The Strategy
We decided it was necessary to simplify the messages for customers, so WiseOnWater suggested splitting the two distinctly different parts of the business into separate brands. The standpipe hiring business remained under the Aquam Water Services brand, while all the smart technologies aimed at the water utilities would appear under the Orbis brand. As part of the process, we updated the Orbis logo and renamed some of the products so they all felt like they were part of the same portfolio. This rebranding made it significantly easier to produce targeted and personalised marketing communications for each part of the business.
Developing a Website
It is not difficult to make a website that looks attractive, but to generate good results we needed to gain insight into the client’s customer base. We worked in partnership with Orbis to understand their customers’ primary motivations and how Orbis’s infrastructure monitoring technologies would uniquely benefit them. The website was then designed to instantly capture and maintain the interests of their visitors, promoting the opportunity to achieve new network efficiencies and savings. The marketing messages were backed up with testimonials and case studies showing the technologies operating successfully.
Public relations campaign
With a new and innovative range of technologies to demonstrate to the water sector, as well as a new brand identity to promote, it was important to build campaigns to educate two very different markets – UK and USA. To do this, WiseOnWater’s dedicated client manager worked closely with the Aquam/Orbis team to develop a pipeline of content for use on social media, along with articles for placement in trade media and on the company website. This included news, case studies and thought leadership articles, all supported by WiseOnWater’s own social channels.