IOW Group

IOW Group already had a marketing department in place, but there wasn’t enough capacity to keep everything moving properly. Work was getting delayed, priorities were constantly shifting, and a lot of what should have been pushing things forward was either slowed down or left unfinished. The website and social presence reflected that. Both felt out of sync with the level the business operates at, and neither was doing enough to support inbound activity.

The role here was to support what was already in place and give it more stability. That meant picking up areas that weren’t getting enough attention, tightening what existed, and making sure things were actually followed through rather than left to drift. This also included working directly with the Managing Director to support his social media presence, as well as business trips and international exhibitions, while introducing case study content to better support the wider marketing activity.

The website needed work, but not in isolation. Pages were restructured so they made more sense to someone coming in without context, and the messaging was adjusted so it spoke more to risk, cost, and operational impact rather than just technical detail. At the same time, social content was brought back under control. Less one-off posting, more consistency, and a clearer link between what was being shared and what the business needed to achieve, with new campaign ideas introduced to give things more direction.

Once that was in place, things started to settle. Traffic improved, but more importantly, it became more relevant. People were spending longer on the site, moving through it properly, and coming through with a better understanding of what the business does.

Internally, it was simpler. Less pressure on the team, fewer gaps in activity, and no constant need to catch up. The marketing side became something that could be relied on to keep moving, rather than something that needed constant attention.