Thought leadership articles helped Blueprint Project Solutions grow
The brief
Blueprint Project Solutions is a project controls consultancy, working predominantly with the defence, energy, and transport sectors. They came to us with the classic problem of ‘we know we need to do it, but we don’t have time’.
The business had no overarching marketing strategy or approach to inform external marketing. It also had no employer brand identity to inform internal comms, which was becoming a bigger challenge as the organisation grew and targets increased.
Since it launched in 2014, the company has experienced strong organic growth year on year, generating new business mostly through the personal networks of the leadership team, alongside referrals from existing and previous clients.
Blueprint needed an agency partner to not only help them define the company’s marketing identity and focus, but also that of their senior leadership team. This meant stepping up marketing activity to help raise the company profile and personal brand profiles of the senior team in key markets. Ultimately, marketing needed to deliver new, quality leads to the business. This fresh approach also needed to inform a unified employer brand identity and help attract new talent.
Getting started
As Blueprint’s chosen agency partner, we spent time up front getting under the skin of the organisation and the senior leadership team, understanding what makes their work exceptional and the value they offer to clients and partners. These were the essential tools for crafting a clearly articulated and unified brand identity, before we could start delivering tactical marketing.
Following our initial sessions, our delivery plan was set out with the following goals:
- Building brand awareness across target sectors with new and potential customers
- Delivering leads
- Making Blueprint a ‘go-to’ employer for the best talent
Our plan to tell the Blueprint story
To achieve Blueprint’s business goals, we developed a comprehensive communications strategy focusing hard on corporate storytelling.
Every month, we told a new chapter of the Blueprint story with long-form digital content, design assets, and carefully considered SEO for discoverability. Each piece of content supported a strategic pillar of the business, from recruitment and company culture to sectors and services. We frequently highlighted team expertise, working hand-in-hand with Blueprint to produce bylined thought leadership content by experts within the team.
In 2024 alone, this drove a 20% increase year-on-year in organic search sessions to the website and a 140% increase year-on-year in referral sessions – an example of how we used content to draw new audiences in.
Sharing this content across the Blueprint company and the senior leadership team’s LinkedIn profiles helped to build authority and trust. In the three years we worked with Blueprint, their LinkedIn followers went from 220 to 1807 (a 721% increase).
It was important that our content plan also showcased Blueprint’s credentials as a great place to work. We did this by creating frequent cultural and team posts on social media, plus delivering wider digital content around what it’s like to work at Blueprint. We also worked proactively with the team to create and share collateral for their Blueprint Graduate Scheme and training courses.
Our impact Looking at 2024, across the year, we achieved:
growth in LinkedIn followers.
Lead gen:
180new contacts generated via the website.
Organic search:
20%of all website sessions were from organic search.
Website traffic:
17%increase in traffic to the website year-on-year.
Content:
12thought leadership articles produced with 2,006 views (up 208% year-on-year).
Blueprint works with a wide variety of clients in specialist sectors including energy, infrastructure and defence. Yours Sincerely constantly shows a solid understanding of the nuances of these industries whilst also working hard to understand and define what makes us tick. YS has supported us with everything from thought leadership content to events, wider marketing strategy and beyond.
How’s your communications strategy looking?
We enjoyed working with Blueprint so much and genuinely know that it is a brilliant place to work, because you couldn’t find a nicer team. Across a three-year engagement period, we truly helped them shift the dial on their marketing.
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