box!

Now we had a 360° understanding of the manufacturing business, we put together a marketing mix suited to support their ambitions. This includes:

  1. An audit of their existing website which led to a full website redesign project!
  2. Regular blog copywriting
  3. Public relations
  4. Social media management
  5. Animation and video production

From the very start of our working relationship, we’ve been impressed by how committed Halston B2B’s are to truly understanding exactly what Greyhound Box is all about.

From the complexities of our packaging manufacturing operations to the values that are core to our culture, we feel confident that every marketing output is a reflection of exactly who we are.

Louise O’Brien, Managing Director of Greyhound Box

Packaging Manufacturer Marketing: Website Development Project

 

When we started working with Greyhound Box, their website had less than 10 pages. Details about their services were sparse, and there was very little information about the business itself. (For example, its history, culture, or client work!)

A lack of onsite content would negatively impact the website’s ability to appear near the top of search engine results pages (SERPs). Increasing their online presence was one of the core improvement aims of this full new website!

Our Website Work

Channelling all the above research work, we planned a website of over 20 dedicated pages. The aim? To better reflect the breadth and scope of Greyhound Box’s products and services!

Our content team set to work, combining the session findings with our own market research. This produced copy that wasn’t just relevant and targeted to each audience, but addressed and answered their common search queries, too.

Whilst it was important for the website to accurately showcase the manufacturer’s packaging solutions, it was just as important that it gave the stage to their core business values. The environment, staff wellbeing, quality, and innovation and development are Greyhound Box’s four key drivers. And we were all keen to shine a light on these attributes.

In fact, the Our People page has consistently ranked in the website’s top 10 performing pages each month!

While our content team were busy crafting copy, our creative team were working on a brand refresh to support the onsite user experience (UX).

Greyhound Box’s old branding was centred around blocky colours that gave it a ‘flat’ aesthetic. We wanted to give it a metaphorical ‘lift’ to move away from this static look.

Introducing colour gradients gives the 2D assets more depth and a sense of texture. Plus, gradients have created more of a contrast between the static background of the website and the text on it, supporting user readability and the overall UX of the site.

To ensure brand recognition across all of Greyhound Box’s marketing activities, the new look was rolled out on all creative assets, like those used across their social media profiles. A consistent brand gives that instant sense of professionalism and helps to signal credibility.

Websites
Computer screen showing 3 different Greyhound Box webpages
3 laptops showing 3 different Greyhound Box blogs

Packaging Manufacturer Copywriting

The new site went live in March 2023, but that wasn’t the start of our work on their website! From the get-go, we worked with Greyhound Box to develop onsite content (like blogs) to enhance their visibility in the SERPs. Once the new website was live, our work to strengthen their SEO (search engine optimisation) could really step up.

More targeted pages now include more of the keywords Greyhound Box are looking to rank for in search engines. Combining this with a blog that is now navigable from the website itself (the previous one was hidden!), and our SEO considerations are really starting to come to fruition.

3 copywriting trends to watch in 2024

Applying Google Analytics 4

And remember, website projects are never finished. It’s an ongoing activity to maintain, update, and add to the website. We regularly update Greyhound Box’s site with fresh blog content to support best SEO practice!

We’re also using tools such as Google Analytics 4 (GA4) to analyse the performance of the overall site and individual pages. This  helps ensure the content is working to draw in (and keep) the desired audiences for this packaging manufacturer’s marketing.

Google Analytics 4 Support: Unleash the Power of Data

A complete overhaul of a business’s website is a pretty daunting task, but it’s one that the Halston B2B team made as smooth as possible! They broke the project down into clear, manageable areas and were always on hand to answer any of our questions.

Getting the new website live was a true definition of ‘collaboration’ and is a testament to the relationship they’ve built with us over the last couple of years.

We’re chuffed with the professional look and ease-of-navigation the new site offers to our audience, and we’re looking forward to continuing our work with Halston B2B to analyse and refine the site’s performance to deliver the biggest impact.

Matthew Kay, Assistant Commercial Manager of Greyhound Box

The Full Marketing Mix!

We told you we were running a whole host of packaging manufacturer marketing activities for Greyhound Box!

Last but not least, social media. A marketing mix just wouldn’t be complete without it, and it’s not simply there to tell people about your product! It’s there to tell your audience about you as a business, and that’s something Greyhound Box were keen to channel through their social accounts.

Company culture is a core aspect of this manufacturer’s brand identity. Our creative team saw the addition of video assets to their social media strategy as the most engaging opportunity to showcase this integral part of their ethos, whilst adding a lively variety of content into their posts.

From ‘Employee of the Quarter’ animations to behind-the-scenes footage of the factory floor, these videos add a real ‘human’ element to Greyhound Box’s social presence. Not only that, but these assets provide more comprehensive analytics and insights by enabling the tracking of views, engagement, and watch time, supporting our continued review of the overall social strategy.

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Find out how we could box up an all-encompassing marketing strategy for your packaging manufacturing business by contacting our team.

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