Leading glass packaging manufacturer in Southern Africa, exporting glass packaging to 17 African countries and over half a century of glass manufacturing experience in South Africa, Consol has a heritage that is truly South African and assumes its position as industry leader with pride.
Consol approached us to help them understand where their positioning in the South African marketing landscape, and what marketing collateral was needed to better engage with audiences. To achieve this, we completed an entire brand research project.
We looked at their current platforms, content, and architecture, assessing their relative strengths and weaknesses to develop a succinct and measurable strategy offering transparent deliverables. Through the research, we determined which platforms were relevant to personas, content pieces which resonated with users and paved the way to developing a strategy that supported the entire customer journey.
With a diverse group of people surveyed across telephonic, email and in-store research, the consensus was that most prefer glass when purchasing drinks, drinking alcoholic beverages and for daily use. Additionally, though people thought recycling was important, they would recycle more if facilities were made available to them. Consumer would prefer to be communicated to through social media (majority prefer Facebook, informative videos, and Twitter) and TV adverts.
Most traffic came from organic sources to the web page. This showed that people are actively searching for glass products and presented an opportunity to increase website traffic with paid and social campaigns. Information architecture was imperative for the website as it contained product related information which meant items could be easily found, lowering user frustration.
After a complete examination of Consol asset content, it was clear that a stronger focus was needed in creating a point of view and relevant tone of voice. Social content needed to better indicate and articulate the areas of lifestyle, DIY, creativity, innovation, and sales. There was an opportunity to engage with B2B market using sites like LinkedIn and tools like SlideShare, to increase the use of varied content types.
Based on the findings, we delivered:
- Persona worksheet
- Content strategy across all social and digital platforms; recommendations for above-the-line and PR content
- Digital strategy for website redevelopment (brand and product websites), encompassing UX and SEO
- Social media and community management strategy
- Paid media strategy for both AdWords and social media
Consol has subsequently hired us to implement strategies presented.