The reason behind its marketing success is creative underpinned with strategic rationale.
LTGDC’s
marketing is based on a clear set of objectives, a strategic plan,
competitive analysis and market research that identifies and
understands the audiences in order to form the creative thinking around
their marketing activities. These strong foundations allow creative
with purpose. A powerful brand with direct messaging communicates
effectively to potential audiences; it serves to establish
organisations as a benchmark for others that can be evaluated on an
ongoing basis. It provides sustainability for creative marketing,
allowing it to be fantastic as well as efficient.
London Sustainable Industries Park
Amongst
LTGDC’s many successful programmes is the London Sustainable Industries
Park based at Dagenham Dock. This is the first development of its kind
in the UK. LondonSIP’s original objective was to create a new breed of
business park to break the mould of traditional industrial space as a
home for parked trucks, large commercial containers and rubbish
recycling. Its aim is to be a driving force for, and centre of
expertise in environmental technologies.
The
brand creative therefore needed to communicate a new dimension of
Industries Park. The result was an identity based on intersecting
shoots in a single box, illustrating the way LondonSIP acts as a focal
point for the whole area. It highlights that it is well connected, with
transport links providing access to like-minded businesses, brought
together on one site to support the development of new environmental
technologies. The creative strategy behind this brand identity has
identified LondonSIP as an innovator in their approach and led the way
among UDCs in showcasing this new type of Industries Park and brand.
The
long-term plan is to promote the LondonSIP through a campaign approach,
with a set of core messages and creative marketing that stems from this
central brand strategy - far more likely to be successful than creative
not based on clear strategy.
So
what are the essential steps? In simple form it’s about mapping out who
your stakeholders are and what they will respond to. The creative
output needs to talk to them in the right way. By establishing your
objectives and priorities, understanding your market position, knowing
the competition and reviewing your existing approach, you will enable
the creative heads to understand if a new and more dynamic way of
communicating is needed. Now that is sustainably smart.
For some sustainably smart creative based on sound strategy, call Abi at Lime on 020 7378 3456
Back to top
 |
