Case Studies

SRL Traffic Systems 2021

SRL Traffic Systems (‘SRL’) is well known as a manufacturer and supplier of portable and temporary traffic lights. Following a management buyout in 2019, it appointed FIG as its marketing partner to realise its ambitious growth plans.

Changing the game

FIG initially devised a marketing campaign that recognises its reputation for innovation, positioning SRL as ‘Game Changers’ within the sector. This messaging was carried through all PR and marketing activities and incorporated sub-campaign messages for key product ranges.

FIG updated SRL’s LinkedIn profile with vibrant, engaging visuals to reinforce key messages and promoted thought leadership pieces, product news and case studies across senior management profiles.

‘Highly Commended in the Prolific Champions Awards 2021’.

Getting smarter

SRL grew quickly and soon needed more strategic messaging to communicate its evolved offering. So, FIG created ‘The Smart Choice’ campaign which communicated the degree to which SRL had diversified into the sale and hire of a broad range of Intelligent Transport System (ITS) products and solutions including variable message signs (VMS) and CCTV.

It emphasised SRL’s unique ability to meet the full spectrum of temporary traffic management requirements bringing together all aspects of its innovative products and solutions and a comprehensive service offering.

FIG incorporated ‘The Smart Choice‘ high level messaging across all PR, content marketing and social media channels as well as all design collateral.  FIG also developed a targeted media list for stories about new product launches, accreditations, appointments, innovations, and supplier partnerships and identified opportunities for thought leadership in the press and via relevant regulatory bodies and associations.

Product focus

As new products were launched FIG ensured their smart benefits were quickly and effectively communicated across SRL’s target audience. 

For example, we launched SRL’s Switching Service under the banner ‘The smart way to switch from permanent to temporary lights’. Similarly, while promoting SRL’s pioneering Multiphase Adaptive Detection System (ADS) we focussed on the clever way the system responds to the build-up of traffic using deep learning algorithms which consider site-specific features like HGV start lag and optimises traffic flow by dynamically adapting to traffic conditions.

SRL Adverts

SRL Cover Me Switching Service

Covid response

Throughout the pandemic, FIG helped SRL communicate to customers Its intention to provide as normal a service as possible whilst following government guidelines. FIG also promoted how its variable message signs (VMS) were being used communicating important public health messages.

As the dust settled FIG sought to publicise positive stories about SRL – including senior appointments, new contracts and new product launches – while remaining sensitive to the personal and professional challenges facing both its customers and employees.

The Results

The impact of SRL’s partnership with FIG exceeded all expectations. Here are some highlights:
  • Supported 36% year on year revenue growth.
  • Stimulated 98% product utilisation for SRL’s hire division.
  • Successfully promoted SRL as an employer with a raft of new appointments at all levels of the business including the appointment of Kevin Gilday as Group Product and Compliance Manager in early 2021
  • PR: for the quarter ending August 2021, FIG’s PR team published 34 stories, featured in 10 publications, reaching a unique readership of 742,655.
  • LinkedIn: followers increased by 24% in the six months to end August 2021, with an average engagement rate of 6.5% (industry average 2%).
  • Web traffic: analytics show 35.5% increase in web users for the year to the end of August 2021 compared to the same period previously.
  • Content marketing and SEO: consistent, relevant, and quality content has increased SRL’s SEO position with good inbound links and generating enquiries.

The PR coverage and LinkedIn engagement FIG achieved for SRL has been instrumental in building SRL’s technical authority among its peers, leading to requests from national news publications for commentary on sector-wide issues and the business being shortlisted in several industry awards.

The ‘The Smart Choice’ campaign repositioned SRL as a forward-facing, dynamic and highly ambitious products and solutions provider.

 

 

SRL Smart Choice Advert

‘Over the last year FIG has helped transform the way our customers perceive our business. They now understand the full range of ITS products and solutions we offer and the comprehensive service offering that underpins it. Agile and creative, FIG understand both business and our audience and the best ways to reach them. It’s the perfect partnership.’

Alison Spooner, Commercial Director

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