How AAA Training Transformed its Brand Experience with Smudged
At a glance
Sector
Health & Safety/Training
Disciplines
Brand transformation, brand strategy, marketing campaigns, retention and loyalty, route to market, brand experience
Objectives
Revised identity, new growth opportunities, consistency and clarity with communications, improve customer experience
The Story
AAA Training Ltd is a company that truly understands the importance of safety in the workplace. With over 20 years of experience in providing asbestos, legionella, and specialist health and safety training, they have helped countless businesses improve their safety culture and manage risks associated with hazardous work.
They only use industry-experienced tutors and assessor, and this allows us to deliver a truly unique experience and unbeatable depth of knowledge in areas of occupational health, safety and risk management, drawing on a fund of experience that’s been gained over many years. They are passionate about empowering their students with top quality knowledge and aim is to educate people of the risks and prevent people risking death from preventable situations.
The Challenge
After purchasing the business in late 2019, they identified their online presence didn’t match the quality of their training solutions. Additionally, their small team spent a lot of time on administrative tasks, leaving them with very little time to spend on improving the business.
The Solution
To overcome these challenges, AAA Training Ltd engaged with Smudged to revitalise their brand, whilst protecting and enhancing what makes them so special, while adapting their business model to match the needs of the modern world as well as maximise their impact with minimal resources.
The Brand Transformation
The first step was to create a new brand that was aligned with AAA Training Ltd’s purpose and was authentic to how they wanted to be seen. Smudged worked closely with AAA Training Ltd to understand their goals and values and created a brand that represented these values consistently across all channels, including web, social media, email, and supporting collateral. The new brand boosts brand exposure and positions AAA Training Ltd positively against their competition.
Refining the offer
As part of the brand transformation, Smudged analysed their course portfolio and made suggestions of how they could streamline their offering and focus on the courses that delivered the best value for AAA Training, allowing them maximum impact and tangible value to their clients.
This more focused approach has contributed to improved customer experiences and satisfaction scores.
The E-commerce-Based Website
Smudged also introduced an e-commerce-based website that allowed people to easily select, book, and pay for their courses online. The automated booking process streamlined their processes and reduced the amount of time the team spent on admin tasks. QR codes were introduced in their brochure directing people to the website for more details, which helped to drive traffic to the website and increase bookings. The website also helps in driving traffic and new bookings.
Simple Marketing Campaigns
Smudged also helped AAA Training Ltd improve their marketing efforts. They created regular marketing campaigns targeting both new and existing customers, using simple automated funnels to nurture customers and improve retention. These campaigns included email marketing, social media marketing, and other digital marketing tactics. The regular and timely marketing campaigns have helped in driving traffic and new bookings.
The Results
AAA Training Ltd now has a revitalised brand that is consistent across all channels, including web, social media, email, and supporting collateral. Their e-commerce-based website makes it easier for customers to book and pay for their courses online, and the automated booking process has streamlined the process, reducing the amount of time spent on administrative tasks. The introduction of QR codes in their brochure has also helped to drive traffic to the website and increase bookings. Since the introduction of the new brand and marketing efforts, AAA Training Ltd is seeing regular bookings via their website and increased customer satisfaction.
Conclusion
The brand transformation by Smudged has helped AAA Training Ltd towards its goal to become a leading provider of asbestos, legionella, and specialist health and safety training. The improvements in branding, pricing, product refinements, positioning, and digital marketing have resulted in improvements in customer acquisition and retention. AAA Training Ltd can now focus on delivering quality training to their customers, knowing that their marketing efforts are driving new business and increasing customer satisfaction