P R O F E S S I O N A L T R A I N I N G
Case Study
Wilkinson Coutts Engineering Training: Strategic Marketing Audit & 2024 Roadmap
A comprehensive digital marketing strategy delivering actionable tactical plans across all channels for limited resources
Executive Summary
BrandHouzz partnered with Wilkinson Coutts Engineering Training, an ASME and API accredited asset integrity training provider, to develop a comprehensive digital marketing strategy for 2024. Through an in-depth audit and strategic planning process, BrandHouzz delivered an integrated marketing roadmap addressing seven business priorities, complete with quarterly implementation plans, OKR frameworks, and ready-to-execute campaign briefs across social media, SEO, email, content, and PR.
Wilkinson Coutts Engineering Training is a specialist provider of asset integrity training courses, holding prestigious ASME and API accreditation.
Despite their strong reputation in the oil and gas sector, their marketing approach was ad hoc and reactive, with knee-jerk content creation rather than strategic planning. With seven ambitious business priorities on the horizon, they needed a comprehensive, integrated digital marketing strategy that their limited internal resources could systematically execute.
Client Background
The Challenge
Wilkinson Coutts faced seven simultaneous business priorities around market positioning, geographic expansion, service line development, and digital transformation.
Despite quality credentials, they weren't ranking for relevant search terms. They needed clear, executable plans that limited internal resources could implement across multiple audiences, geographies, and sectors.
BrandHouzz conducted a comprehensive digital marketing audit to assess what was working and what wasn't across all channels, which informed the development of a 25-page strategic marketing plan encompassing:
Strategic Foundations
Target audience profiling for each service line and geographic market with job title mapping for digital targeting
Three-pillar messaging architecture
Competitive benchmarking identifying ranking gaps against key industry players
2023 baseline metrics established for course sales, client acquisition, conversion rates, traffic, rankings, and satisfaction scores
Channel-Specific Tactical Plans
The strategy provided detailed tactical plans across organic and paid social media, email marketing with segmentation frameworks, content and SEO strategies with keyword targeting, digital PR approaches for industry publications, multi-phase market entry frameworks, product and service launch campaigns, sector diversification strategies, and website redevelopment roadmaps. Each plan included specific posting frequencies, budget allocations, creative approaches, and phased implementation timelines.
Implementation Roadmap & OKR Framework
Detailed monthly breakdown for Q1 2024 with specific deliverables for each initiative
Q2-Q4 strategy: system improvements and automation (Q2), channel expansion and market launches (Q3), platform launch and annual review (Q4)
Comprehensive OKR framework with measurable targets for reach, traffic growth, and search rankings across all seven business priorities
Key Deliverables
Comprehensive digital marketing audit assessing current performance across all channels
Strategic plan with quarterly/monthly breakdown specifying exact posting frequencies, formats, and budget allocations
Three-pillar messaging framework with multiple content format types specified
Content calendar with quarterly themes and monthly topics
Targeted keyword strategy for priority search terms
OKR tracking framework for all seven business priorities with monthly measurement capability
Market entry playbooks and campaign briefs ready for execution across all channels
The Solution
Comprehensive Audit & Strategic Framework
The BrandHouzz Approach
The engagement demonstrated strategic sophistication balanced with practical implementation: comprehensive discovery into business strategy and technical subject matter, translation of seven priorities into one integrated plan, specific actionable recommendations with exact frequencies and formats, OKR methodology for quarterly optimisation, and phased approach acknowledging resource constraints.
The strategy was handed to Wilkinson Coutts for in-house execution, positioning them for significant digital marketing advancement throughout 2024.
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