Case Studies

SRL Traffic Systems

An industry pioneer, SRL Traffic Systems developed and achieved Type Approval for the UK and Republic of Ireland’s first multi-phase temporary traffic and pedestrian systems and has continued to invest in both product and service to benefit the traffic management, events, utilities, construction and advertising sectors.

With a nation-wide 29-depot network and specialist fleet and to respond to the needs of the traffic management sector they expanded into the high-speed variable message sign (VMS) market.

FIG’s Remit

Following a management buyout in 2019 to enable it to realise its ambitious growth plans, SRL appointed specialist marketing and communications agency FIG as its marketing partner in 2020.

Although well known for its traffic light systems, SRL wanted to expand into the mobile variable message signs (VMS) market, CCTV and mobile intelligent transport systems (ITS). Aware of FIG’s experience in the industry SRL wanted to benefit from FIG’s knowledge and contacts in the trade media. The initial remit was to launch the new VMS team and growing VMS portfolio in the press and across social media and then a wider objective was set to help establish SRL as the UK and Republic of Ireland’s leading manufacturer and supplier of ITS.

Strategic Deliverables

SRL joined FIG’s integrated Marketing Partner Programme to deliver its B2B marketing and communications requirements. FIG worked across a range of marketing and communication deliverables including PR, content marketing, social media management, design and campaign creation.

FIG delivered new, elevated creatives to reinforce the strong messaging we had developed. FIG created a comprehensive marketing and PR plan that was integrated across every channel. We developed a targeted media list of all key highways and transport publications and stories on new product launches, accreditations, appointments,

innovations, and supplier partnerships were regularly published. To establish SRL as innovators in the marketplace, we sought opportunities for thought leadership in the press and via relevant regulatory bodies and associations.

We updated the company LinkedIn profile with vibrant, engaging visuals, reinforcing our key messages. An engaging programme of team interviews has reinforced the customer service message, with highly visual social posts linking to interesting stories from members of the team. Webinar and podcast opportunities have been secured with key technical personnel to demonstrate their expertise in the industry.

The Results

SRL’s marketing and communications is consistent, effective and meaningful for customers who want quality, service, reliability, innovation and availability. Delivering value, FIG’s approach has achieved many results:

  • 36% year on year revenue growth
  • Launched VMS products from a standing start to achieve growth of 150%
  • Recognised SRL as the most innovative, leading manufacturer in the ITS space
  • Enhanced employee relations during a challenging working environment
  • Supported CSER initiatives
  • Promoted and widened SRL’s brand

FIG has become SRL’s trusted, outsourced marketing department, working proactively to achieve SRL’s business objectives.

May 2020 – Feb 2021

  • 54x pieces of PR coverage resulting in a readership of 907,570
  • LinkedIn followers increased by 54%

We’ve been aware of FIG for some time and it is highly unusual to find an agency with 10 years’ experience in the ITS sector. That experience helps as FIG understands our technology and they already have good, long-standing relationships in the trade media. They’ve shown how responsive they can be, that they understand our marketplace and can support our plans. I know this is going to be a very exciting partnership.

Alison Spooner, Commercial Director

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