How Strategic Visual Communications Elevated a Leading Power Systems Company.
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Merlin Power aimed to boost sales by emphasising their core brand values: Blue, Brave, and Bulletproof. With over 30 years of industry experience, they have established themselves as trusted, proven, and reliable partners, ensuring customers can have complete confidence in their products and services.
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The company’s communication strategically reflects the capability to manage and deliver large-scale contracts, underscoring experience in handling complex, high-value projects. This approach positions Merlin Power not only as a skilled provider but as a trusted partner equipped to meet the demands of major commercial and industrial installations.
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As Marketing Executive, it was my responsibility to convey this level of technical expertise clearly and effectively to their target audience. This involved translating complex engineering concepts into accessible messaging while maintaining the integrity and precision of the information. Alongside this, I promoted their comprehensive range of high-performance power system products, highlighting their reliability, efficiency, and cutting-edge technology to position the brand as a leader in the industry.
Social Media:
Increasing Brand Awareness.
To engage discerning fleet managers, boatbuilders, and sector specialists, our social media campaigns deployed sharply tailored graphics focusing on real-world applications of power system products across military, marine, off-road, and more. The visuals and messaging spoke directly to the challenges faced by these professionals, highlighting reliability and innovation in action. This precision targeting led to a marked increase in engagement and lead generation within key industry segments.
A key metric demonstrating my impact was the 302% increase in followers across all social media channels compared to the year prior to my joining. This significant growth reflects the effectiveness of the strategies I implemented and my ability to engage and expand the audience consistently.
Email Marketing:
Messaging for Maximum Impact.
Our email campaigns combined focused photography and graphics with clear, compelling copy to resonate with key decision-makers. Highlighting monthly featured products and their proven benefits, these consistent communications built lasting relationships with these customers. A few months after i’d joined, we refreshed the email design which aligned with the brand identity and therefore ensured easy readability and actionable calls to action.
To maximise email open rates, crafting a compelling subject line is essential. Since not everyone will open your email, the subject line must immediately capture attention and spark curiosity related to the email content. This involves using clear, concise language that highlights a benefit, evokes emotion, or presents a question or intriguing statement. Personalisation and urgency can further enhance engagement. Ultimately, a catchy hook tailored to your audience and the message ensures the highest possible number of recipients are motivated to open the email.
Product/Service Photography:
Capturing Products with Precision.
I captured images of products that were integral components of power systems being installed onto vehicles. These products included batteries, inverters, and control modules, all essential for the efficient operation of the vehicle’s electrical systems. The photographs highlighted the precision of the installation process and the robust design of the equipment, showcasing how each element contributed to the overall functionality and performance of the power system within the vehicle.
Display Graphics for Shows: Capturing Attention in Seconds.
Trade show environments demand instant visual impact. Our display graphics boiled down complex engineering capabilities into concise, striking designs that immediately communicated key strengths. Designed with busy attendees in mind, the graphics used bold typography and iconography to draw viewers in, fostering meaningful conversations and accelerating business leads.
The display graphics featured the word POWER prominently on the left-hand side of the stand, immediately conveying our core focus. On the right-hand side, a pentagon shape was used to present bite-sized chunks of information, succinctly outlining our key capabilities for quick and easy understanding. This clear, balanced design effectively communicates what we do at a glance.
Internal Graphics:
A Captivating Visual Journey.
Stretching alongside the staircase from 1991 at the base to 2025 at the top, the internal wall timeline told the company’s story at a glance. This inspiring progression highlighted milestones, innovations, and achievements, while integrated screens displayed core brand values and mission statements. The installation became a daily reminder of legacy and forward momentum for staff as well as visitors.
Based on the brand values agreed upon by the team, I developed an animated video designed to play seamlessly on all screens positioned along the staircase. The animation reflects our core principles consistently, ensuring a cohesive visual experience that reinforces the brand’s identity at every step. Its progression as viewers ascend the stairs creates an engaging narrative flow, enhancing both the environment and the message we aim to convey.
Email Signatures:
Small Space, Big Sales Potential.
To maximise every internal communication, email signatures were customised to spotlight the monthly featured product. Subtle but consistent promotion encouraged sales conversations without overwhelming recipients. Designed for internal staff use, these signatures maintained brand coherence while driving ongoing interest and enquiries at the close of each message.
Through coordinated efforts across multiple visual platforms, the power systems company effectively reinforced its market leadership and deepened customer engagement, driving growth across diverse sectors where dependable power solutions are critical.
Video Production:
Bringing Products and Services to Life.
I took an active role in every stage of creating product and service promotional videos for our customers, including writing, production, filming, editing, and distribution. These videos effectively communicated detailed technical knowledge about our products, emphasising their features and benefits while offering straightforward installation instructions. Throughout the editing phase, I applied digital overlays to break down complex information into manageable, easy-to-understand segments, which helped maintain viewer engagement and ensured the content was accessible.
I also released videos that were calendar-specific, such as those for International Women's Day, alongside top tip videos tailored to particular customer groups, including the marine sector and individuals living off-grid. These targeted pieces aimed to provide relevant, timely content that resonated with specific audiences, enhancing engagement and demonstrating a clear understanding of their unique needs.