Summary: Using news, opinion articles and case studies supported with a redesigned website, this campaign positioned Talent in Logisitics as a thought leader and invaluable industry resource and partner.
Tell me more
Talent in Logistics is dedicated to the recruitment, development, engagement and retention of the 2.2 million people working in the UK transport, logistics and warehousing sector. Pelican was appointed to increase brand awareness and promote the organisation’s annual conference and awards.
Talent in Logistics (TiL) runs an annual conference and awards event, but wanted to expand into a fully-rounded brand. The challenge was to position TiL as industry-leading training and development experts by delivering a brand-building communications plan that would ultimately drive new talent into the logistics industry.
The Pelican approach
We recommended a two-pronged approach designed to build the TiL brand while driving ticket sales, sponsorship, award entries and registrations. The campaign centres around the annual conference, with mini brand-building campaigns between events.
Building a brand identity started with a complete redesign of the TiL website which traditionally focused on the event itself and driving ticket sales and award entries.
Pelican shifted focus on the site to position TiL as a thought leader and invaluable industry resource, with news, articles and case studies forming the structure of the website.
We set about designing and building a new website which included a ‘knowledge hub’ where employers could access help and advice on how to attract new talent into the industry, develop the skills of their workforce and engage employees to increase productivity and reduce staff turnover.
This involved a huge amount of content creation, including writing case studies of best practice. These case studies, along with press releases and white papers, were also issued to relevant media.
We implemented web analytics with advanced tracking in the website. Additional SEO was be implemented to improve the visibility of the website to Google and therefore its ability to rank more highly in searches, capitalising on the opportunities to drive more traffic and conversions through the site.
A secondary focus was the conference, awards and competitions, with media relations undertaken before and after to increase interest and promote attendees, entrants and sponsors. In the months before and after the event, news stories were identified to reinforce the TiL brand.
In the short time we have been working with TiL we have seen extensive coverage including FSDF, Logistics Handling, Training Journal, Warehouse & Logistics, SHD Logistics, IT Supply Chain and Global Cold Chain News. TiL coverage has gained a reach of 563,000, plus had 1,258 website visitors.
Don’t just take our word for it…
“We were impressed with Pelican’s strategic approach and relevant experience of the logistics sector and working with trade bodies. They are ideally placed to support the development of our brand and associated events.” – Ruth Edwards, Talent in Logistics business manager.
Pelican Communications is a specialist in the environment & CSR, food, packaging & logistics and trade association sectors and offers a range of services such as strategy, design, content creation, public relations and people development.
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