Company

GGP Systems specialises in geographical information systems (GIS) and gazetteer management software, which it designs specifically for the UK public sector.  The South London based company provides its address and mapping solutions to more than 100 public sector organisations, such as local authorities, the police and fire and rescue services.

The challenge

GGP had created and launched a new website, which was designed to be more interactive and to create engagement with its target audience.  The new website included a new blog section, which was to include both technical and business blog posts.  The technical teams had created a number of blogs, and the section was filling up nicely with useful, interesting technical posts.  However, the business blog also needed to be populated and regularly added to with engaging, relevant information.

Solution

Kerrmunications devised a content management plan for the business blog section.  It set out which GGP staff should be writing blogs, and on what subjects.  Claire also made recommendations about the frequency and regularity of publishing new posts and advised on how to promote the blog posts, using social media such as Twitter and LinkedIn, and through email marketing.

In order to broaden the appeal of the blog, and to ensure it didn’t just promote GGP and its products, several clients and partners were to be invited to write guest blogs for the site.  Comments from readers would be solicited and Claire advised GGP on how best to use this feature to bring about a new engagement and dialogue with clients and prospects that the company had not had before, so that it could develop new and existing relationships.

Results

The new blog was quickly populated, and Claire herself wrote a number of blog posts that were bylined to members of staff.  Some were added immediately and some were scheduled for future publishing.  With promotion of posts via social media, new readers from amongst the target audience were drawn in.

Posts were published regularly and at optimum timing, meaning that the blog remained fresh and interesting.  Posts from guest contributors gave the blog added gravitas and demonstrated that GGP had built up successful business partnerships and had delivered effective client solutions.  It helped position GGP as experts in their field and also added to search engine optimisation efforts (SEO), giving GGP a higher ranking and greater visibility.

Testimonials associated with this project:

Claire is very easy to work with. She has a talent for seeing what needs to be done and then she just gets on and does it. In her role as Marketing Consultant, Claire’s many years of marketing communications expertise provided clearer direction and a professional touch. It was a pleasure working with someone who has skills across the marcoms spectrum and who easily slots into an organisation to work well with an established team.
April 2011
Karen Barcoo, GGP Systems

Claire is an outstanding professional who has a deep and thorough knowledge of her market. She has an exceptional understanding of the social media domain, is supremely professional and is always striving for the best results for her clients. I would highly recommend her services and hope to work with her again soon.
April 2011
Sales Director, GGP Systems