Fig Makes Clean Sweep Of Northwood Marketing

News
16/08/2018

FIG has enabled Telford-based manufacturer and supplier of away-from-home professional hygiene and wiping products, Northwood Hygiene Products, to re-position its online presence and launch a new premium range of dispensers into the market. The new site has delivered an 89% increase website traffic.


The Derbyshire-based B2B communications agency was given a comprehensive brief to re-develop the manufacturer’s online space, develop a new brand for the North Shore dispenser range, plus design and print all associated consumables and product-launch marketing collateral. The project culminated in a three day launch at this year’s Interclean, which took place in Amsterdam in May.


Prior to the launch, FIG and Northwood worked together for over six months to explore Northwood’s existing brand positioning, undertake detailed competitor research and audience insight, helping to shape the North Shore brand to fit seamlessly within the existing portfolio, as well as sharpen Northwood’s corporate identity and messages for the new corporate website.


The site, which can be found at www.northwood.co.uk marks a step forward for Northwood’s digital presence having been developed specifically to offer an enhanced user experience for all website visitors and allowing the company a functional platform to ensure both on and offline communications are consistent.


As part of the project, FIG undertook comprehensive user testing in collaboration with Northwood, assessing how the existing site was being used and identifying key areas of improvement. Coupled with accumulating feedback from a plethora of stakeholders, the end result is more fluid, engaging and creative.


Paul Mulready, marketing manager at Northwood Hygiene Products comments:

“Prior to the launch of the new site, we felt was crucial to the overall success of the project to gain a real deep understanding of the strengths and weaknesses of the current offering and how our target audiences were engaging with us online.

“FIG understood that user experience lays at the heart of a successful digital platform, and having worked with the creative team across our brands and campaign collateral over the years, we felt they were best placed to really bring Northwood to life online.”


The new responsive website offers a unique navigation that has been segmented clearly for each of its brands, with each area working as a ‘hub’ of information in their own right. This change in structure allows visitors to quickly access the right information they need with very few clicks of a button.


Since launching earlier this year, the site has delivered an 89% increase website traffic, as well as an overall reduction in bounce rate by 15%.


Tom Lay, client services director at FIG, commented:

“FIG has extensive experience working with B2B organisations to deliver creative and strategic design projects that don’t just meet expectations, but exceed them.

“Northwood is a truly unique manufacturer that is leading the way in the marketplace thanks to an exceptionally strong product portfolio, innovative manufacturing technologies and commitment to supporting its customers at all stages throughout the supply chain.

“It was a pleasure working with the team to bring North Shore to market and strengthen Northwood as a forward-thinking company with its new corporate website.”


FIG is an award-winning full service B2B communications agency based in the High Peak. The agency provides integrated marketing solutions comprising creative, digital and PR support.


For more information, visit www.fig.agency or call 01457 857111.