Case Study: Prolux Electrical Contractors

August 16, 2021

Prolux Electrical Contractors

Branding, Corporate Identity, Web Development, Photography, Marketing Services

Specialising in electrical building maintenance and fit-outs, Prolux offer solid expertise in electrical maintenance strategy and technology, delivering solutions to Property Managers, Facility Managers, fit-out professionals and direct business clients. A key client account for over 12 years, icu2 continues to work with Prolux over a broad portfolio of branding and marketing activities.

  • Executive Summary

    A BRW Fast 100 company, Prolux Electrical Contractors initially engaged icu2 to solidify their online marketing strategy, in response to new interstate competitors consolidating the consumer market. Since then, the business has pivoted to a commercial managed service model and icu2 has helped with all aspects of their branding, corporate identity and website.

  • Primary Objective

    To deliver a professional and highly commercial brand narrative to a commercial audience.

  • Intentions

    Branding:

    Develop the visual brand for Prolux Electrical as a response to the market consolidation by well-funded interstate competitors entering the local market and create differentiation in an increasingly competitive landscape.



    Design:

    To deliver a consistent visual identity in line with Prolux Electrical's commercial values. This included the development of numerous items of marketing collateral including company profiles, case studies, stationery, and online communications.


    Website:

    Two website iterations over 12 years, including: 

    - Consumer-focused geotargeted website

    - Commercial focused informational website


    Marketing:

    - Geotargeted Consumer Campaigns

    - Design of Online Newsletters

    - Search Engine Optimisation

  • Risks

    Inconsistencies in visual identity and brand narrative

    • Develop a comprehensive Brand Specification which outlines brand standards.
    • Prepare a suite of logos to be used in various applications.
    • Prepare templates to be used for various corporate communications (eg. Case Study Templates).

    Loss of rankings in launching the new website

    • Thorough documentation of URL and metadata structures in order to replicate pages and retain rankings.
    •  Legacy content was either redirected to new pages or archived.
    • Keyword research was conducted to ensure that content was developed around the most valuable search terms
    • A thorough analysis of on-page factors to ensure the website continues to meet Google quality guidelines.

    Acceptance of the new commercially focused brand narrative

    • A complete rebuild of the Prolux Electrical website targeting commercial customers.
    • Development of Case Studies to support the new commercial focus.
    • Maintain a glossy corporate image to create a highly differentiated visual from competitors.
  • Solutions Delivered

    Branding:

    icu2 conducted a comprehensive analysis of the market, including an analysis of competitor brand narratives and visual identity to correctly position the brand.


    Design:

    icu2 delivered a range of graphic design services, including photography, design of multiple case studies, company profile and website.


    Website:

    icu2 designed an informational website with the intention of reaching local consumer markets in Melbourne. Since pivoting the business to a commercial serivce, the new website retained all existing rankings through archives of historic pages accessible to the website via the sitemap, while presenting a new narrative through the new website.


    Marketing:

    icu2 achieved multiple number one rankings on high value keywords include: electrician melbourne; electrical contractors and various high rankings for local searches. This was all achieved on the basis of unqiue targeted content. Despite the business pivoting a commercial model, these rankings remain in the top 10 today.

  • Outcomes

    The business successfully pivoted to a commercial focused narrative and opened a second location in Brisbane.


    Prolux Electrical continues to utilise the various resources developed by icu2 as part of their customer acquisition and business development programs.


    The business has maintained consistent growth by focusing on values as the foundation of customer experience, and continues to utilise icu2 for all their branding creative and branding requirements.

  • Testimonial

    We at Prolux Electrical Contractors have used the services of icu2 to design and develop our website, including arranging web hosting, graphic design requirements and providing us with valuable SEO techniques to improve our organic ranking on Google. Dom is very approachable, friendly and he is quite passionate about what he does, which makes him very good at what he does.