About the client
Redstone plc is a market leader in all aspects of IT and communication solutions; including IP communications, enterprise server and storage, mobile communications, fixed and wireless infrastructure, line rental and a comprehensive range of ISP services.

With over 500 employees in offices throughout the UK and Ireland, and a turnover in excess of £140 million, Redstone comprises five divisions who operate as distinct businesses, but work closely together to offer customers a unique offering of products and services. The five operating businesses are Redstone Converged Solutions, Redstone Managed Solutions, Redstone Mobile, Redstone Technology and Redstone Telecom.

A partnership that works
Marketecture first started working with the team at Redstone in May 2004, when we were commissioned to conduct a corporate identity rebrand for Xpert Communications, who were subsequently acquired by Redstone in 2005. Following Xpert’s acquisition by Redstone we were then appointed to conduct an overhaul of the Redstone brand which was considered to be out-dated and not representative of the business and its positioning statement - 'people who innovate'.

Our working closely with the head of marketing and the businesses' individual marketing teams we have built a long-standing relationship and understanding of Redstone’s business and marketing requirements. This partnership approach has enabled us to:

• Ensure that a consistent visual identity and tone of voice is implemented and adhered to across all brands and media
• Effectively contribute to the ongoing marketing of the Redstone brand and its product and service portfolio
• Provide strategic input into marketing planning and process
• Ensure coherent implementation of the group marketing strategy
• Promote the Redstone brand to clearly defined target audiences, maximising awareness and effective lead generation

Marketing activity
Prior to commencing the rebrand we researched the market, assessing trends, competitive positioning and service offerings. This enabled us to present concept ideas for the brand which effectively repositioned the business to reflect its strengths and the requirements of the marketplace. Once the team at Redstone had bought into our ideas for the direction of the brand identity, we worked with them to effectively sell this to the board, to ensure buy-in and to facilitate a speedy implementation.

Once a visual route had been approved we then proceeded to adopt this across the entire marcomms mix, both offline and online, within a limited timeframe. In addition to a comprehensive suite of corporate, product and case study literature we were commissioned to design and build the new Redstone website - www.redstone.co.uk.

We developed the website using Marketecture’s Optiva online marketing platform, comprising an enterprise-level content management and email marketing system.

Once the building blocks were in place we worked with Redstone’s marketing teams to develop an ongoing marketing communications strategy. This strategy utilises integrated online and offline campaigns to raise awareness of the Redstone brand and the divisions’ distinct service and product offerings. A combination of direct mail, email, pay-per-click and press advertising has helped Redstone to build awareness and generate qualified leads within its core target audiences.

Why the relationship works
Since working with Marketecture, the team at Redstone has been able to spend more time focused on driving marketing through the business. Our understanding of the ICT marketplace, together with our flexible approach to client support means that not only does Redstone have an agency which understands its business needs but one which will flex its resources with their requirements at short notice. "Marketecture is really in tune with the needs of the in-house marketer and the team has extensive knowledge of our marketplace. As well as excellent day-to-day and strategic support, the agency is also commercially creative, not just in terms of design but also innovative marketing solutions. Ultimately Marketecture is a real extension to the Redstone team."
Nikki Ratcliffe, Head of Marketing, Redstone plc For more information or for further case studies, please get in touch.