BE Power Transmission

New corporate identity and internet marketing

BE Power Transmission [logo]

Developing a new brand identity and building internet marketing potential for BE Power Transmission

Project background

Originally formed as Bradford Engineering Services back in 1988, BE Power Transmission provides the industrial market with a fast and efficient supply of bearings, seals and power transmission products. Engineering expertise is the company’s major point of difference, with an experienced technical team providing fast and effective customer solutions across a wide range of industries.

The challenge

A recommendation from another client put Andy Foulds, owner of BE Power Transmission, in contact with DMD Design & Marketing and Claremon. The initial requirement was to increase business from the website, with most new enquiries originating from traditional channels and existing customers. Following initial meetings, it became apparent that a total rebrand was required to match the business expectations

The solution

  1. Rebrand
  2. Website enhancement
  3. Exterior and interior signage design and installation
  4. Sales collateral
BE Group internal signage

The result

A clear new identity reflected in all aspects of the company’s business, combined with an increase in enquiries originating from the website.

“Working with DMD and Claremon has been easy and straightforward, with well-presented visuals and a clear explanation of our route forward.”
Andrew Foulds
Director, BE Power Transmission

When Bradford Engineering Services wanted to enhance their website to generate more traffic and enquiries as well as revise their image to reflect the more national and diverse nature of the company’s business, the team at Claremon worked closely with colleagues at DMD to provide a total and cohesive solution.

Rebranding

Following initial consultation to determine the preferences of the company’s management team, designers at DMD put forward a solution utilising the established root of the original name but moving this forward to reflect the key focus of the business.

This solution also utilised colour coding to identify the different areas of the business. Following initial approvals, the new name and logo was developed across all areas of stationery, including invoicing and statement materials, where the DMD team liaised with existing suppliers to match software requirements for invoice production.

Developing the web presence

The web presence was also an important consideration, with the brief to build up internet traffic and enquiries. From an internet marketing perspective, websites need three ingredients to succeed. They should be technically sound; the onsite content should be optimised for relevant keywords and they require links from quality niche relevant sources.

An initial technical audit of the original BES website revealed numerous issues including:

  • No SSL certificate was present, making it untrustworthy in the eyes of Google
  • The website wasn’t connected to Google and no sitemap had been submitted
  • Only very few local citations existed
  • There were broken internal and external links
  • The website was very slow partly because some of the imagery had not been compressed or optimised for web

All of the above was fixed to optimise performance. In addition, a keyword discovery process was undertaken for each of the service pages. New content was produced incorporating those keywords. The news page, previously a single page, was split into separate posts and where relevant linked internally back to the relevant service.

A process of link outreach was also started, acquiring links from relevant authoritative sources back to the service pages in order to increase rankings of the transmission belt-related products. This would eventually result in increased website traffic and more enquiries for the business.

Because increasing organic traffic takes time, a Google Adwords campaign was also commenced. Lower budget keywords were targeted to send the greatest number of visitors to the service landing pages for minimal cost. This has resulted in new enquiries to the website.

Exterior and interior signage – the total package

The Claremon team then took up the new logo and colourways to produce exterior signage for the building, which is prominent on both sides of the structure, as well as door signage.

An initial survey was completed to assess the requirement. Following this, the DMD team produced a detailed design plus in-situ visualisation of the proposal to demonstrate how the solution would impact on the building in the real world.

Cost-effective and robust signs were then produced and installed in line with ‘Working at Heights’ requirements.

In addition, internal signage using acrylics has been planned and installed to optimise a recent refit of the offices, which has created an open plan, light and bright space enhanced by the new branding.