“Our decision to choose Halston Marketing to look after our full marketing mix was due to their impressive experience and understanding of heavy industries and their creative marketing abilities. Their work with our team to ensure marketing activities benefit our sales teams has been extremely beneficial to our operations, and we are excited to see continued growth through our work with their team.” – Alan Henderson, CEO, Allied Glass
Rebranding Leading Glass Manufacturer
Allied Glass is a leading glass manufacturer specialising in both premium and propriety glass bottle production for the drinks industry. They pride themselves on being chosen to bring the world’s most prestigious brands to life through the art of glass design and manufacturing.
In-Depth Competitor Analysis
Our initial work with Allied comprised of in-depth competitor analysis. Compiling a selection of leaders within glass manufacturing, we observed and evaluated businesses both from a portfolio and marketing perspective to give us a broad view on the market saturation and who Allied’s main contenders are. These overview of the market and their competitor performance enabled Allied to greater understand their USP’s and identify gaps in the market.
Our research into competitors marketing strategies covered all types of activities including on-site content, social media performance, presence of PR as well as a full analytical website audit so we could ensure any future strategies competed at a high level.
Nailing Down Personas
Allied work mainly within the alcoholic beverage industry but with a wide range of differing companies, from new emerging brands, traditionalist companies, all the way up to blue chip contenders. To ensure we were targeting their marketing mix in the correct way, we produced insightful documentation on each persona group, going into detail on their challenges and associate these with Allied’s offering, alongside suggested messaging and marketing strategies that would resonate with each audience group.
An Inspirational Rebrand
When we started our relationship with Allied Glass, their branding did not present the breath of the services and technical capability. To address this, we worked on developing a new tone of voice, and established a refreshed hierarchy of messaging which would act as the core to the new brand. This redefined messaging was used across social media platforms as well as on-site content and case studies and was highly influenced by the persona documentation.
As well as a new tone of voice, our creative team got to work refreshing Allied’s creative look and feel. We worked with the existing logo and colours to create assets that showcased the brand in a more creative and innovative way. For social media style setters, we went with an imagery led approach, even carrying colour and imagery through to any text within the assets as we found this to be the most engaging and elevate the brand.
We produce and manage all aspects of content creation for Allied, from engaging on-site blogs and case studies to industry-specific PR coverage. All of this is derived from the overarching strategic campaigns that are in place, that are driving cohesive and resonating activities for their chosen audience. Content is thought-lead, reactive and industry focussed. Through being given full management of Allied’s social media channels we have seen their audience grow exponentially since our takeover, with LinkedIn alone increasing by 15% within the first 9 months.
In less than a year working with Allied Glass, we have been able to elevate their brand through tone of voice and creative output whilst increasing brand exposure within the glass manufacturing and sustainable packaging industry. We have completely reformed Allied’s appearance with a full rebrand including their new website and continued enhancement of tactics through their holistic marketing strategy.