Brand, website, and integrated marketing campaign designed to increase brand awareness and encourage a consistent stream of enquiries for an accountancy firm.
Southend based accountants, TBL Accountants, approached Swan Creative in 2018 when looking to enhance their brand and grow awareness in the local area.
When TBL Accountants approached Swan to design their logo, our designers took inspiration from their established brand name.
TBL is an acronym for ‘Triple Bottom Line’, a fundamental framework in accounting, which ensures companies commit to focusing as much on social and environmental concerns as they do on profits.
We created a simple yet effective icon mark that incorporated not only the acronym, but three rounded rectangles to represent the triple bottom line framework.
Once the logo was finalised, the team began designing a colour palette that reflected the company brand values.
Two primary colours were chosen, a bright green to represent the progressive and forward-thinking approach of the business and a dark grey to represent the foundations of the company and the trust it instills in clients. The team at TBL were delighted when we presented them with their brand-new logo and felt it really represented the business.
After this success, TBL Accountants asked us to help re-align their brand identity in 2023.
To do this we held a brand workshop with the directors at the TBL offices. This involved answering a series of questions and taking part in activities to uncover the brand’s core values, and company visions for the future.
Using the insights gathered, we created custom brand guidelines, that established new mission and vision statements, core values, tone of voice and visual guidelines.
We were then asked to support with internal engagement, and encouragement to incorporate the use of the new values in everyday working.
After the success of the branding project, TBL asked us to design and build a website.
In 2021 we rebuilt the website in WordPress, improving the overall website usability, making it responsive across all devices as well as changing design aspects to ease the conversion process, by adding in several points of contact, including click-to-call opportunities, contact forms and call-back forms. We also updated the website content to be more in line with the key search terms, TBL Accountants were looking to rank for in organic search.
Since the start of our working relationship in 2018, we have created and implemented focused and measurable marketing strategies for the client.
The main objectives for the business were to increase awareness within Southend and Essex and drive quality leads via the website.
To increase awareness, the marketing strategy focused largely on organic search, utilising a bespoke Local SEO package to reflect this approach.
The package includes keyword research, competitor analysis, securing and managing citations and local listings, on-site optimisation and fixes, Bing and Google Business Profile optimisation, Google Maps and Bing Places listings and the development of service-specific landing pages.
As well as local SEO, over the last few years, their digital marketing strategy also includes organic social media management, targeted paid social, email marketing and database management, and Google Ads.
To complement the wider digital marketing campaigns, we also worked on a number of offline strategies including press advertising, billboards, and sports team sponsorships in the local area.
By offering a 360 approach to their marketing, Swan Creative has successfully increased TBL Accountants’ brand visibility and awareness in the local area and throughout Essex.
Currently, TBL is ranking in position 1 for the key search terms ‘tax year dates 2023’, ‘tax year 2023’ and ‘corporation tax payment deadline 2022’.
By fully integrating ourselves into TBL’s brand and working closely alongside them, we have been able to implement a successful integrated marketing strategy, whilst maintaining a successful working relationship, which is reflected in TBL’s decision to remain a longstanding client.
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