Beattie was appointed by Carillion in 2016 to create a clearly defined identity for its managed legal division: Carillion Advice Service (CAS).
Beattie carried out extensive research across both key CAS leaders and those linked to the service. This revealed that its existing marketing materials were informative but messages were too diverse. It needed to answer the fundamental question to potential customers: “What can you do for me?”
As a result, Beattie developed a strategy built around four key strengths: Trust, Speed, Experience and Flexibility.
The primary vehicle was CAS’s own website and Beattie completely re-designed the layout and re-wrote the content to reflect its four key strengths. Our digital experts constructed a readable, easy to navigate Sitemap that clearly set out the CAS offering and led them to a Call to Action.
CAS took on board our recommendations in full and, as a result, are completely re-designing their website to reflect this new strategy.
They have since asked Beattie to develop further PR campaigns to ensure they remain the UK’s number provider of manager legal services. And our links to the wider Carillion brand have been strengthened through support projects for other sectors of the business.