Case Studies

I believe that building strong relationships with my clients is key to successful marketing. I take the time to understand their business and their customers, and I use data to track progress and make sure we're on the right track.

I've been delivering successful marketing campaigns and projects for almost 20 years, drawing on a broad range of marketing skills and channels. But the key is always to understand the customers, and using data to make smart decisions. Take a look at these case studies to see how I've helped my clients succeed.

Launching a New ESG Consultancy with Account Based Marketing

  • Case Study: Launching a Successful ESG Consultancy

    A start-up ESG consultancy needed to attract clients who needed help managing their environmental compliance. I collaborated with the client to define their target market, analyze their competitors, and identify their unique selling points. Based on this work, I developed a professional website to establish their credibility in the ESG space.

    To help the client network with potential clients, I created a plan for events and conferences to attend. I also launched a blog to improve website SEO and share content on their LinkedIn business page. To further engage their target audience on LinkedIn, I created eye-catching carousels to share.

    I researched and identified 150 key target customers who matched their ideal profile. Using LinkedIn Sales Navigator, I built a pipeline of leads and engaged them with relevant content, such as a free guide to getting started in ESG. To manage the sales pipeline and nurture leads, I set up a CRM in HubSpot. This allowed us to send monthly newsletters and segmented emails with customer offers.

    To make it easy for potential clients to connect, I integrated Acuity Scheduling to promote free one-hour consultations. This allowed potential clients to book a call at their convenience.

    To help the client save money, I provided training on how to use Sales Navigator and created template emails and content for them to share with their target list. As a result, the client is now actively working on growing their client base. I have a strong relationship with the client and will continue to support them on an ad-hoc basis as needed.

Public Fire Safety Campaign Using Public Relations and Attention Grabbing Ads

  • Case Study: "Last Night a Burger Saved My Life!"

    • Client: London Fire Brigade

    • Challenge: During the Christmas season, there is a spike in accidental house fires caused by people cooking while drunk. The London Fire Brigade wanted to address this issue and raise awareness among young Londoners.

    • My Approach:

      • I developed a public fire safety campaign targeting young Londoners (under 35) during the Christmas and New Year period.

      • I created attention-grabbing ads for London Underground stations, print publications (Time Out, Metro), and Facebook. The ads featured a picture of a cheeseburger with the strapline, "Last Night a Burger Saved My Life!"

      • I designed a social media contest encouraging people to upload pictures of their takeaways to the London Fire Brigade's Facebook page for a chance to win a £25 voucher from Just Eat.

    • Results:

      • The campaign reached millions of young Londoners through various channels.

      • The eye-catching ads and social media contest generated significant buzz and engagement.

      • The campaign successfully raised awareness about the dangers of cooking while drunk during the Christmas season.

      • The London Fire Brigade received positive feedback from the public and media for their creative approach to fire safety.

      • The campaign potentially contributed to a reduction in accidental house fires caused by cooking while drunk during the Christmas season.

Launching a New Private GP Surgery

  • Case Study: Launching a Thriving Private GP Surgery

    • Client: A doctor launching a private GP surgery

    • Challenge: The doctor needed to inform their existing aesthetics clients about the new GP services and attract new patients for a wider range of healthcare offerings.

    • My Approach:

      • I developed a comprehensive communication plan to inform existing aesthetics clients about the expansion into general practice. This included targeted emails highlighting the convenience and continuity of care, engaging social media posts showcasing the doctor's expertise, and informative in-clinic materials.

      • I identified key customer segments for the wider range of private GP services, such as busy professionals, families, and individuals seeking specialized care. I then crafted tailored messaging to resonate with each group, emphasizing the benefits most relevant to their needs.

      • I implemented a multi-channel marketing strategy to reach potential patients and establish a strong brand presence:

        • I designed and developed a user-friendly website that showcased the surgery's services, doctor's qualifications, and patient testimonials. This provided a convenient platform for potential patients to learn more and book appointments.

        • I established a professional social media presence with engaging content, including health tips, service spotlights, and behind-the-scenes glimpses of the practice. This fostered a sense of community and trust.

        • I created targeted local advertisements in relevant publications and online platforms to reach people in the community and increase brand visibility.

        • I implemented email marketing and newsletters to keep patients informed about new services, health advice, and special offers. This nurtured patient relationships and encouraged repeat visits.

        • I launched and managed Google Ads campaigns to attract new patients actively searching for private GP services in the area. This ensured the surgery appeared prominently in search results.

lead generation marketing case study to show how TJ Marketing optimised lead generation and increased leads

Lead Generation and Account Based Marketing

  • Optimising Lead Generation for Shell Fleet Solutions

    • Client: Shell Fleet Solutions

    • Challenge: Shell needed to accelerate customer acquisition in a highly competitive market. Their existing lead generation process was primarily manual, limiting scalability and hindering accurate conversion tracking.

    • My Approach:

      • I conducted a comprehensive market analysis, examining competitor strategies and conducting in-depth interviews with Shell's existing customer base. This research informed the development of targeted customer propositions tailored to specific business needs and sizes.

      • I engineered a fully digital lead generation system integrated with Salesforce. This automation streamlined lead flow, eliminated manual processing, and provided end-to-end visibility into the customer journey. This data-driven approach enabled continuous performance optimisation.

      • Through granular analysis of the sales funnel, I identified key friction points impacting conversion rates. For example, I implemented automated calendar scheduling for qualified leads, significantly improving meeting booking rates. Conversely, I refined initial customer communications to facilitate self-selection, reducing unqualified leads and improving overall efficiency. I also implemented automated email sequences to nurture customers through the onboarding process, minimising delays in fuel card activation.

      • Account-Based Marketing (ABM): For key target accounts, I developed bespoke marketing strategies. This involved identifying key decision-makers within those organisations, creating highly personalised content, and leveraging multiple channels for engagement, including direct mail, LinkedIn outreach, and exclusive events.I executed a multi-channel marketing strategy encompassing paid search (Google Ads), public relations, content marketing, email campaigns, industry events, trade shows, and targeted LinkedIn outreach. Each channel's performance was rigorously monitored and optimised for maximum impact.

Email Marketing Driving Growth and Advocacy

  • Driving Revenue Growth Through Customer Engagement for Shell Fleet Solutions

    • Client: Shell Fleet Solutions

    • Challenge: Shell sought to increase revenue by maximising engagement with its existing fuel card customer base.

    • My Approach:

      • Leveraging Shell's customer database, I developed segmented email campaigns designed to promote complementary services and encourage specific customer actions. These campaigns targeted customers using traditional fuels with offers to increase station visits with promotional offers, promoted loyalty card adoption, showcased the wider range of products and services and introduced EV solutions to interested parties.

      • Through A/B testing and data analysis, I optimised email content, messaging, and delivery schedules to maximise open rates, click-through rates, and ultimately, conversions.

Increasing Employee Diversity Through Employer Branding Campaigns

  • Case Study: Building a Diverse Workforce for Shell

    • Client: Shell

    • Challenge: Shell wanted to increase diversity in its workforce across the UK and the Netherlands.

    • My Approach:

      • I designed and executed employer branding campaigns segmented by target audience.

      • I conducted in-depth marketing research with staff at the Pernis Refinery in the Netherlands to generate insights for a targeted ad campaign.

      • I created online, social, paid media, and out-of-home advertising (tram wraps, billboards, local press) based on the insight that working at the refinery was part of their daily life.

      • I used tongue-in-cheek and attention-grabbing visuals, such as a safety helmet used as a bowl for cereal or a spanner stirring a cup of coffee.

      • I adapted the ads for diverse audiences, such as a locker in a refinery showing a pair of high heels next to the steel-capped boots or Turkish tea stirred by a spanner for Turkish audiences.

    • Results:

      • The campaigns attracted a lot of attention from the local media and on social media.

      • We had a record number of applicants.

      • The refinery was able to build a pipeline of talent and meet recruitment targets.

      • Shell successfully increased diversity in its workforce.

      • The campaigns were recognized for their creativity and effectiveness.

      • The campaigns generated positive PR for Shell, highlighting their commitment to diversity and inclusion.

      • The campaigns improved employee morale and engagement.

      • The campaigns helped Shell attract and retain top talent.

      • The campaigns contributed to Shell's overall business success.