Palmers of Windsor & Maidenhead, a distinguished player in the removals and storage industry and part of the Wilkins Group, embarked on a strategic digital marketing transformation to unify the branding with their parent company, Wilkins of Henley, and enhance their market presence.
Palmers faced a unique challenge after being acquired by Wilkins of Henley. Despite their long-standing reputation and service excellence, Palmers needed to better integrate with Wilkins’ operations and modernise their digital presence to reflect the combined strength and heritage of both brands. Their existing website was outdated and not optimised for effective lead generation or customer engagement.
Unified Branding: Redesigned the Palmers website to reflect Wilkins/Palmers branding, showcasing their history and quality of service.
Sitemap Integration: Developed a comprehensive sitemap that aligns with the Wilkins Group’s branding yet maintains Palmers’ unique identity. Defined specific user pathways (forms, pictures of vehicles) and scenarios that show how the redesigned website caters at various stages.
Targeted Content: Created detailed pages and user journeys explaining the features and benefits of each storage solution, tailored by industry needs.
Local and Industry-Specific SEO: Optimised for high-value keywords related to commercial storage, leading to significant visibility in search results.
Efficient Ad Spend: Built and refined PPC campaigns to improve efficiency, focusing on converting high-quality leads and reducing overall costs.
Conversion Optimisation: Adjusted ad content and targeting to improve the relevance and click-through rates.
In the course of 9 months (May 2023 – Jan 2024), we have:
Wilkins Storage’s strategic digital marketing initiatives have established a solid foundation for the brand, driving substantial growth and positioning it as a key player in the commercial storage industry.
The transformation has created a dynamic online presence, effectively engaging a diverse business audience and significantly enhancing lead generation and customer acquisition. This case study from Red Balloon demonstrates the transformative impact of targeted digital strategies on launching and scaling new business services in competitive markets.
