Case Study: Goodfellow
Goodfellow is a leading provider of research materials for industry and academia. Its products are used on a wide range of projects, from everyday building products to space shuttles and the large hadron collider.
10.6%
increase in organic traffic YoY
756%
ROI from paid campaigns
54%
increase in website traffic
The Brief
Initially engaging with Goodfellow several years ago, we have taken the company on a journey from being purely product-focused, to putting international marketing at the heart of their business strategy. We began by undertaking market research and a full audit of the company’s position in the global marketplace. This established a baseline from which we produced a multi-year scientific marketing strategy with tangible recommendations on how to increase lead generation, sales and brand awareness amongst the company’s target audience.
We’ve been working with the company ever since, taking on projects and supporting year-on-year marketing efforts. This has included work on specific side projects, such as the ‘Going greener together’ campaign. This was created to encourage brand awareness surrounding the use of ‘Green materials.’ A sub-brand was required as a starting point, as well as a range of visually impactful materials.
The Solution
Since engaging with Move, Goodfellow has seen a remarkable transformation in terms of how the brand is perceived amongst B2B decision makers in the marketplace.
Using a carefully defined array of online and offline channels, we have communicated Goodfellow’s messages to key international audiences and B2B buyers in a more consistent manner, establishing brand guidelines for the first time. As our knowledge of the brand has grown, we have increasingly been able to articulate this into more eye-catching and powerful marketing materials, with a range of trade publication adverts providing the ultimate example of this.
We’ve seen huge success on social media, taking the overall company followers number from 127 in 2017 to more than 15,000 in 2021 and activating more than 150,000 engagements. A range of case studies, press releases, web explainers and digital adverts has also been developed to pivot around this increased social media activity.
In recent months, we started taking the company’s thought leadership position to the next level too, by launching an education, STEM-focused blog. This has also accompanied promotion of a dedicated podcast geared around research materials for innovation and both have begun to play a key role in influencing purchase decisions.
With specific sub-campaigns as well as wider brand awareness, we have created an array of traditional and digital content, from brochures to social content and emails as well as science trade show stands all over the world. Long term global B2B marketing campaigns have been built around core “Innovation Solved” and “60 years of facilitating scientific innovation” themes.
For the “Green materials” range the visually appealing brochure was printed on distinctive recycled paper and a web explainer hones in on the key environmental messages. The materials that are available within the campaign were also used within the high-profile DesignJunction exhibition in London, which focused on the discovery of new trends, brands and products on the market. We produced a state of the art “garden of materials” themed stand at the show.
Testimonial
Move has completely transformed our marketing effort. Historically our approach to marketing had been a little reactive – we had worked with the same partners over more than a decade but felt that they were no longer challenging us to achieve the best return from our budget.
We decided to search for an internationally-focused, integrated and full service agency which could give us a strategic baseline as well as a more dynamic and creative approach to our brand. The results so far have been exceptional; although our logo may be the same, the Goodfellow brand sitting behind it is almost unrecognisable after Move helped us re-position and change our approach from purely technical to a healthy balance between technical substance and polished, commercial edge.
The team at Move has helped us not only get more out of the traditional channels we were already using, but has also introduced us to an array of new channels in order to widen our communications efforts, effectively acting as an extension of our own marketing department and playing a vital role in the coordination of our global marketing strategy.
Stephen Aldersley, Chief Executive Officer, Goodfellow
