Trailblazer x JM Architects

Overview

JM Architects want to increase their exposure within the architecture industry. The campaign with Trailblazer will use engaging content targeted to ideal clients through proven strategies across various channels to achieve this objective. 

What Trailblazer Can Do

Content - Content marketing is highly effective and will increase JMA exposure towards ideal clients via Trailblazer’s proven strategies. Trailblazer will cover a topic that will attract potential clients and comment as a leading authority on the subject. For example, Trailblazer would discuss a particular issue with the price of raw materials and use opinions from a senior JMA figure, subtly threading JMA throughout the article.

Another option would be a collaborative article with another Trailblazer client on a relevant topic. Example would be ‘How the cost of raw materials will affect the construction industry; with industry leaders JMA and JMW Solicitors’. This would be a well-balanced article exploring the legal and architectural elements by equivalent senior figures from each company. This strategy would have to be agreed by both parties beforehand and would make for an interesting read.

Example: We used content marketing for Lexus when they wanted to showcase their new model, the UX. We made the basis of the article around Lyme Park so people would engage with the content and it provided a great backdrop for photographs, we then gently threaded the vehicle throughout the article. This was circulated across all of our channels and Lexus noticed a spike in traffic and enquiries as a result.

Consistent noise - Subtly keep JMA at the forefront of people's minds when it comes to wealth management. Aside from the feature articles, consistent press releases will greatly help the effectiveness of this campaign. Press releases on topics such as acquisitions, promotions and milestones have proved to be very effective. 

Example: A client of Trailblazer is JMW Solicitors. We encourage them to announce anything newsworthy to remain at the forefront of people’s mind when it comes to law firms. JMW utilised Trailblazers channels to announce its record year, article here.

Data - Using proven digital strategies Trailblazer can give JMA valuable insights into the demographic of people engaging with JMA content, which can be used to increase effectiveness on future campaigns. 

Example: Despite the pandemic, Trailblazer is working with a luxury travel agent. We pushed an article for them across our channels and fed back the data of who engaged with our content, which was over 60% men. Before starting the campaign the client estimated it was mostly women who were interested in their products and services, and thanks to Trailblazer’s insightful data, they adjusted their marketing strategy.

Channels - Trailblazer has loyal followings across all of the following channels- print, Facebook, Instagram, LinkedIn and our website. JMA content will be disseminated across all of these channels in various forms to consistently reach people in different ways to achieve maximum reach. From waking up and checking instagram, picking up a copy on the way into the office, scrolling through LinkedIn at lunch or browsing Facebook in the evening, Trailblazer provides every opportunity for our audience to read our content.

Social Media: Trailblazer has loyal and organic audiences across Facebook, LinkedIn and Instagram. We’ve managed to attain these numbers because we provide a subtle blend of content, and don’t post too frequently. As a result we generate high levels of engagement for our clients.

Working with JMA, Trailblazer will use its social media channels to increase awareness and engagement. The content delivery will vary depending on the platform, for example peoples attention span on instagram is very short, so Trailblazer will use story features to increase engagement with JMA such as polls and tags. The data from these polls will be shared with JMA to give them insightful data when conducting other marketing activities. Facebook will be used to deliver content marketing to a target audience and LinkedIn will be used for the same purpose plus increasing JMA’s authority within the financial sector and numerous articles will have opinions in from JMA’s senior team.

Inline with our content marketing strategy, one of the best ways to get the JMA brand out there is to provide value in the form of education across social media, whether it be tips on how to increase your pension pot or recommended methods of saving, this builds up great amounts of trust between JMA and their potential clients. People will engage with articles that offer them some education and when they want to know more (via our call-to-action links) then they can speak to someone from JMA directly. Something that works very well is conversational marketing, this allows the potential client immediate and personal access to someone from JMA via WhatsApp/direct email and is therefore something we can implement with JMA to ensure maximum engagement.

Example: A client of ours is ESE Group, during the peak of the pandemic they helped an elderly gentleman and we ran their story across our social media channels. By strategically engaging with different groups/pages and our own audience we created very positive exposure for them.

As a result, their website saw an increase in traffic both from our article and directly. We have found that when we push content for our clients, their websites often see increased levels of traffic directly, meaning people will google the company after they see our article and head to the site directly.

Strategy - Trailblazer and JMA will work on a content strategy that will create content aimed at the target audience and commentated on by a relevant senior figure.

For example, based on JMA data most potential clients are property developers in a certain area so we would seek out this audience and ensure your content reaches them.

Example: We worked with an SJP practice and profiled their MD across our channels using content marketing to make him the Martin Lewis of finance around a particular topic. The strategy worked and the client said he was often recognised around Liverpool and Manchester at networking events for being in Trailblazer.

Since then and during COVID, Trailblazer has used data from this successful campaign to create proven strategies when delivering the best possible ROI for the client.

What JM Architects Can Expect 

Trailblazer articles will climb google rankings so when people are searching JMA they will see positive, serious and thought-provoking articles in an industry leading publication that will increase the trust factor with potential clients and ultimately win JMA business.  

Association, Trailblazer will place JMA alongside brands and individuals of a high calibre such as Piers Linney, Lexus, Spire Healthcare, JMW Solicitors. This strategy further increases the profile of JMA when seen alongside leading people and brands. 

Profiling of individuals- Trailblazer articles will increase both the authority and reputation of individuals within JMA, especially across Google and LinkedIn. This will prove to be very advantageous when potential clients are searching for the JMA individual after initial encounters.

Example - Trailblazer interviewed James Fountain, Consultant Trauma and Orthopaedic Surgeon at Spire Healthcare, as a result the BBC reached out to Spire for a comment from a leading knee surgeon for a televised news bulletin.

A Trusted News Source - Trailblazer has been used as a reliable news source from the likes of the Independent and Daily Mail when talking about contentious and serious issues.

Example - Trailblazer interviewed Joe Anderson before he was later arrested on suspicion of bribery, when The Independent published an article on the issue they referenced Trailblazer’s interview.

Agreement

Each issue of Trailblazer runs for at least 6 weeks, and works on a minimum of 3 issues, usually lasting around 5 months, giving maximum exposure. The cost is £3,500 which includes 3 feature articles (x1 in each issue) and exposure of those articles is covered across all Trailblazer channels. 

We look forward to working with JM Architects.

Tim Byrne

Director

tb@thetrailblazer.co.uk