Marketing Eye Portfolio: Hurricane Tensile Structures

Company Profile:

Hurricane Tensile Structures, - the pinnacle of Engineering Excellence since the 1990s, is a particular design which incorporates tensile fabric materials known for their strength and durability, designed to withstand the intense forces and winds associated with hurricanes. They have built their reputation by honouring the craft for over three decades.

Business Goal:

To provide a secure and durable shelter while minimising the impact of hurricane-force winds on the structure.

Marketing Goal:

To mirror competitors in driving the company forward by aligning business, sales and marketing objectives.  

Challenges:

We believe Hurricane Tensile Structure faced many difficulties with its previous branding and website which did not align with the company values and market growth. Whilst they have made significant strides in in their unique services and commitment to provide efficient, speedy and cost-effective solutions, there was a need for a brand transformation to reflect this.

A significant challenge for the brand was the brand name ‘Trade Structures’ as it did not reflect the company’s unique services and features. It is evident that the logo needs to align with the additional updates within the brand strategy refresh.

Another challenge was the need to update the website with an immersive, interactive and educational digital presence. For any business, a successful website is the foundation to the sales process. Customer experience, information sources and design interactivity are the forefront to capitalize organic traffic with high conversion rates.   

Rebranding Strategy Solution:

Marketing Eye initiated an extensive rebranding process so the company can establish a trust with their target audience, distinguish itself from competitors and increase their growth and stability. Maintaining constituency in branding and incorporating both messaging and visual identity will reinforce brand recognition and contribute to credibility with customers and stakeholders.

This strategic rebrand initiative involved the creation of a tagline, SEO, direct Mmrketing, electronic direct marketing, public relations, a modernised website, an unique logo and brand name and engaging social media campaigns.

Tagline:

Marketing Eye’s team of talented designers and marketers brainstormed with key stakeholders in the business to reflect upon the value they bring their customers. The tagline wanted to create a greater meaning than a business who provides secure and durable shelter, and more to showcase their unique identity.

The tagline is ‘Beyond Boundaries: Modular Solutions For A Dynamic World’.

As a team, we believe this tagline captures the essence of its commitment to providing innovative and adaptable solutions that go beyond traditional limits.

Search Engine Optimization (SEO):

Recognising the significance of SEO is a fundamental component of marketing due to its ability to enhance online visibility, credibility and user experience. We believe it is crucial for HTS to appear in related searchers and increase digital performance. Through a combination of optimizing page titles, page meta descriptions, and images, traffic will increase to the website and generate leads.

Direct Marketing:

To enable a personalised approach, Marketing Eye now offers calls to encourage potential customers to visit the website. The calls allow customers to stay well informed on latest products to increase the opportunity for sales.

Electronic Direct Marketing (EDM):

Marketing Eye used the digital marketing tool of email marketing to firstly connect with customers on a personalised basis, but to secondly segment the customer base by industry, geographical, budget and solutions. In doing so, the business will be able to directly communicate customers with content which is catered to their personalized needs.

Public Relations:

As HTS public relations was limited, Marketing Eye used testimonials as a communication strategy to boost conversation and attraction to the brand. Marketing Eye wanted to communicate HTS brand positivity and credibility, therefore including testimonials elevated HTS market position as a credible business.  

New Website:

Although HTS utlizied their website to drive traffic, they were not taking full advantage of the benefits from organic visitors and converting them into loyal customers. As a team, we incorporated the brand colours into aspects of the navigation to allow for a cohesive structure for all content. The website updated its key messaging to tailor each customer preference whether it be blogs, links to social media platforms, CTA prompts or engaging imagery. 

HTS website now features engaging and compelling content and provides a distinctive user experience, aiming to both engage and convert visitors into potential clients.

New Logo:

We designed a new logo that reflected the new modern identity whilst embodying simplicity. Keeping the colour palette white not only maintains a seamless aesthetic but also symbolises the seamless services HTS delivers.

New Brand Name:

‘Trade Structures’ – ‘Hurricane Tensile Structures’

In reference to SEO, there was a challenge to the previous as it never reflected the uniqueness of what HTS had to offer to their customers. Marketing Eye worked with the business to create a name which portrayed who HTS are and what their unique service is.