The Business
Procter Street
The business had moved on. The marketing needed to catch up.
Procter Street was evolving, with new areas of expertise and future divisions to accommodate.
The existing brand and website no longer reflected the business it was becoming.
And with different services, different audiences and different reasons for choosing Procter Street, simply adding more marketing activity wasn't going to solve it.
We needed to create a marketing structure that could hold all of that complexity together without dumbing any of it down.
Bringing it all together
We reworked the brand and created a visual system that could flex across the different divisions and areas of expertise while still clearly belonging to Procter Street.
We then built a new website around the way clients actually buy from the business — making a complicated range of services easier to navigate without losing the technical depth and credibility its audiences expect.
From there, we built the wider marketing ecosystem around it.
Branded email, personalised prospect outreach, LinkedIn, SEO, content and sales collateral all worked from the same proposition, messages and visual system rather than operating as separate bits of marketing.
One business. One commercial story. Everything working together.
The Results
Increase in website traffic
from 463 monthly sessions to a record 1,901
311%
open rates from direct prospecting emails
55.9%
Target Industry contacts built and segmented
9,500
Intelligence
All engagement tracked to
identify interest and
prioritise follow up
Turning marketing activity into commercial intelligence.
Broadcast emails regularly achieved open rates of 40–60%, while targeted campaigns achieved 55–69%, with individual campaigns generating click rates of more than 50%.
More importantly, the database and reporting allowed us to see which businesses and individual contacts were engaging.
Monthly reporting connected that activity back to business development — giving the directors a much clearer view of where interest was developing and where there might be an opportunity for a conversation.
Marketing wasn't simply creating activity. It was helping inform where business development should focus
What changed
Procter Street now had a joined-up marketing system: one brand, one commercial story and an ecosystem of activity designed to work together.
Procter Street had the structure, tools and marketing system it needed — and could continue managing it internally.
Want to talk about
your marketing?
I'm happy to have a straight conversation about your business, your marketing and whether JASi is the right fit.