Marketing for National Lease Plans

Project objectives
National Lease Plans had identified that it was not readily recognised as a national organisation; a situation that was exacerbated by its lack of a strong identity and brand consistency. Our challenge was to raise its profile as the leading company for providing Land Registry Compliant Lease Plans to legal and property markets, and help it to become recognised as the UK’s only truly national lease plan provider by:

re-establishing its objectives and key messages
developing a marketing plan
re-branding the company on all marketing and publicity collateral

Our approach
Brilliant initiated a full marketing audit designed to create a comprehensive picture of NLP’s current situation. This included getting a clear understanding of the company’s mission and business objectives and an understanding of historical marketing activities; undertaking an external and internal analysis of business to gain a full appreciation of the company’s services and products; assessing its brand positioning potential; completing a full Strengths, Weaknesses, Opportunities and Threats analysis and identifying and understanding the existing customer base, target customer/market and competitors.

Following a thorough assessment of our findings, we created a detailed strategic marketing plan that rationalised and focused NLP’s messaging, streamlined its branding, and converged the organisation’s thinking in a way designed specifically to help it position itself to break into new market segments and locations — with an initial focus on gaining national exposure with conveyance solicitors’ groups.

Once the plan had gained full approval, Brilliant took complete control of NLP’s branding and communication media and press relations and coordinated NLP’s marketing and promotion opportunities.

What we delivered
In the first three months of our involvement, we delivered:

Detailed strategic marketing plan
Brand design and development
Communication and copywriting
Company brochure
Literature and Lease Plan folder
Website
eMarketing — Search Engine Optimisation and Pay-per-Click campaigns
Business stationery and electronic stationery
Targeted direct mail
Advertising support
Exhibition support and display system
Merchandise and giveaways
Ongoing marketing support and performance reviews

The Results
The new key messaging, supported by new branding and marketing materials first seen at Olympia’s Law London Expo in March 2008, has already resulted in significant increases in client acquisition and increased prospect conversion.

We continue to support NLP with direct mail, public relations, exhibition support, Search Engine Optimisation [SEO] and advertising requirements.