The Fuelcard Company - Client Case Study
The business brief
Traditional advertising techniques were proving costly and were not performing for The Fuelcard Company, the UK's leading provider of company fuelcards. Tomorrow People was chosen to create more online leads for the company's sales team of 25.
More also needed to be done to engage customers with the company brand and create customer loyalty. Emails were being fired out, but the database was not effectively segmented and the email copy was not targeted to readers' business pains.
The Fuelcard Company had a website that was running on empty. Despite being fit-for-purpose at the time of production, as time went by, newer and better models by competitors raced ahead, leaving it languishing in the slow lane.
Instead of a patch-up job, the Tomorrow People team started again from scratch, implementing a persona-driven structure and design to make it easy for the company's different target audiences to navigate the website.
We devised an inbound marketing strategy across the company's three websites with the aim of lead generation. Through a holistic approach combining blogging, social media marketing, online PR and SEO marketing, we developed an automated online marketing and lead nurturing campaign. By moving away from marketing based on cost, and talking to customers about value and control, we differentiated the company within a crowded market place.
We also redesigned the company's website, to make it more appealing and user-friendly, as well as its brochures and other marketing collateral.