Marketing & Design Services

Cambrian Packaging

Cambrian is a Wales-based company which supplies plastic bottles, triggers and closures for a range of sectors, such as horticulture, pet care and industrial cleaning products. They have supplied plastic packaging for popular brands such as Bob Martin, Lush and Kilrock Products.

What I did

Marketing Strategy

Google Ad management

Branding and logo design

Brochure design

Web design & development

Social media marketing

SEO content writing

Email marketing

Company document design

The brief

I began working with Cambrian in January 2021. The company wanted to work with a marketer who took the time to understand their products, customers, and their industry. They needed a strategic, yet proactive, joined-up approach to marketing.

The brief

I began working with Cambrian in January 2021. The company wanted to work with a marketer who took the time to understand their products, customers, and their industry. They needed a strategic, yet proactive, joined-up approach to marketing.

Strategy

The first step was to create a comprehensive 12-month marketing strategy which explored where the company was and where it wanted to be, the product offering, a SWOT analysis, industry research, competitor analysis, buyer personas, the customer journey, business goals and objectives and a 12-month marketing calendar.

I then developed an SEO strategy in line with the marketing strategy.

Marketing Strategy front cover blob

Marketing

I work closely with the company’s marketing coordinator to manage Cambrian’s social media content across Twitter and LinkedIn, as well as creating regular e-newsletters (boosted by enhanced email automation, segmentation and quality list management) and writing a monthly blog article focusing on industry keywords and topics.

We've worked with Peacock Digital Marketing since Jan 2021 on social media content and management, production of both printed and digital sales support material and website development in addition to establishing a documented marketing strategy to support growth. We're very pleased with Kirsty's attention to detail, swift responses, creativity and above all, her dedication to learning our business, products and sectors not just simply carrying out tasks. Highly recommended!
Lloyd Harvey, Cambrian Packaging

Results

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Goal Completions

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Website Users

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Average Session Duration

As part of the regular marketing activity I do for Cambrian, I plan, create and manage monthly Google Search advertising campaigns, and I’ve written and designed a series of website landing pages to support this. I started marketing for Cambrian in January 2021 and the below stats compare May 2021 to January. I set up goals using Google Analytics and Tag Manager, so we could track leads; these included phone calls, contact form submissions and sample requests. 

Phone calls increased by 88%, forms by 14% and sample requests by 24%. Website users increased, with new users increasing by 19%, and the people that visited Cambrian’s website spent more time on it, showing they were more engaged with the content. As part of the SEO strategy, I identified keywords which could be worked into blog topics and existing page content. This, along with a new ‘knowledge’ section, has meant that users can find the information they need to make an informed buying decision.

Graphic Design

Cambrian is further supported by my graphic design and website development skillset.

The company needed an updated product guide which showed their renewed focus and product ranges. I designed a 40-page brochure and liaised with the print company to arrange a spot UV cover enhancement. I also worked with a photographer to coordinate product photography to support marketing and the brochure content.

CAMBRIAN Packaging brochure

From the Marketing Strategy, we also identified useful documents which would benefit certain personas. This included some cheat sheets featuring industry terminology and material information, a pitch document template which can be edited by the sales team, documentation to accompany samples and design of new sample boxes and point of sale material for product ranges.

I also developed a micro brand for the company which will be used to emphasise Cambrian’s range of recycled plastic bottles and containers. The company wanted an alternative version of their existing logo so I created a design inspired by leaves, as a leaf symbol is often used to represent a company’s green credentials.

The Marketing Strategy also identified many aspects of customer service that the company does very well, and we developed the term VIPackaging and a subset of branding which is being used to highlight this excellence to prospects and existing customers.

Recycled-Logo-cambrian-packaging

Lottie mouse, credit: Alexis Angulo

Peacock Digital Marketing