Jet Plant: Communicating a unique approach

Client: Jet Plant

Scope: Research & Strategy, Creative, Digital marketing, Media & Communications

Understanding the client

Jet Plant is a leading specialist road planing contractor, offering a unique approach in what remains a largely traditional industry. CWA recognised that Jet Plant’s sustainability focus and people-first values went beyond box-ticking. Bringing together the combined expertise of our research, strategy, creative and digital teams, we set about developing a strategy that would help communicate the company’s vision, influence change in the sector and drive leads outside of its existing regional client-base.

Gathering insights and expertise

Our journey with Jet Plant started from scratch, undertaking interviews, desk research, internal and external audience profiling and a comprehensive messaging audit to provide the initial insights we needed to shape further activity.

Deeper touchpoint mapping and planning followed, which ultimately led to our strategic decision to focus activity on digital pillars, including the optimisation and development of Jet Plant’s website (UX/UI, technical, on-page and off-page SEO), social media, content and PR.

With insights from extensive competitor reviews, our strategy evolved to strengthen the Jet Plant brand equity by positioning the business as a ‘challenger’ brand, doing things very differently in the sector.

Collaborating to meet objectives

With no dedicated internal marketing resource and limited availability from the MD and Commercial Director, our understanding of the business, its sector and audiences is vital to the continued success of our work for Jet Plant. CWA’s proactive team is largely self-sufficient in finding opportunities, content and ideas that can help meet the client’s overall commercial goals.

CWA’s activity for Jet Plant includes brand strategy and visual identity, covering positioning, proposition, messaging and creative. Our marketing and communications strategy sets out plans across website, social media and PR, with tangible KPIs across each.

Once the strategic plan was agreed and confirmed, our creative, digital and PR teams worked collaboratively to implement it:

We demonstrated design expertise through the initial development of visual identity and extensive brand guidelines, plus ongoing through social media campaigns and brand collateral
We continue to showcase digital marketing innovation, driving SEO improvements, optimising the brand’s website and developing email marketing campaigns, including a ‘groundbreaking’ example that highlighted Jet Plant’s industry-first adoption of telematics for enhanced client reporting
Our PR team works closely with key trade media to maintain and improve Jet Plant’s share of voice, driving thought leadership activity across five key identified themes in particular
We continue to implement, evolve and deliver on Jet Plant’s social media marketing strategy, using best practice techniques and creativity to lead the conversation and drive industry change
We provide specialist video production support, including for social media assets to boost engagement

Delivering added-value results

CWA continues to achieve outstanding results for Jet Plant, delivering on our objectives which are aligned with the client’s own commercial goals.

On an operational level, we have saved the business time, brought deeper marketing expertise to the table and provided the strategy required to prioritise activity based on impact. We’ve defined and brought consistency to the brand, developed content with purpose and differentiated Jet Plant from its competitors.

Between January 2023 and June 2024, we delivered consistent improvements across follower growth, impressions and engagement on Facebook and LinkedIn. We have recently also taken over X and Instagram platforms.

Our media and communications activity has directly resulted in Jet Plant winning a number of industry awards and increased their brand awareness. Organic traffic on the Jet Plant website also continues to increase, while domain authority has increased from 16 to 18 due to high quality PR SEO links.

Crucially, our activity has contributed directly to new enquiries and leads, widening Jet Plant’s customer touchpoints.

Just one enquiry from the SEO work done on the website delivered £42.5K of revenue from a single sale.